As an Olio case study, I developed Give Away Good, a UX content strategy case study exploring how brand and marketing thinking could make a food-sharing app easier to understand, join and use. The opportunity was to turn Olio’s purpose into a clearer customer journey, helping new users move from good intentions to confident first actions.

The work began with a content audit, competitor review and audience analysis, helping define Olio’s USP while identifying moments where the onboarding journey and brand experience could work harder. Inspired by the idea of “The Common Good”, I consolidated multiple user motivations into three reason-driven personae, then proposed an onboarding wizard that could guide new users into more relevant educational journeys based on why they were joining.

Across UX content strategy, tone of voice, persona development and campaign thinking, the project reframed food-sharing as something more approachable, practical and participatory. The tone shifted from heroic to more action-oriented, while the graphic system was consolidated into a lighter, more cohesive style. The final Give Away Good platform brought these elements together across onboarding, educational content and acquisition touchpoints, making sharing feel less like a grand gesture and more like a simple everyday good.