# PRODUCT.md · Mhordu

> หมอดู AI ผ่าน LINE สำหรับคนไทย — โหราศาสตร์ไทยที่เข้าใจวัฒนธรรมจริง

## Register

**Dual register.** Surfaces split into:

- **brand** — mhordu.ai landing, pricing, cultural authority page, paywall, ฤกษ์ B2B surfaces, premium-tier UI. Identity-led. Direction A · Modern Thai Mystical.
- **product** — daily horoscope card, ดวงคู่ compatibility card, lucky color tile, sticker pack, all share-optimized artifacts. Utility-led. Direction B · Y2K Mystic Pop.

A shared logo, shared display serif (Pridi), and shared พี่ voice bridge both.

## Users

### Primary — "พี่หนิง" (the daily-ritual user)
- Thai woman, 22–38, urban (Bangkok / Chiang Mai / Khon Kaen / Phuket)
- Office worker, freelancer, university student
- LINE is her primary chat surface, opens 30–80× per day
- Checks ดวงประจำวัน on the BTS / in the office bathroom before a big meeting
- Shares anything fun / spicy / mystical to IG Story (avg 1–3 stories/day)
- Pays for: Spotify, Netflix, สตาร์บัคส์, beauty subscription. Will pay THB 99/mo for joy + meaning.

### Secondary — "พี่ตั้ม" (the ฤกษ์ decision-maker)
- Thai SMB owner, 35–55
- Needs ฤกษ์ดี for: shop opening, wedding, signing contracts, baby naming
- Currently pays in-person หมอดู THB 1,500–5,000 per event
- Doesn't want a chatty app. Wants authority + correctness + immediate answers.
- Willing to pay premium tier (THB 299–999) for B2B / event ฤกษ์ services

### Tertiary — "น้องบีม" (the viral teen)
- 16–22, high school / first-year uni
- Lives on TikTok / IG / LINE
- ดวงคู่ checks every crush, screenshots constantly, sends to bestie
- Doesn't pay yet — but is the K-factor engine. Brings in cohorts.

## Strategic principles

1. **LINE-native, not LINE-friendly.** The product IS LINE messages and cards, not a webapp embedded in LINE. Web is a marketing / SEO companion, not the product.
2. **Cultural authenticity is the moat.** Generic LLMs (ChatGPT, Gemini) hallucinate Thai astrology. Mhordu doesn't. Every reading respects โหราศาสตร์ไทย, มหาทักษา, ฤกษ์งามยามดี, สีมงคล.
3. **Daily ritual > one-shot reading.** Stickiness comes from showing up every morning with something worth a glance. The daily card is the product.
4. **Viral by structure, not by stunt.** ดวงคู่ requires inviting a partner. Daily cards are IG-Story-shaped on purpose. Growth loops are baked in, not bolted on.
5. **Respectful, not edgy.** Thai astrology is real to users. Don't joke about it, don't ironize it. Make it fun by being warm (พี่ voice), not by being snarky.
6. **Brand serious, product playful.** Premium / B2B surfaces feel like a leather-bound astrology book. Daily share content feels like a Y2K sticker pack. Same logo bridges both.

## Brand

### Name
- **Thai:** หมอดู.ai — literal Thai for "fortune teller" + .ai TLD suffix. Pronounced *mŏr-doo dot ay-eye*.
- **Latin transliteration:** Mhordu (used for handles, English-context refs)
- **Domain:** mhordu.ai (primary)
- **LINE Official Account:** `@mhordu`

### Logo
Lotus + planet glyph, monoline. Single mark works on both registers:
- A register: indigo on cream, sized small, restrained
- B register: holo gradient or single accent color, sized larger, playful

### Visual systems

**A · Modern Thai Mystical**
- Palette: cream paper, deep indigo ink, gold accent ≤10%
- Type: Pridi (display serif) + Sarabun (body) + LINE Seed Sans TH (UI)
- Mood: contemplative, premium, *like a Bangkok antique book seller's catalogue*

**B · Y2K Mystic Pop**
- Palette: butter pastel, lavender, holographic gold, soft black ink
- Type: Mali (display rounded) + IBM Plex Sans Thai (body) + LINE Seed Sans TH (UI)
- Mascot: abstract celestial geometry — crescent + sparkle + star (no figurative face)
- Mood: shareable, playful, IG-Story-native, *like a Y2K sticker pack with Thai soul*

## Tone — พี่ (friendly older sister)

พี่ knows her stuff. She's read the คัมภีร์ a thousand times. But she talks to you like a friend over กาแฟดำ at a soi café.

### Voice principles

- **อ่อนโยน, ไม่หวือหวา** (warm, not gimmicky). พี่ ไม่ตะโกน.
- Use `นะ` / `จ้ะ` / `ค่ะ` softeners. Use `อ่าน` not `consult`.
- Address user as `น้อง` only when warm/encouraging. Otherwise neutral `เรา`.
- Specific > vague. "วันนี้สีเขียวมินต์ใส่แล้วราบรื่น" beats "สีนี้ดี"
- Cultural specificity. Refer to ฤกษ์, ราหู, ดาวพระเคราะห์ when correct — don't dumb down.
- Never use Western zodiac framing (Pisces / Aries). Thai system only.
- **No English in copy.** Brand displays as "หมอดู.ai" — body copy 100% Thai. "Mhordu" allowed for Latin-context handles only.
- **No em dashes**, no ironic quotes, no jokes about dharma or monks.

### Voice examples

❌ "Your daily fortune is here!"
❌ "ดวงคุณวันนี้: ✨ MAGICAL ✨"
❌ "หมอดู AI ที่ฉลาดที่สุดในไทย!!!"

✅ "ดวงพี่หนิงวันนี้ — มาเปิดดูกันนะ"
✅ "วันนี้พี่ดูแล้ว ราหูมาทำมุมดีกับเรา ลองทักคนที่คิดถึงดูสิ"
✅ "ฤกษ์เปิดร้านวันที่ ๑๕ พฤษภา ๖๙ — ดีค่ะ ตั้งใจแล้วก้าวมั่นใจไปเลย"

## Anti-references — what Mhordu is NOT

| Don't look like | Why |
|---|---|
| Co–Star (purple gradient + neon stars + Western glyphs) | Generic category default. Western system. No Thai context. |
| Generic SaaS landing (hero metric + glassmorphism + Inter) | AI-slop signal. No personality. |
| Sketchy Thai Facebook page banner (gradient text, Comic Sans Thai) | Anti-trust signal. Looks scammy. |
| Lottery / casino aesthetic (gold glitter, slot frames) | Legal risk + brand risk. |
| ChatGPT mystic app (left-stripe cards, emoji icons, gray Material) | AI-slop par excellence. |
| Hindu / Vedic astrology aesthetic (Sanskrit chakras) | Wrong cultural lane. Mhordu is Thai, not Indian. |
| K-pop fortune-app (oversaturated K-aesthetic) | Wrong cultural lane. |
| Western tarot mystic app (occult / dark / candles) | Tonally off. Thai astrology is daylight, not dungeon. |

## Anti-features

- ❌ Lottery number predictions (Thai Lottery Act §17 — illegal)
- ❌ Medical / health diagnosis
- ❌ Crypto / stock predictions
- ❌ Gambling tie-ins
- ❌ Buddha imagery without monk advisory (year 2+)
- ❌ Mockery of horoscope users (they are us — write *with* them, not *at* them)

## Cultural authority sources

The knowledge base draws from:
- โหราศาสตร์ไทยเดิม (traditional Thai astrology)
- มหาทักษา (eight-direction planetary system)
- ฤกษ์งามยามดี (auspicious-timing canon)
- สีมงคลประจำวัน (day-of-birth lucky colors — seven days)
- ดาวพระเคราะห์ (planetary placements, Thai system)
- ดวงคู่แต่งงาน (marriage compatibility tradition)
- คัมภีร์เลข ๗ ตัว (Lek 7 Tua numerology)

Founder-curated in months 1–2. Mid-tier หมอดู advisory retainer in months 3–6. Monk / temple advisory year 2+ (Buddhist sensitivity board).

## Success criteria (design level)

1. A 32-year-old Thai woman opens Mhordu's daily card on the BTS, reads it in 4 seconds, screenshots it to IG Story without thinking.
2. A 45-year-old shop owner sees the mhordu.ai landing and trusts it within 8 seconds — premium, authoritative, "this is the real thing."
3. A 19-year-old uni student sees the ดวงคู่ card and immediately taps "invite my crush" without hesitation.

If any of those three fail, the design fails.