Blue Angel App
Role: Lead UX/UI Designer | Platforms: iOS & Android
Overview:
Designed a spiritual card reading app for Blue Angel Publishing to create a smoother, more engaging mobile experience. Collaborated remotely with a developer, leading UX/UI design from research to final delivery.
Challenge
Capturing the Spiritual Essence Digitally
Transforming the deeply personal and tactile experience of traditional Oracle and Tarot card readings into a digital format without losing their reflective and spiritual qualities.
Balancing Accessibility and Depth
Designing an interface that welcomes beginners while providing meaningful depth and functionality for experienced users.
Feature Integration
Seamlessly integrating features like Save a Reading, Restore Purchases, and customizable background music while maintaining a clean and intuitive user interface.
User Engagement
Ensuring the app fosters engagement through dynamic visuals, smooth navigation, and features that encourage repeat use.
Technical Constraints
Collaborating remotely with a small development team to implement advanced functionality like text-to-speech, cross-platform compatibility, and data restoration.
Ongoing Updates
Maintaining a fresh and engaging experience through regular updates while adhering to the core spiritual and intuitive essence of the app.
Process:
User flow mapping & journey analysis
Wireframing and prototyping in Figma
Visual design updates (new card UI, onboarding, shop redesign)
Ongoing collaboration with the developer during build phase
Solution Highlights:
Simplified navigation with tabbed browsing
Clean, elegant interface focusing on card art
Integrated features: "Save a Reading"
& "Upload Your Reading"
Research
The digital Oracle and Tarot card app market offers a variety of applications catering to users seeking spiritual guidance and self-reflection.
Here are some notable competitors:
Golden Thread Tarot
Developed by Labyrinthos, this app provides a clean interface for tarot readings and includes features like a log for daily card pulls, allowing users to track patterns over time.
Luminous Tarot
Also from Labyrinthos, Luminous Tarot offers a similar experience to Golden Thread but with different aesthetics, catering to users' visual preferences.
Wisdom of the Oracle Cards
Created by Colette Baron-Reid, this app blends elements from various divination tools, providing users with messages about different aspects of their journey.
Guiding Light Oracle Cards
Designed to delve into the hidden areas of the psyche, this app helps users gain a broader perspective on their lives.
Deckible
This platform manages multiple card decks, offering a modern experience that integrates tarot, mindfulness, and coaching decks into a tactile digital format.
In terms of market research, the global tarot cards market is experiencing steady growth. According to Verified Market Research, the market size was valued at USD 1.292 billion in 2023 and is projected to reach USD 1.589 billion by 2030, growing at a CAGR of 3.51% during the forecast period.
This growth is driven by increasing interest in mysticism and spirituality, the popularity of tarot in mainstream culture, and the enhanced online presence of tarot card readings and decks. Additionally, the rise of holistic wellness trends and the influence of social media have contributed to the expanding market.
Understanding the competitive landscape and market dynamics is crucial for positioning a new Oracle and Tarot card app effectively, ensuring it offers unique features and resonates with the target audience.
Testimony
Designing the Blue Angel Oracle & Tarot Card App was one of the most fulfilling projects I've worked on. From the initial idea to the final product, I focused on creating an experience that felt intuitive, engaging, and true to the spiritual essence of card readings and the companies main brand look and feel.
I’m especially proud of features like ‘Save a Reading’ and ‘Restore Purchases’, which make the app both functional and personal. Balancing simplicity with depth was a key goal, and seeing how users have embraced the app has been incredibly rewarding. This project challenged me to think creatively and deliver a solution that truly stands out in the digital card reading Space."
Business Challenges
Monetization
Balancing monetization strategies like in-app purchases with a user-friendly experience that avoids feeling overly commercial.
Market Competition
Differentiating the app from existing Oracle and Tarot apps while appealing to a niche audience.
Discovery / Wireframes
Demonstrating the perceived flow of the App through first wireframes:
Onboarding:
Helping user to set their intentions before entering into their new world of Digital Tarot and Oracle Cards.
Homescreen:
From the splash screen, ‘Onboarding’ screens (see above), the ‘Product’ page and the ‘Purchase’ screen.
Save Reading Feature:
When a user chooses to do a multiple card reading, they get the option to ‘Save The Reading’, that then becomes available in the Apps Library.
Highlights
Save a Reading: A feature allowing users to revisit and reflect on their readings anytime.
Restore Purchases: Ensures users can effortlessly access previously bought decks.
Custom Background Music: Enhances the atmosphere with soothing tracks tailored to each deck.
Accessibility Features: Includes options like text-to-speech, dynamic visuals, and personalization to welcome users of all levels.
Results
The app has been widely praised for its intuitive design, ease of use, and ability to offer a meaningful and spiritual experience. Regular updates ensure the app remains relevant, engaging, and a trusted companion for users on their reading journey.
Design Challenges
Preserving the Tactile Experience
Recreating the ritualistic and sensory aspects of physical card reading in a digital interface, making it feel intuitive and immersive.
Maintaining Usability
Striking the right balance between simplicity for beginners and advanced features for experienced readers without overwhelming users.
Personalization
Enabling users to customize their experience (e.g., selecting background music or adjusting visuals) while ensuring the interface remains cohesive.
Technical Challenges
Cross-Platform Compatibility
Ensuring the app works seamlessly across multiple devices and operating systems while maintaining consistent performance and user experience.
Data Security
Protecting sensitive user data, such as saved readings and purchase history, while enabling features like Restore Purchases.
Offline Functionality
Providing a smooth user experience even without internet access, particularly for features like accessing purchased decks and saved readings.
Process:
User flow mapping & journey analysis
Wireframing and prototyping in Figma
Visual design updates (new card UI, onboarding, shop redesign)
Ongoing collaboration with the developer during build phase
Solution Highlights:
Simplified navigation with tabbed browsing
Clean, elegant interface focusing on card art
Integrated features: "Save a Reading"
& "Upload Your Reading"
User Experience Considerations
Onboarding
Designing a welcoming and straightforward onboarding process that introduces new users to the app’s features without overloading them with information.
Accessibility
Incorporating accessibility features like text-to-speech, larger font sizes, and intuitive navigation to make the app usable for a wide audience.
Engagement and Retention
Keeping users engaged over time through compelling features, regular updates, and a seamless, enjoyable experience.
Collaboration
Remote Team Coordination
Ensuring smooth communication and collaboration between UX/UI designers and developers, especially when working in different time zones.
Feature Prioritization
Deciding which features to prioritize within the constraints of time, budget, and available resources.
General Research Findings
User Preferences
Many users seek an experience that feels authentic and reflective of traditional card reading rituals.
Personalization is highly valued, such as the ability to choose deck themes, customize visuals, and enable or disable background music.
Common Pain Points
Digital card apps often lack intuitive navigation and meaningful interactivity, leaving users feeling disconnected.
Limited accessibility features (e.g., text-to-speech) can alienate potential users, especially those with disabilities.
Users find it frustrating when purchased decks are not easily recoverable or accessible across devices.
Market Trends
There is increasing demand for spiritual and mindfulness tools that integrate seamlessly into daily life.
Features that encourage long-term engagement, like tracking progress or saving readings, are key to user retention.
Aesthetic quality and design simplicity greatly influence user trust and app adoption.
Blue Angel Publishing:
Mobile // Prototype (video)
Personas
Here are some ideal ‘Personas’ for the Oracle & Tarot Card app based on the research findings and user needs:
Actionable Questions
"How Might We’s"
Improving User Experience
How might we recreate the tactile and ritualistic experience of traditional card readings in a digital environment?
How might we design a navigation system that feels effortless for both beginners and advanced users?
Enhancing Accessibility
How might we ensure the app is fully accessible to users with varying needs, such as those who rely on text-to-speech or larger fonts?
How might we make personalization features simple to use while enhancing inclusivity?
Boosting Engagement
How might we create features that encourage users to return regularly, such as daily challenges, personalized insights, or journaling tools?
How might we integrate storytelling elements or guided experiences to deepen the connection users feel with the app?
Technical Challenges
How might we ensure a seamless cross-device experience so users can easily recover their decks and saved readings?
How might we design for offline functionality while maintaining the full richness of the app’s features?
Building Trust and Value
How might we visually and functionally differentiate the app from competitors to establish it as a leader in the digital spiritual space?
How might we offer compelling, meaningful updates that keep users engaged without disrupting their existing experience?
Empathetic Findings
(User Perspectives)
Desire for Authenticity
"I love the idea of digital card readings, but I want the experience to feel as meaningful as sitting down with a physical deck. The ritual and connection are important to me."
Frustration with Usability
"Sometimes, these apps feel clunky or hard to navigate. I just want something simple that lets me find what I need without feeling overwhelmed."
Value of Personalization
"Everyone’s journey is different—I want an app that feels like it’s tailored to me. Whether it’s the visuals, the music, or even saving my favorite readings, it should feel personal."
Accessibility Needs
"I have trouble reading small fonts, and most apps don’t seem to think about that. I need features that make the experience more accessible to me."
Need for Seamless Functionality
"It’s frustrating when I switch devices and my purchases or saved readings aren’t there. I want to feel like everything is always in sync and easy to access."
Encouragement to Return
"I want an app that keeps me engaged—a daily card pull, a way to track my progress, or something that inspires me to reflect regularly."
Emotional Connection
"Card reading is a spiritual practice for me. I need an app that understands that and creates a space where I feel calm, connected, and inspired."
Desire for Flexibility
"Sometimes I want to read cards in complete silence, and other times, I love having soothing music in the background. I like having control over those little details."
Impact
+30% increase in user engagement
Positive feedback from both users and publisher
Successful launch with ongoing feature expansion
Tools Used
Figma | Photoshop | Illustrator
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App Screens
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Oracle App Splash Screen
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Available Apps
