Mastodon

Mastodon is a decentralized social media platform that prioritizes user privacy and self-moderation as an alternative to traditional social media. Mastodon approached our team to help them make federated social media more approachable to everyday users. Together, we worked to refine their visual identity and improve user experience to help Mastodon grow without losing its core values. Post launch of the improved marketing site, Mastodon saw a 32% increase in user sign-ups.

Lacking core information for those unfamiliar with how decentralized social media differs from what they may already use, our team surfaced information from existing documentation and aligned terminology to reduce friction new users feel on sign up.

Our work also included discovering a better way to surface existing communities to join. Because instances of Mastodon are so unique, we focused on adding a few filters that could apply to most instances so that users can browse for the community that best fits their needs.