Beluna Astrology
UX Research, Usability Testing, Content Strategy, and UI Design
Summary
Beluna is the first astrology app to incorporate a self-care feature and deliver its content through podcasts, so that users may reduce their screen time while using the app to listen to meditative or informational podcasts.
Click here to view the design journal I kept while designing this app →
Roles & Responsibilities
As the sole UX Designer working on Beluna Astrology App, I independently led and applied the Design Thinking process through each phase of development:
Brainstorming, User Research, Competitive Analysis, Creating User Flows, Ideating, Wireframing, Content Strategy, Branding, Prototyping, Testing
Project Scope
Conduct all research and testing necessary to design High Fidelity Mockups and a Minimal Viable Product for Beluna Astrology App.
Create a 25min long stakeholder presentation, and present the idea.
Time Constraint: 6 weeks
Problem
Millennials are the most stressed out population in the US, according to a study by the American Psychological Association.
Astrology has become a popular source of guidance for self-care, self-reflection, and navigating uncertainty, but current astrology apps lack a usable self-care or goal-setting component, usually found in separate platforms and apps.
Audience
Millennials and younger generations, around the ages of 14-40
Primarily women and non-male identifying genders
Located in the US and abroad
Creative personality, and/or interested in self-care practices
Already has some general knowledge of astrology or self-care
Solution
Beluna is an astrology app that aims to help stressed out millennials self-reflect and track their goals, in one place.
Discovery & Research
A user survey was posted for 24hrs to a largely millennial audience on Instagram and Twitter
80% of respondents reported familiarity and interest in astrology as a self-reflection practice
Podcasts were determined to be the best for:
Meditation content
In-depth learning
Reducing screen time
Ease of information absorption
90% of users actively set goals
80% of users think progress tracking and a reliable reminder system would boost their motivation
75% of users are interested in social support from friends
Competitive Analysis
Co-Star Astrology | Key Takeaways
Accuracy of birth chart information matters
Minimalist layout helps improve readability
Beluna will aim for clarity in content organization
Sanctuary Astrology | Key Takeaways
Organizational structure simplifies complex info
Too much tapping required to read content
Access to astrology experts makes app more credible
Comparative Landscape - UI Design Inspiration
A variety of self-care apps, such as Care/of, Headspace, and Shine App were examined for their content organization, layouts, use of goal tracking, and podcast features to inform the ideation and sketching process for Beluna Astrology app.
Personas developed, representing real people in Beluna Astrology’s Target Market -
Persona 1
Astrology Nerd, Independent User
Persona 2
Social Butterfly, Social User
Persona 3
Multitasker, Independent User
User Journey
The (independent, introverted) primary persona was used to create a user journey, which also reflects the journeys of the other personas.
Design Requirements
Podcast Format
App must deliver its main content through podcasts that can be re-accessed later.
Goal Tracker & Reminders
Include a simple way for users to track goals and set custom notifications
Social Support
Factor in options to see friend profiles and invite friends to join in on goal tracking.
Dark UI Design
User interface should be dark, minimalistic, and clean with resourceful usage of vibrant colors.
Information Architecture
User Flows for MVP version of Beluna Astrology App -
1. Onboarding Experience - Arriving to Homepage
2. Viewing Personal Astrological Birth Charts
3. Learn About Friends from their Profile
4. Set Intentions and Track Goals on Calendar
5. Listen to Daily Horoscope Podcast
Original Site Map
Early Brainstorming, Sketches, Design Notes
Wireframing & Content Strategy to Meet Requirements
Podcast Format
Goal Tracker
Custom Notifications
Social Support
Meeting Brand Requirements
Dark UI Design
Early App Iteration Testing
5 participants were asked to complete a series of 3 tasks:
- Track a goal
- Find a personal podcast
- Learn about a friend
All 5 participants were able to accomplish all goals within 1 minute 34 seconds (with 2 minutes being the longest time a user was willing to actively search for a feature).
4 participants mentioned a desire to change podcast hosts.
2 participants spent over 20 extra seconds looking for clickable areas on the friend profile.
UI Changes in the Latest App Iteration
Option to “Change Host” added to Homepage flow
Button and icon accent colors accentuated for easier viewing experience
User Profile with Birth Charts
Birth Charts in Podcast Format
Goal Setting & Tracking
Custom Set Notifications
Social Support Features
Friend Profile with Podcasts
Compatibility Checking
Onboarding Experience
Palm Reading to recommend intentions during sign up
Prototype
Previews best on a desktop computer.
This demo first takes you through the app onboarding process, and then leads to the rest of the app.
Hit “R” on your keyboard to restart.
Final thoughts
Beluna Astrology App is successful in its branding appeal to its target audience, and provides all the core functions it promises.
The onboarding experience is made to be fun and informational to draw the user into the app.
Developing this astrology app idea was a total creative joy, and I was really able to refine my understanding of each step in the Design Thinking and UX Research processes.
Through some trial and error the UI came together, though in hindsight I should’ve used a more structured ideation process.
Improvements in the app could involve a better addressing of accessibility concerns for deaf users, by adding a reading option for all podcasts.
Overall, the concept and “heart” of the app are strong, and I look forward to revisiting this app again in the future.