campaign
NYU · Thesis capstone project
Heavenly Blush: Your Gut Journey
A 5-day interactive microsite that makes gut health feel approachable, engaging, and actionable for Indonesian yogurt drinkers.
Role
UX designer, learning experience designer, UX researcher
Timeline
8 months, May–Dec 2025
Team
Sole designer
Tools
Figma, FigJam
At a glance
Problem
Indonesian consumers see yogurt as a sweet snack rather than a gut-health product, and Heavenly Blush struggled to explain why its products cost more.
Approach
Stakeholder interviews, market and consumer research, and learning design frameworks.
Outcome
Your Gut Journey: a QR-launched 5-day challenge pairing each product with a simple gut-health lesson and habit.
01 · Overview
Helping people understand what’s in their yogurt
For my thesis project, I partnered with my family’s yogurt company, Heavenly Blush, to explore how design and learning experiences could help Indonesian consumers better understand gut health and the value of probiotic yogurt.
While yogurt consumption in Indonesia has been growing, many consumers still associate yogurt primarily with flavor, sweetness, or dieting rather than gut health. Heavenly Blush also faced the challenge of communicating why its products were priced differently from competitors, despite emphasizing cleaner ingredients and functional health benefits.
To address this gap, I designed Your Gut Journey, a 5-day interactive microsite that combines storytelling, habit formation, and bite-sized educational content to make gut health feel approachable, engaging, and actionable.
02 · The problem
Wellness is growing, understanding isn’t
Although awareness around health and wellness is increasing in Indonesia, many consumers still have limited understanding of:
✦ What gut health actually means
✦ How probiotics work in the body
✦ Why functional yogurt products provide long-term value
At the same time, educational health content often feels overly scientific, generic, or disconnected from everyday behavior. This created an opportunity to rethink how consumers learn about nutrition through a more engaging and emotionally resonant experience.
03 · Research and insights
Why health messaging wasn’t landing
I conducted stakeholder interviews, reviewed market and consumer research, and explored learning design frameworks to better understand both the business and educational challenges.
Insight 1
Consumers were more motivated by flavor and convenience than health education
Insight 2
Many users viewed yogurt as a sweet snack rather than a functional product
Insight 3
Health messaging often felt intimidating or overly clinical
Insight 4
Users responded more positively to visual and interactive learning experiences than informational text alone
I also discovered that many educational campaigns explained information to users, but rarely created experiences that allowed users to actively engage with and reflect on their habits.
04 · The solution
A 5-day gut journey, one yogurt at a time
The final concept became a 5-day guided challenge where users scan a QR code from product packaging to begin their “gut journey.”
Each day introduces
✦ A specific Heavenly Blush product
✦ A simple gut-health concept
✦ A small reflective or habit-based activity
✦ Interactive content designed to reduce cognitive overload
A cast of characters
To make the experience feel less clinical, I introduced a lightweight narrative system with illustrated characters:
✦ Guti, the main gut mascot
✦ Good bacteria characters
✦ Sugar monsters representing unhealthy habits
This narrative layer transformed the experience from a traditional educational campaign into a more emotionally engaging journey.
05 · Learning design approach
Grounded in how people learn
The project was heavily informed by learning and behavioral design principles, including:
Cognitive load theory
Simplifies complex health concepts into digestible interactions.
Constructivist learning
Encourages users to connect lessons to their own routines and behaviors.
Narrative-based learning
Improves engagement, attention, and retention through storytelling.
Habit formation and reinforcement
Builds routines through daily challenges, badges, and progress tracking.
Rather than overwhelming users with scientific explanations, the experience focused on helping users gradually build understanding through small, contextualized interactions.
06 · Outcome
Bridging understanding and product value
The final prototype demonstrated how educational UX and storytelling could help bridge the gap between consumer understanding and product value.
How users described it
✦ More approachable than traditional health education
✦ Easy to follow in short sessions
✦ Visually engaging and memorable
✦ Helpful in making gut health feel relevant to daily life
What it opens up for Heavenly Blush
✦ Stronger brand differentiation
✦ Deeper consumer engagement beyond purchase
✦ Positioning as an educational wellness partner, not only a yogurt product
07 · Reflection
What I learned
This project challenged me to think beyond traditional UX flows and consider how learning, behavior, storytelling, and branding can work together within a single experience.
One of the most valuable lessons was learning how to balance educational depth with emotional engagement. Designing for learning is not just about presenting information clearly. It’s also about creating motivation, curiosity, and relevance.
It also reinforced my interest in designing experiences at the intersection of education, behavior change, and digital product design.
nlk9458@nyu.edu →
Open to full-time roles and freelance projects
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