Client
Independent
Year
2024–2025
Role
0 → 1 lead — took it from initial concept through research, UX, design, development and launch
Research
According to Pew Research, interest in astrology is strongest among young adults aged 18–29, who increasingly use it for self‑reflection and personal growth rather than prediction.
Building on this, We conducted in‑depth research into astrology apps, user behaviour and end‑to‑end experience, which led Astra to focus on reflective, psychologically grounded user journeys instead of generic horoscopes.
Challenges
Personalisation
Modern audiences want personalized content, and generic sun-sign horoscopes no longer meet that need—for example, Aries alone represents about 8.5% of the population.
Content and perception
Today, people view astrology as something that can be taken seriously, ironically, or as entertainment—but most resources still present it as objective truth, which leads to criticism and rejection.
Social interaction
In attempts to create meaningful relationships, especially among young people, checking astrological compatibility has long been the norm. However, most resources either ignore this need or offer superficial solutions.
There are ≈ 8,3 billion people on Earth, we create unique content for everyone.
We built an NLP-based system that integrates live star position data with techniques used by professional astrologers.
Offer new practices for reflection and collectivity
Astrology today is the spark for real conversation in a sea of small talk. We let users compare their astrological profiles, offering a new way to understand their relationships.
By introducing a touch of irrationality into their rational, tech-driven world, we enable deeper, more meaningful connections.
Road Map
We brought Astra to MVP on Android, launched it to a test audience and collected early engagement metrics and positive feedback. The product went from initial idea to research, UX, design, development and release, creating a solid 0→1 foundation for Astra as a mass‑media app that can fit into everyday routines.
Design workflow & working screens
As I worked on the new information architecture, my goal was to seamlessly connect key app features — natal charts, practices, courses, and astro‑events — into a single, intuitive entry point for users taking their first steps on their spiritual journey.
