march - april 2021

the prime

building the flow to an Ayurvedic gut healing program

health & fitness

How it all began…

 
 
 
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The Prime (book)

The Prime (2016) by Dr. Kulreet Chaudhary is an American bestseller outlining a 12-week program for detoxing, restoring health and losing weight.

The program utilizes the process of neuroadaptation to diminish subconscious addictive patterns.

Most of what the reader is prompted to “do” is take certain herbs, spices and Ayurvedic supplements in certain doses at certain times.

The program was developed to cure neurological diseases.

 

Dr. Kulreet Chaudhary

Dr. Kulreet Chaudhary combines her expertise in Neurology with her knowledge in the field of Ayurvedic programs to develop health plans for clients with various symptoms and diseases.

Not only does she successfully treat Alzheimer’s disease and multiple sclerosis as well as numerous chronic illnesses with an Ayurvedic cure, but her program has also proven to induce remarkable weight loss.

 
 
BEFORE

BEFORE

 
AFTER

AFTER

 
 

How I came to build The Prime (website)

I spotted “The Prime” when I was browsing audio books and completed the program over the course of six months. The theory behind it as well as the actual impact I could feel fascinated me, so I also got the physical book. I was perplexed at how little online presence Dr. Chaudhary and her gut-healing-program had, even though the book had been a great success.

One day, I realised a friends was also trying this program - and also feeling massive benefits.

 

NEURO-ADAPTATION CHART
SOURCE

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What’s sensational about the program

The program aims to recalibrate the inner sensor for what’s helpful and toxic for the body.

It’s the first dietary program that uses neuroadaptation, and is therefore the first one that takes into account that we are neurologically shaped by the foods we consume.

It considers how potato chips and many other processed foods contain chemicals that keep us addicted. When this pattern is active, there is nothing a diet can do.

“In reality, to loose weight, you don’t need willpower at all, but simply a smarter gut. It could be that you are perfectly intelligent in other life areas (…) but nonetheless don’t manage to change your eating behaviour. It’s not a character flaw - You simply have a problem with your gut flora!”

- K. Chaudhary: The Prime (2016)

The idea.

After I had spoken to my new acquaintance, I had one more piece of evidence that this program could be so helpful, not only to the large amount of people with dietary and weight issues.

“This has to reach more people”, I thought. I decided to build a program online that guided the user through the program and that could be an addition or replacement to the relatively extensive, text-heavy and non-interactive book.

Also, I could add imagery, tips and resources on where to purchase the Ayurvedic ingredients.

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My Role.

UX/UI Designer, Webdesigner.

My Primary Audience.

People with weight issues; people with IBS or other indigestion; People with chronic diseases which western medicine fails to treat successfully; people with a general interest in Ayurvedic medicine.

Tools.

Notion, Figma, Wix, Typeform, Super.so, Tally.so.

The Process.

Finding the right ingredients.

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1 Collecting in Notion

I first wanted to collect all the information from the book that I wanted to display on the website. For each page I wanted on the website, I made a page in my Notion. Why Notion? Well, because:

  • I am familiar with Notion and it is faster to build the structure there than in a website builder

  • I could give the set of Notion pages to the Notion community and might reach new interested people

  • The set of Notion pages would be the MVP - Notion users could easily use it already and other users also, they would just have to get familiar with how to use the questionnaires

  • That way, I could have all the copy ready and pre-organized

  • That way, I would always be clear on the information architecture.

I had previously used Notion for other things connected to Ayurveda and TCM, such as making a database with 318 foods assigned by their Doshas (Ayurvedic metric), element and thermal properties (TCM metrics) and nutriment type (such as grains, vegetables etc.)

CLASSIFICATION SPREADSHEET WITH 318 FOODS

CLASSIFICATION SPREADSHEET WITH 318 FOODS

 
COLLECTING INFORMATION IN NOTION

COLLECTING INFORMATION IN NOTION

 

2 Information Architecture

My first plan was to keep the website super simple. It should contain a landing page which led to the different phases, where the user can find instructions on what to do in this phase.

When I started collecting most interesting, however, I added two constitution questionnaires and several sub-pages in the phases, so it ended up being a bit more complex than initially planned.

In order to stay clear on the structure and maybe discover where better Information Architecture is needed, I made a sitemap.

INFORMATION ARCHITECTURE: PREPARING AND ORGANIZING THE INGREDIENTs

INFORMATION ARCHITECTURE: PREPARING AND ORGANIZING THE INGREDIENTs

MAKING A SITEMAP FOR “THE PRIME” IN FIGMA

The sitemap is likely to be iterated, if user testing shows there’s a better way to organize the pages.

The information architecture in the book works as the main determining factor of my sitemap.

 
 

3 User Research

To get clear on who I was actually designing for, I made some fictional personas. By getting into my user’s heads I came up with some core pain points and hypothetical solutions.

I also put some thought into which features the website would need to be different from the book (and hopefully more helpful).

UNDERSTANDING INCENTIVES FOR USERS TO CHOOSE THE WEBSITE OVER THE BOOK

FICTIONAL PERSONA 1

FICTIONAL PERSONA

FICTIONAL PERSONA 2

 
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3 Building in Wix

When I had built the basic structure in Notion, I went on to build a landing page in Wix. I did this because I wanted to create a more visually cunning site that all users can easily use. Notion seemed too complicated on first glance for the average Notion-unfamiliar user. And as the program aims at all people with the wish to improve their gut health, and not, for example, designers, tech-professionals or Notion-users, I wanted to increase accessibility.

 

4 Typeform

In this stage of the project, I used Typeform to build the Dosha questionnaire (to find out the user’s constitution acc. to Ayurveda) as well as the gut-IQ-test (To find out the user’s health state). Typeform worked well, and I could integrate it nicely into the Wix site, but it wasn’t for free.

I had previously also made these questionnaires as Notion spreadsheets.

QUESTIONNAIRES IN NOTION, AS CALCULATING SPREADSHEETS

QUESTIONNAIRES IN NOTION, AS CALCULATING SPREADSHEETS

MAKING QUESTIONNAIRES IN TYPEFORM

MAKING QUESTIONNAIRES IN TYPEFORM

 

5 Reaching out to the author

After I had built the start page in Wix, I reached out to the author. I described my intend to her.

I was curious if she might appreciate an online presence of her gut healing program. There might me a way of collaborating, for example by utilizing her existing marketing channels, I hoped.

Unfortunately, she never replied, so I was in need of a new mini business plan!

THIS IS DR. K. CHAUDHARY’S PERSONAL WEBSITE…

 

…AND THIS IS HER WAY OF MARKETING HER BOOK

 

Building with Super.so (and Notion)

Super.so is a no-code website builder that integrates specifically with Notion. It allows you to turn any Notion page into a website and even provides a custom domain. You can choose certain properties to edit your website pages such as font and color theme. This tool is less powerful than for example Wix in the sense that you can’t reshape the layout a lot or add effect, mouseovers or animations. but it is super quick and clean and especially so helpful to me as I already had all the content I wanted on my website in Notion!

BUILDING IN NOTION USING SUPER.SO

BUILDING IN NOTION USING SUPER.SO

CREATING A FAVICON IN FIGMA

CREATING A FAVICON IN FIGMA

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SETTING UP THE SITE IN NOTION, LINKING PAGES

SETTING UP THE SITE IN NOTION, LINKING PAGES

WORKING WITH SPREADSHEETS IN NOTION

WORKING WITH SPREADSHEETS IN NOTION

UTILIZING SYNCED BLOCKS IN NOTION

UTILIZING SYNCED BLOCKS IN NOTION

 

WORKING WITH TALLY: ON THE RIGHT YOU CAN SEE K. CHAUDHARY’S QUIZ, WHICH I WANT TO TURN INTO AN INTERACTIVE FORM.

7 Tally.so

Then I discovered Tally, which is a Notion-integrable form creator and free of charge. For the third time now, I took the time to adopt all questions of the Dosha questionnaire as well as the gut-IQ-test into a form.

 
 

SETTING UP CONDITIONAL LOGIC IN TALLY

 
 

Wait what - am I… done??

Creating the questionnaires was pretty time-consuming, but once I was finished and embedded them into my course, I was suddenly out of chores. I reassessed and found that I could basically publish…? It didn’t feel ready at all. I still wanted to add more interactivity and maybe add some extra challenges per phase (addressing the psychological side of a detox program).

But then I thought:

Is it finished? No.
Is it an MVP? Umm, yeeah, I guess.

So let’s somehow start getting it out there, get some more eyes on it, collect feedback, iterate.

So that’s what I’m going to do.

MY NOT-REALLY-FINISHED FINAL PRODUCT.

MY NOT-REALLY-FINISHED FINAL PRODUCT.

What’s next?

 
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User Testing and iterating the flow

I would like to conduct a round of user testing to assess my information architecture and user flows. Do my users understand (without previous knowledge) what the website is about? Do they find all the information they need or expect? Do they feel prompted to start the gut healing program?

Once I’ve collected some information, I can iterate on my information architecture and layout.

Later, it might be nice to even run a cohort of people who go through the whole program! We could jump on a call once a week, the participants can share their experience on how they’re feeling as well as give some feedback on the website. Do they have all the information they need? Do they feel motivated to pull through with the program?

Marketing

Although I initially made this website for friends and family, I wouldn’t want to hide it from the rest of the world.

I will do some research on which platforms to use in order to reach my target audience.

Refining the Design

Eventually, it would be amazing to have the website be more interactive. Maybe the user could log in, hit “START” once they start a phase, see a timeline on where they are in the overall course as well as in the current phase, and leave comments on each phase - maybe into a type of forum. This all would make more sense once the product has gone through a few rounds of user testing and has proven its value to people.