Building Clarity & Confidence for Pelvy’s Pelvic Health Platform

“The GFP team brought so much warmth, care, and clarity to the rollercoaster of startup life, I honestly wish we’d started working with them a year earlier. 

Their archetypes work gave us deep, lasting insight into our audience that’s now the foundation for every big business decision we make. It’s not just research, it’s emotional intelligence turned into strategy which is key in a sensitive and emotion-filled space such as pelvic health. 

And even after the project wrapped, they kept showing up with thoughtful check-ins and generous support. They’re the kind of partner that makes you feel truly seen, and set you up for long term confidence as a founder.”

-Amelia Godfrey, Founder of Pelvy App

"Working with Matt and the team at Growth For Purpose has been a game changer. Their strategic thinking, attention to detail, and deep understanding of the psychology behind product design helped us bring clarity and structure to a complex project.

They didn’t just deliver beautiful, thoughtful UX — they brought insight, energy, and a clear path to growth. Matt’s depth of knowledge and the team’s collaborative style made the whole process feel seamless.

Highly recommend for any product team serious about impact."

-Amelia Godfrey, Founder

Pelvy

Client

Year

2025

Background

Pelvy is a pelvic health platform helping people get clear guidance and clinicians deliver confident care. As they grew, Pelvy needed a way to meet very different needs on a sensitive topic, so the right guidance shows up at the right moment - in clinic and at home.

Key Goals

• Help people recognise themselves quickly and choose the right starting path
• Lift activation for assessments, education and home exercises
• Give clinicians a simple way to match guidance and follow up
• Create a shared language across product, content and care teams
  

Our Role

Growth For Purpose partnered with Pelvy to design an emotionally intelligent, data-driven foundation for their next phase of growth.

We combined qualitative and quantitative methods - from market and forum analysis to surveys and structured interviews - to uncover the psychological and behavioural drivers behind engagement, trust, and drop-off.

This work defined Pelvy’s archetypes - clear, human-centred audience profiles grounded in real data giving every decision a reference point for emotional truth and product-market fit.

Results

• Clear audience archetypes validated through qualitative and quantitative research
• Streamlined onboarding flows matched to real emotional drivers
• Shared decision-making framework for product, clinical, and marketing teams
• Foundation for ongoing lifecycle automation and retention measurement

This isn’t just a messaging project for Pelvy. It’s the foundation for every future growth decision, informing ASO, ads, onboarding, lifecycle comms, tone, segmentation, and even internal hiring and investor pitches. 

The return? Increased conversion, deeper trust, and consistent strategy delivering ROI for years.

We analysed leading pelvic-health and digital-care apps to identify positioning gaps and trust drivers. The insights revealed how most competitors spoke in clinical jargon, overlooked onboarding friction, and failed to bridge clinic-to-home continuity. By contrast, Pelvy could own a clearer, more human position - practical, emotionally safe, and clinically credible.

Outcome:

Sharper positioning, a clearer first step, and a unified narrative Pelvy can lead with.

Pelvic health is crowded and confusing. Our market scan showed an unmet need for clear starting paths that feel safe and personal - linking clinic care to home progress. We reframed Pelvy’s story around “clarity and confidence,” giving both users and clinicians a language for progress.

Outcome:

A narrative Pelvy can confidently own: simple starts, plain language, and connected care.

We ran a structured review of Pelvy’s core screens to remove friction and lift confidence. We refined navigation and naming, simplified choices per screen, clarified labels and states, and added friendly progress cues across tracking, learning, and planner flows. The result is a calmer interface with faster time-to-value, lower drop-off, and a smoother clinic-to-home handover.

We uncovered several core user groups representing the spectrum of confidence, vulnerability, and self-efficacy in pelvic health.

From those seeking immediate reassurance to those looking for long-term self-management, each group had different levels of readiness, trust, and perceived control. Defining these user groups helped product and clinical teams design experiences that meet users where they are, not where the brand assumes they should be. It also enabled precise prioritisation for onboarding flows, educational content, and clinician follow-up tools.

For each archetype, we defined key communication principles, messaging themes, and tone frameworks aligned to their emotional state and stage of change. This created an emotionally intelligent system that ensures Pelvy’s voice feels human, empowering, and safe - whether in clinical content, onboarding prompts, or automated journeys.These comms blueprints now guide every message and UX decision, giving Pelvy a shared language across content, marketing, and care delivery teams.

We mapped each archetype’s emotional journey from uncertainty and frustration through discovery, action, and confidence to visualise where users gain or lose momentum. This map became a core reference for feature design, onboarding sequencing, and habit-building interventions. By anchoring every experience to how users actually feel and what they need to feel next, Pelvy turned empathy into measurable activation. Thus, building trust faster and improving care adherence long-term.

Through mixed-method research combining market data, survey insights, and deep interviews,  we identified the emotional patterns and behavioural triggers driving pelvic-health decision-making. Instead of segmenting by age or condition, we focused on the psychological state people were in when seeking care. This shift allowed Pelvy to see its users not as demographics, but as distinct emotional journeys - each with unique motivations, fears, and needs for support.

Ready to Grow?

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