goop by Gwyneth Paltrow

Founded by Gwyneth Paltrow, goop is a modern lifestyle and wellness platform at the intersection of content, commerce, and culture. I led product design and creative direction on a full digital redesign — evolving goop’s ecosystem into a more cohesive editorial and shopping experience.

The Challenge
goop is not a traditional ecommerce brand — it’s a content-first world, however the experience didn’t fully reflect that. Editorial, product, and storytelling lived side by side, rather than together. The site leaned heavily into discovery, but lacked clear hierarchy and flow, making it difficult for users to move from inspiration to action with confidence. The result was a beautifully curated brand that felt fragmented in execution, where content inspired, but didn’t always convert.

The Strategy
I approached goop as a digital publication first, storefront second. The goal wasn’t to simplify the world, but to structure it — creating an editorial system that guides, curates, and frames products within a larger narrative. Inspired by goop’s deeply personal and storytelling-led point of view, the strategy focused on building a seamless relationship between reading, discovering, and shopping. Every interaction was designed to feel like moving through a story, rather than browsing a catalog.

The Solution
I redesigned the end-to-end experience across homepage, PLP, and PDP, introducing a more intentional editorial framework throughout the site. Content became the connective tissue — reframed as entry points into product discovery and layered into product pages through education, benefits, and social proof in a more digestible, narrative flow. A refined system for curation guided users through categories, collections, and worlds, reducing overwhelm while maintaining discovery. The design language was evolved to feel more like a modern publication, using whitespace, typography, and pacing to create rhythm across the experience. This system extended beyond the site into content, social, and campaign touchpoints, creating a more unified and recognizable goop voice.

The Results
A more cohesive, editorially-led digital experience where content and commerce are no longer separate, but part of the same story — transforming discovery into confident, considered conversion, and creating an ecosystem that feels like stepping into the goop world.