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We rebuilt Sentinel Underwriting's entire property-inspection workflow — from order intake to delivered report and invoice — on a modern platform, migrating 400k+ historical inspections and layering in automated valuations, AI-assisted quality review, and role-based portals for every stakeholder.
Traya Health is India's most trusted, science-backed hair loss treatment brand — the first to combine three disciplines, Dermatology, Ayurveda, and Nutrition, into a single, root-cause treatment plan. Rather than selling one-off products, Traya diagnoses why a customer is losing hair, builds a personalized kit around that diagnosis, and pairs every customer with a dedicated Hair Coach for the length of their treatment.
That model has earned Traya a 93% success rate in its internal study, a 4.5-star Google rating, the trust of 70+ doctors, and more than 2 lakh Hair Tests taken on its platform. Our job was to give that ambitious, non-standard health journey a digital home that could carry it, end to end, on Shopify.
Most eCommerce sites exist to help people browse, add to cart, and check out. Traya's model breaks that pattern completely. A customer doesn't arrive knowing what to buy — they take a multi-step Hair Test, receive a root-cause diagnosis across six factors, and only then get matched to a treatment kit designed for their specific condition. The purchase is the last step of a diagnostic journey, not the first click.
Shopify, out of the box, isn't built for that. It's built for standard catalogs and linear checkout. Traya needed a platform that could capture health data, interpret it, recommend dynamically, sell subscriptions that run for months, protect sensitive information, and earn trust at every scroll — all while staying fast for an audience that shops almost entirely on mobile. The brief wasn't “build a store.” It was “build a personalized treatment engine that happens to run on Shopify.”
The answer was a custom platform built around the learning product itself, with one backend behind every screen.
SKUs unified into one catalog with a single subscription and recurring-order system
Treatment-plan subscriptions engineered for the full hair-growth journey
Root-cause factors mapped inside a custom diagnostic funnel that recommends a personalized kit
From design to a live, secured, performance-tuned Shopify storefront
Traya's platform demanded solutions to problems a typical Shopify store never encounters. Four stood out as make-or-break.
Shopify assumes customers know what they want. Traya's customers don't — and shouldn't. We had to build a diagnostic funnel on top of Shopify that captures health inputs across six root causes (nutrition, gut health, dandruff, stress, genetics, and metabolism), maps them to a diagnosis, and dynamically assembles a personalized kit. That is deep custom development layered onto a platform that wasn't designed to think this way.
In health and wellness, trust is the conversion. A single testimonials page wasn't going to be enough. Clinical validation, before/after transformations across Stages 1–7, ingredient science, named customer stories, and a money-back guarantee all had to be woven naturally through the funnel — reinforcing confidence exactly where hesitation happens, not tucked away on one page nobody visits.
The Hair Test collects personal health information from hundreds of thousands of users. That raised the security bar well above standard retail. The platform needed client-side encryption for health inputs, DDoS protection, and SSL — implemented without adding friction or slowing the experience down.
Traya's audience is overwhelmingly mobile, spread across an enormous range of devices, browsers, and network conditions. A rich, media-heavy, trust-led funnel can easily become slow and inconsistent. Delivering fast load times and identical behavior across that fragmented landscape was a non-negotiable, not a nice-to-have.
The goal was never to redesign a shop — it was to compress the distance between a customer's problem and Traya's solution, turning a clinical, multi-step treatment model into a digital experience that feels effortless. We delivered this across three connected workstreams.
Traya didn’t need the flashiest technology stack—it needed the right one. Shopify provided a proven, secure commerce foundation and helped accelerate time-to-market, allowing the team to focus on the more complex parts of the customer journey: the diagnostic funnel, subscription logic, and trust layer. Each technology was selected for a specific role in creating a fast, secure, and reliable treatment experience.
Commerce platform and custom theme foundation
Client-side encryption for sensitive health-test data
Global CDN, DDoS protection, and SSL
Cross-browser consistency for a mobile-first audience
Lightweight interactivity across the diagnostic funnel
The screens below are live on traya.health today. Replace each frame with a screenshot of the corresponding section to turn this into visual proof of the work.
This wasn't a store redesign — it was the digitization of an entire treatment model. What began as a challenge (“Shopify can't do this”) became a platform that guides a customer from a six-factor Hair Test, to a personalized kit, to a subscription that supports months of care, to a Hair Coach who is one tap away throughout. Trust isn't bolted on; it's built into every screen. Security isn't an afterthought; it protects health data before it ever leaves the browser.
The breakthrough was collapsing the distance between diagnosis and purchase. Instead of asking customers to shop, we let them get diagnosed — and made buying the right treatment the easiest next step.
| Area | Standard Shopify Approach | Traya Custom Build | Business Impact |
|---|---|---|---|
| Product Discovery | Generic browse and search | Guided Hair Test across 6 root causes | Customers matched to the right kit instead of guessing |
| Path To Purchase | Manual navigation to cart | “My Recommended Plan” — diagnosis to checkout in one click | Shortest possible route from intent to order |
| Trust Signals | Isolated testimonials page | Clinical data, before/after and reviews at every step | Confidence reinforced where hesitation happens |
| Treatment Continuity | One-time purchase | Subscriptions for 3–6 month plans | Supports the full journey, not a single sale |
| Data Security | Standard handling | Client-side crypto-js encryption | Health data protected before transmission |
| Performance | Variable across devices | Cloudflare CDN + core-js | Fast, consistent experience on any device |
| Expert Access | None | Hair Coach booking on every page | Human guidance kept one tap away |
The platform changed what Traya's storefront is capable of — from a catalog a visitor has to navigate, to a guided journey that diagnoses, recommends, and retains. The before-and-after above captures each shift: discovery replaced by diagnosis, a manual path to cart replaced by one-click plan-to-checkout, scattered proof replaced by trust at every step, and one-time sales replaced by treatment-length subscriptions.
Together, these turned a standard commerce flow into a model that mirrors how Traya actually treats hair loss — the digital equivalent of a diagnosis, a personalized prescription, and a coach who stays with the customer throughout.
Traya's business model is diagnosis-led: customers take a six-factor Hair Test and are matched to a personalized kit before buying. Standard Shopify is built for browsing and linear checkout, so we engineered a custom diagnostic funnel, dynamic kit-recommendation logic, and a “My Recommended Plan” flow on top of Shopify to support that treatment-first journey.
The Hair Test collects personal health inputs, so we implemented client-side encryption using crypto-js — data is encrypted in the browser before it is transmitted. Cloudflare adds DDoS protection and SSL on top, keeping the platform secure without slowing the experience for users.
Hair treatment runs over months, not a single order. We built subscription and recurring-order management for 3–6 month treatment plans, so customers stay on their regimen automatically and Traya can support the full treatment cycle rather than a one-time purchase.
We integrated the Hair Test as a custom funnel that captures six root-cause factors and dynamically recommends a kit. The diagnosis result links directly into Shopify checkout via a “My Recommended Plan” CTA — turning test completion into purchase in a single click.
Instead of relegating proof to one testimonials page, we embedded clinical data, before/after transformations across Stages 1–7, a month-by-month results timeline, Google reviews, named success stories, ingredient-science pages, and a money-back guarantee throughout the funnel — reinforcing confidence at each decision point.
The platform runs on Shopify, with crypto-js for encryption, Cloudflare for CDN and security, core-js 3.37.0 for cross-browser consistency, and jQuery for lightweight interactivity. A focused team of 4–5 specialists delivered the full design-to-launch cycle in 2–3 weeks.
