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.
Research · Web Design · Photo Art Direction
CollaborationEmi Tang
Evelynn Li
Aligning with the vision of Goji’s goal to demystify the stimga of penetration-focused solutions, the website guides users into a streamlined learning and shopping experience.
Gentle Approach
Through mixed-method research framework
Built from research
Pelvic pain has a profound impact to quality of life.
As a team, we gathered information from 5+ academic papers to understand the signifiance 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 accesses 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.”
Visuals that embody comfort, self-empowerment, and a sense of healing.
Wireframes Mockups
approach guided by research