Astrology Emoji’s App lets users quickly check their horoscope, star sign’s qualities and compatibility with other signs. The appeases the user into learning about the stars. Technology Game Changers, A start-up company, hired a UX designer to work on an  app that serves the Astrology Community.
Using design thinking principles, I collaborated with the product manager, UX researcher, other designers, and a team of the developers.
Role: UX/UI Designer
Tools: Paper & Pencil | Figma
The Goal
The client expressed his objectives as follows:
1. Keep the core features as simple as possible. 
2. Create a well-built mobile adaptation with the use of an animated character feature that will interact with users. 
3. Design and develop a user-friendly product. 
4. Move fast.
 This case shows how we met the client’s business objectives while reframing to the user’s point of view and expectations for an engaging experience.
User Research
Primary and secondary research was performed by the organization’s User Researcher through 100 surveys, and 3 follow-up interviews. Working collaboratively across research and design, we found several key insights including the following:
Discovery: Two User Experiences
Since horoscopes are a key feature for daily engagement, we paid special attention to related survey answers. We found that there was almost a 50/50 split in what users are looking for: 52% responded that they like their horoscopes thorough and in-depth, while 48% responded they like their horoscopes quick and to the point. As a result, we designed this key engagement feature to serve two types of users with two levels of experience.

Discovery: Astrology as Entertainment
The research also points to a strong theme of “entertainment value” amongst what users are looking for 91% of respondents strongly or moderately agreed that they check their horoscope for its entertainment value. And aside from “checking my horoscope,” “entertainment value” was the second-highest-ranking reason for using an astrology app.

A New Point of View
Using the design thinking method, after synthesizing user research findings, we formulated a Point of View to outline the design challenge: 
Astrology fans want an entertaining, personal and social experience. 
Users want to make astrology part of their lived experience—and that experience is mobile. 
As digital natives, they also have escalating expectations for interactive services that support their mobile lives.

'It would be game-changing to think beyond traditional app usability to designing an immersive experience with a variety of interactive services that support their mobile lifestyles.'
Card Sorting
3 Types of Mobile After analyzing all customer experiences, I pulled specific insights and aggregated them into themes. I discovered three areas of interaction that must be simplified for today’s digital natives who engage in their mobile lives.
Once we gained a clearer picture of our users, we began adapting Information Architecture in the mobile environment and started generating design solutions in the form of paper prototypes.
By doing low-fi prototypes, we were able to test a lot of design ideas and quickly find the right ones. Moreover, prototypes allowed developers to begin coding the most fundamental app interactions and discover technical limitations of which we couldn’t have known before.
During these 1st User testing, we discovered several usability issues and formed solutions for them.
Designing for Interactive Value 
I would like to see more uniqueness on the tarot card function. Maybe a layout of the cards being spread out and being able to pick some cards and “customize” readings that way. I would even be happy seeing a fun “fortune” telling section where you can ask a question and the app generates an answer. Those are pretty fun and can grab the attention of users. 
Solution: Created more entertainment value by adding interactive capabilities within the tarot card feature. With a few design changes, fans can now use tarot cards in a variety of ways.
Designing for Total Experience 
When testing for the overall experience, users expressed disappointment when they saw a complete range of features, which they were thrilled about, but then after clicking, realized that many were blocked from use. 
Solution: Redesigned the interface with two tabs to different free and premium features.
Designing with Data 
When testing the Zodiac feature, savvy astrology lovers knew that asking for data about one’s gender was not needed to learn one’s sign. This felt like a privacy infringement and cast a shadow of doubt on the credibility of the overall app. 
Solution: Eliminated this unnecessary request for information and monitored for other data solicitation problems within the app.
We created an easy-to-use, playful app. Users really like the ability to quickly view their horoscope, qualities and compatibility without having to scour the internet for hours or read through long texts.
Back to Top