Swell

The Challenge

As a new audio app, Swell needed both a seamless user experience for recording and listening and a viable content strategy to build community momentum. The team’s goals were to:

• Guide users through the recording and listening process without interruption.

• Design for ease, convenience, and delight so users enjoyed creating audio content.

• Launch a scalable content plan to drive engagement, downloads, and shares.

My Role

I served as both product strategist and creative director, bridging UX research with content production. My role included:

• Conducting qualitative and quantitative research on early product wireframes and prototypes.

• Providing UX/UI feedback and guidance to improve usability.

• Running product testing before and after launch, iterating on features.

• Developing and implementing Swell’s content strategy and production plan.

• Writing, hosting, and directing audio content to seed community engagement.

• Recruiting and guiding hosts, interns, and ambassadors to scale content production.

Process & Approach

1. Product Research — Conducted mixed-methods testing with target users on wireframes and prototypes.

2. UX/UI Feedback — Provided recommendations to improve usability and user flow.

3. Iterative Testing — Ran pre- and post-launch tests, incorporating new features and improvements.

4. Content Strategy — Designed a multifaceted plan to recruit hosts, scale content, and engage audiences.

5. Content Production — Wrote, hosted, and directed audio content while mentoring interns and ambassadors.

6. Community Building — Leveraged cultural moments, breaking news, and pop culture storytelling to keep content relevant and engaging.