Somewhere Good was a VC-backed startup exploring what social technology could feel like if it prioritized presence over performance. The iOS app and community platform set out to test a hypothesis: that there was space in a crowded market for something slower, more intentional, and built around genuine connection rather than engagement metrics.

As Consumer Strategy Lead, I helped shape the product's emotional architecture from zero to beta launch. Working closely with the Head of Product and Founder/CEO, I led user research, brand storytelling, and content strategy across app, web, and editorial platforms. This meant conducting consumer interviews to understand what community actually felt like for our audience, translating those insights into product and narrative direction, and developing the messaging strategy that carried us from concept through launch.

The work spanned UX strategy, onboarding flows, in-app content, and the SHIFT Fellowship—a paid research program that brought local creatives into the product development process. The product ultimately sunset, but the two years I spent helping build it sharpened how I think about adoption, community, and designing for audiences underserved by mainstream platforms.