Startup.

Context

The environment.

A pre-product-market-fit startup with a small founding team, a strong hypothesis, and very little evidence yet. Everything was a decision — audience, positioning, scope, interaction model — and every decision had to move the product closer to something real users would return to.

Industry

Consumer social app — activity-based networking

Revenue

Pre-revenue, early-stage

Company size

3 people, founding team

Challenge

The problem to solve.

People are more connected than ever, yet lonelier than ever — millions feel persistently lonely or lack close friends because they've lost the ability to choose how and with whom they spend their time, and existing apps optimize for attention or attendance rather than real connection. Jointly solves this by turning individual intention into curated, real-life shared activities.

Our MVP has been succesfully adopted by our target audience. What is the next step to scale our userbase and how do we continue developing clear value so users will become paying customers?

Responsibilities

What I owned.

Created the product strategy and translated it into clear design priorities for the founding team.

Ran user research to understand real pain points and validate assumptions before building.

Redesigned the website to communicate the product clearly and convert the right audience.

Designed the App Store presence so the first impression matched the in-product experience.

Owned UX and UI end-to-end, from early concepts to the details users interact with every day.

Produced content and messaging that made a complex idea feel simple and worth trying.

Built the investor deck and shaped the story used in first investor conversations.