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`Goji
Overview
 Building the digital experience for Goji – a pelvic pain tool that takes a user-backed, gynocentric approach to pelvic floor therapy. Goji presents a cohesive consumer journey that centers an identity of gentleness and healing.
 My Role
Research   ·  Web Design   ·  Photo Art Direction

CollaborationEmi Tang 
Evelynn Li  








Designed with Care
 Aligning with the vision of Goji’s goal to demystify the stigma of penetration-focused solutions, the website guides users into a streamlined experience that fits the voice, tone, and goals of the product.




Discovering the Need For A
Gentle Approach 
Through mixed-method research framework





Industrial design led by Emi Tang
Built from research  

Scholarly Research
Pelvic pain has a profound impact on quality of life.

As a team, we gathered information from 5+ academic papers to understand the significance of pelvic floor therapy. Pelvic pain causes distress, avoidance behaviors, and an unwillingness in women to bear pain associated with penetration. 


Online Forum

Current solutions are intimidating and invasive.
“My old gyno was so insistent about me trying the silicone ones and the size of them was just so intimidating.“
“It would be great if someone could come up with a less invasive solution. I hate that the only things we have right now are phallic-shaped objects ... No one has been creative enough yet, it seems.“


Expert Interview · Dr. Wakefield, pelvic health physical therapist
Importance in increasing the access to multidisciplinary care to overcome anxiety around pelvic pain.

“Dealing with vaginismus is [the patient] having to do the mental work to do the physical work.” 






Building a cohesive digital identity
As the physical product presents a more inviting and healing-focused solution, the flow of the website and UI aims to compliment the product goals.





Competitve Analysis
Exploring exisiting web-based direction, analogous, and indirect solutions.



Direct competitor  ·  The Pelvic People
Analogous experience ·  Billie
Indirect Competitor ·  Flo


Photo Art Direction Moodboard
Visuals that embody comfort, self-empowerment, and a sense of healing.








Bringing It All Together




After exploring potential user flows, the final design prioritizes education of the product before shopping experience. The visuals aim to market the product through a sense of approachability and femininity. 

With more time, I would have been interested in exploring more flows that dove into additional healthcare provider resources and links to our conceptual app.



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Reflection




In a 10-week time span, my teammates and I were able to make a thorough conceptual company including the product, an app, website, and marketing collateral. In the design program, I was always wanting to try out photo art direction and I’m glad I got to do it for our capstone.

Rooted with strong mixed-method research at the beginning to guide the product goals, I am really proud of how the outcome of this project addressed solutions through a caring and accessible lens and integrated these values through every deliverable.