Joy 101
Building Hoda Kotb’s universe of joy
Joy 101 marks Hoda Kotb’s first major venture since stepping away from morning television, offering a new way for her millions of followers to connect with her voice, values, and joyful perspective—this time through a new app and online experience developed in close partnership with Alice.
#1
Health & Fitness App on the App Store
#4
Overall Top Apps on the App Store
100k+
Instagram followers on launch day
A Design-Driven Approach to Daily Joy
Joy 101 was designed to deliver small yet meaningful moments of daily joy, accommodating even the busiest lifestyles. Recognizing that joy is unique to each individual, the platform offers diverse modalities such as breathwork, yoga, meditation, and journaling. It emphasizes personalized, intentional content rather than addictive engagement.
Content is curated by Hoda and her network of contributors, known as the Joy Collective, including Maria Shriver, Joanna Gaines, and Dr. Wendy Suzuki. Central to Joy 101 is its personalized experience, dynamically adapting content to user preferences and behaviors.
Christian Titze, Chief Strategy Officer at Alice“Our goal was to translate Hoda’s vision into a product and experience that feels as personal, warm, and intentional as she is—while inspiring real change and emotional resonance in people’s daily lives”
Hoda Kotb“I wanted Joy 101 to feel like a deep breath— Every detail, from its design to its voice, reflects how I strive to live: present, grateful, and led by heart.”
A New Chapter, A New Connection
With Joy 101, Kotb is offering more than content—she’s creating a new kind of relationship with her community. The app is the first in a planned suite of experiences including live events, community engagement, and exclusive member access.
The design approach prioritizes emotional resonance and genuine engagement, crafting personalized interactions that encourage sustainable daily habits rather than addictive use. The result is a platform that not only feels personal and intentional but also reflects the emotional clarity and trust that Kotb has built over decades.