From Breath to Blueprint
Not every product starts with tech. Some begin with breath.
When Johnny, the founder of Pranayama Studio reached out, he didn’t come with a wireframe. He came with a practice. A way of being. A set of tools that had transformed people’s lives.
His work was grounded in breath-work, holistic health, and intuitive coaching. The results were real. His impact was undeniable.
But the product? Still forming.
He wanted help productizing his offering—not to dilute the magic, but to make it accessible. He wanted to scale without losing soul.
That’s where I came in.
We started by zooming in.
We didn’t open a whiteboard. We opened a conversation.
We asked:
What’s the emotional journey someone goes through in this practice?
What are the “sacred moments” in each session—the ones that feel irreplaceable?
How do we protect those, while designing for scale?
What does success feel like on the other side?
Rather than reduce his work to content blocks or feature sets, we mapped Transformation Arcs—the emotional and energetic shifts his clients experienced.
That gave us the foundation we needed to preserve the heart of his work.
Then we shaped the system.
Once the emotional architecture was clear, we asked:
What patterns showed up across clients?
What stages naturally emerged from session to session?
What tools did he use to create safety, reflection, and growth?
We visualized his methodology like a layered system:
Foundation: breath, intention, safety Flow: exploration, block release, guidance Integration: reflection, journaling, action steps Embodiment: practice, presence, depth Empowerment: guiding others through their own journey
This was not about turning him into an app. It was about designing containers— a modular structures that could flex with each client, but hold steady at the core.
Then came the product layer.
Tiered offerings based on intensity and access
Clear value propositions for each type of engagement
Pathways to bring others into the system as coaches or facilitators
A narrative that could live across website, community, and sessions
The result?
A product that didn’t just sell the practice—it scaled the care. Without losing the quiet, intentional energy that made it powerful in the first place.
The Bigger Picture
This wasn’t just product work. It was systems thinking in service of something deeply human.
It reminded me that product design isn’t just for tech. It’s for transformation. When you listen deeply, protect what matters, and build thoughtfully—you can turn even the most personal, intuitive offering into something that grows with integrity.
That’s the work I love doing.
That is what Fly Forty is all about.
