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.
Web Design · Art Direction
CollaborationEmi Tang
Evelynn Li
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.
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.
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.“
“Dealing with vaginismus is [the patient] having to do the mental work to do the physical work,” Dr. Wakefield, pelvic health physical therapist
the digital experience aims to carry these values
Embodying Values Through VisualsVisuals that embody comfort, self-empowerment, and a sense of healing.
Photo Art Direction Moodboard
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.
Final Visual Campaign
As this was for senior capstone, it was special getting to collaborate with my teammates for this last project of school for a project that is female-focused and accessibility driven.