Joelle Szat

BetterMynd

Instagram

BetterMynd.com

ROLE
Designer

Project Manager

Marketing Coordinating

SKILLS USED
Visual Design

UX Content Design
Competitive Analysis

TIMELINE
May 2023-Present

BetterMynd is an online mental health platform for college students, and for over a year, I’ve been shaping its digital presence—figuring out what resonates, what drives engagement, and how to connect with students in an authentic way.

The Daily Challenge

Students are overwhelmed with online content. Traditional marketing often feels impersonal, making it easy to ignore. How can we create social media content that doesn’t just promote BetterMynd’s services, but actually resonates—feeling like a helpful resource rather than another ad? What kind of design and messaging truly makes students stop, engage, and feel supported?

Strategy & Approach

Content Strategy: Experimentation & Competitive Insights

I tested different post formats—artist collaborations, testimonials, mental health tips, and well-being workshop promotions—to see what resonated most with students.
Mini competitive audits helped identify strategies from other platforms, ensuring our content stayed fresh and engaging.

Design: Moving Beyond Rigid Branding

We shifted from a strict branding approach to a more flexible, student-centered design.
By incorporating diverse multimedia formats (illustrations, short videos, and interactive posts), we increased engagement while making mental health content feel more approachable and relatable.

Engagement: Human-Centered UX Content Design

At the core of every post was a UX-driven approach—designing content that feels intuitive, supportive, and engaging rather than purely promotional.
The goal was to foster genuine interaction, encouraging students to share, comment, and see BetterMynd as a valuable mental health resource.

Strategy & Approach

Content Strategy: Experimentation & Competitive Insights

I tested different post formats—artist collaborations, testimonials, mental health tips, and well-being workshop promotions—to see what resonated most with students.
Mini competitive audits helped identify strategies from other platforms, ensuring our content stayed fresh and engaging.

Design: Moving Beyond Rigid Branding

We shifted from a strict branding approach to a more flexible, student-centered design.
By incorporating diverse multimedia formats (illustrations, short videos, and interactive posts), we increased engagement while making mental health content feel more approachable and relatable.

Engagement: Human-Centered UX Content Design

At the core of every post was a UX-driven approach—designing content that feels intuitive, supportive, and engaging rather than purely promotional.
The goal was to foster genuine interaction, encouraging students to share, comment, and see BetterMynd as a valuable mental health resource.

Impact & Reflection

Digital Engagement & UX Insights

This experience reinforced how UX principles apply beyond interfaces—shaping content strategy to align with user emotions and behaviors.
Balancing informative, actionable content with relatable, human-centered visuals was key to engagement.

Successes

Increased engagement, especially from artist collaborations and well-being-focused content.
Higher interaction rates on multimedia posts (videos & graphics) compared to static images.
A more inclusive and dynamic feed that feels like a community rather than just a brand presence.

What’s Next?

Continuing to refine content strategy with more student voices—testimonials, user-generated content, and personal stories.
Expanding collaborations with artists and external creators to further connect with students in an authentic way.