The Fresh Alternative to Alternative Milk.
JOI
Position: Cofounder and Head of Product Strategy
Team: Dave Korstad, Tony Jimenez, Izzy Shu
2014-2018
Link: JOI
JOI is a fresh plant milk company that re-envisions the process of making fresh plants milks: Almond, Cashew, and Oat from home. JOI stands for Just One Ingredient. It was our imperative to change the current market offering and bring alternative milk drinkers the same quality of fresh homemade nut and oat milk without the labor, without additives, and without breaking the bank.
As Cofounder and Head of Product Strategy at JOI, I was responsible for initial product development, market research, user testing and analysis to build core product strategy and influence market entry decisions. The experience of cofounding this company and being surrounded by such a strong and dedicated team made for an unparalleled journey! JOI is very much still in existence and doing great. Get your self some Almond milk, Cashew Milk or Oat milk and try it out!
The founding of JOI and every iteration and subsequent evolution of the company has come from the user driven findings.
This shows the product evolution from the beginning goal of reducing plastic based waste all the way to the 7th iteration. Each development was directed by user based research findings.
