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LightInPROJCT INFORMATION:I join the team as the 4th member. The reason they start this project is that there exists a large market for astrology apps in China, but it is relatively undeveloped in North America. Therefore, we began brainstorming ways to use the emerging tide of AI technology blended with people's fascination with astrology to build a new type of engagement.MY ROLE Although they had a general market insight and direction, there wasn’t a clear path for how to enter the space or shape the product’s form. My role focused on leading the project, while also partially managing it, help align the team around a shared vision and translate that into a fundable product prototype.
DISCIPLINEProduct Design
Creative Direction

Challenge: Lack of a clear product strategy

  • We lacked product direction due to lot of early ideas and trying to scale in multiple direction.
  • My challenge was to help align the team around a Single Decisive Reason (SDR), a value proposition users could instantly grasp.
Solution

  • Conducted market research to uncover whitespace in the crowded astrology app space.
  • Led team workshops to prioritize features based on feasibility and differentiation.
  • Ran user interviews and prototype testing to identify the most resonant and memorable interactions.
Result:


  • Found a clear gap: most astrology apps are too text-heavy and lack engaging interaction.
  • Positioned our SDR as: “Gamified Astrology” 




Challenge: Outdated and undifferentiated UI/UX


  • The original app leaned heavily on outdated astrology norms—text-heavy, impersonal, and lacking user engagement.
  • There was no clear visual identity or UX design that supported the gamified and emotionally supportive vision we aimed to build.

Approach:

  • Researched design trends in adjacent spaces and built a mood board to align the team on a darker, more private art direction.
  • Introduced an AI companion as the core of the experience, replacing static text with interactive, conversational insight delivery.
  • Gamified the user journey by designing a level-based system where deeper engagement with the AI unlocks new features and experiences.
  • Chose playful, emotionally resonant imagery to soften the astrological tone and make the product feel more approachable and fresh.



 After sharing our prototype with people, we’re making some updates, but they are confidential for now :)

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jayzhofen@gmail.com

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