Yoga monastery
Year
2025
Industry
Retreat and wellbeing
Role
Research, strategy, design, engineering
Stages
Find, shape, cut, launch
+180%
Attendance
+250%
Time on site
A nugget of insight is found through research. Four personas came out of it, all arriving at the same place from different directions.
Stina, 31
Lives in Aarhus and works as a fitness instructor. She watches a lot on psychology and spirituality, and carries work stress and relationship uncertainty she is not sure how to handle.
Erik, 28
Manages a small department at an IT company in Düsseldorf. He came to spiritual practice naturally and sees value in meditation, but it has not been enough for his work stress.
Jonna, 36
An artist in Malmö, happy with her husband and two children, currently short of inspiration in her work. Classical music and walks in nature are no longer doing it.
Joel, 32
A software developer in Stockholm with good social skills. He feels near the top of his career and is looking for something more, searching online wherever he can.
Design principles
Sincere · Immersive · Welcoming · Scaleable
Sincere
The personality of the product has to carry information, style and energy in a way that becomes endearing.
Immersive
Once a relationship is established, the product has to be open and honest about the spiritual path.
Welcoming
The offline experience and its online representation both have to be warmly welcoming to spiritual seekers.
Scaleable
Everything has to be executable by people with moderate skills, following simple templates and manuals.
Customer journey map
The future product is shaped in close collaboration with the client. Together with the monks we co-created the vision and strategy for the whole project during a design sprint.
Long-term goal
Aspire ten thousand people to self-realisation in the next seven years, for the better of the world around us.
Facets polished to shine bright. The product is ready to go live.
Hero and intro
Research showed which information mattered most, so it was brought all the way up. People also wanted to see the place in action, so pictures and background video carry the feel of it.
The place
The start page tells the half-century story of the monastery, amidst the depth of the Swedish forest.
Retreat page
It starts with dates, social proof and location, carries the feel of the place through a gallery, and gives a clear outline of every day so expectations are set.
More videos
People asked for a feel of the company at the retreat, so the page carries video testimonials and video lessons from the teachers.
Location
It states clearly how to get there, and summarises the whole programme in a simple list.
Booking
Once dates are chosen, a simple form and a $100 deposit is all it takes. The show-up rate runs at about 98%, and everyone settles the rest on arrival.
Confirmation
Before paying, people see the list of included amenities once more. Once Stripe has processed it, the next steps are stated clearly on the confirmation page.
Key milestones
User testing
Facilitation
Strategy
Vision
Value based roadmap
Prototype
Design principles
Design
Full cycle
Final user test
Engineering
Architecture
Backlog
Team management
Strategic insights shown here are skewed for presentation purposes, and results may differ from the client’s official stance.