Blue Angel Oracle App:
Case Study P1

Project Overview

Blue Angel App is a spiritual and self-help publishing company offering digital versions of its popular oracle 
card decks across iOS and Android platforms.

As the UX/UI Designer, I collaborated remotely with a developer to plan, design, and launch a major App update across iOS and Android, focusing on UX strategy, UI design, and new feature developments.

Project Goals:

Create an engaging digital oracle card experience

  • Introduce requested features, including

  • Save Reading and Share Reading‍ ‍

  • Increase user engagement and encourage repeat App usage.

As the UX/UI Designer, I collaborated remotely with a developer to plan, design, and launch a major App update across iOS and Android, focusing on UX strategy, UI design, and new feature developments.

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P2

Key Challenges & Goals

  • Design an intuitive and seamless card reading flow

  • Enable users to save and revisit past readings

  • Improve usability and accessibility across devices

  • Increase overall user satisfaction and engagement.

We wanted to modernize the visual UI without disrupting the spiritual aesthetic core to Blue Angel's audience and current brands look
and feel.

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P3

Features Introduced

  • ‘Save a Reading’: Users can save and revisit past readings, allowing for ongoing reflection and a more personalised user journey

  • ‘Swipe Deck UI’: A smoother, more intuitive card-swipe experience with natural gestures for easier navigation

Project Goals:

  • ‘Shuffle a Deck’: Users can shuffle cards dynamically before drawing selections, an interactive and authentic reading experience tailored to different reading types

  • ‘Enhanced Visuals’: Redesigned card pack layouts and screen flows to better support swipe and shuffle interactions

  • ‘Multiple Reading’ types: Offers users a variety of reading formats based on their selected deck and personal preferences.

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P4

Design Process

  • Created wireframes and user flows in Figma

  • Designed low
    to high-fidelity prototypes for testing and iteration
    Incorporated feedback from internal reviews and usability testing

  • Collaborated closely with the developer through daily remote syncs and build testing.

Throughout the process, we made intentional design decisions to ensure the App felt visually magical, intuitive, and accessible for a wide user demographic aged
18–65+.

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P5

Results

The launch delivered measurable improvements in
both user engagement and overall app experience for Blue
Angel Publishing.

  • Increased user engagement by 30% following update

  • Received positive feedback from existing users, particularly around the new Save Reading feature
    Successfully launched with no major bugs reported post-release

  • Completed a smooth QA, App Store, and Google Play submission process.

The update strengthened user retention while creating a seamless digital reading experience.

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P6

Visual Showcase

Featured preview screenshots:

— UX/UI Design Case Study. 
Kelly Jewell

Case Study P7

Reflection & Takeaways

This project highlighted the value of close collaboration, iterative design, and a strong user-focused approach.

Working in a small remote team allowed for fast feedback loops, efficient problem-solving, and continuous improvement throughout the design and development process.

One of the most rewarding outcomes was delivering an experience that successfully balanced functionality with the magical and spiritual feel expected by Blue Angel Publishing users.

Tools Used: Figma, Photoshop, Mircrosoft Teams, App Store Connect, Android Studio builds

— UX/UI Design Case Study. 
Kelly Jewell
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