Astroideal
Transforming a failing tarot website into a trusted platform with clear conversion paths and scalable architecture.
product type
Web platform (desktop + mobile)
Two-sided marketplace
Tarot services focus
My role
UX Auditor
Product Designer
UX/UI Lead
status
Platform launched
Marketplace perpared
Consolidation phase
collaboration
Direct skateholder and development team alignment with continuous product evolution based on user needs
THE CHALLENGE
Astroideal approached me with a platform that wasn’t technically functional and failing to convert users. The product had core usability issues and lacked the trust signals needed for a marketplace.
Initial Problems
Very low conversion rate with no defined conversion funnel
Critical development bug: invisible pop-up blocking all interactions (only closable via ESC on desktop)
Visual appearance reduced trust and felt close to a scam
Poor information architecture with up to three navigation levels in the main menu
Highly inconsistent UI design across the platform
No SEO structure or content hierarchy
Mixed B2C and B2B messaging on the same landing page
Unclear product positioning and value proposition
On the left, the original design; on the right, the new design with new features.
MY ROLE
I led the end-to-end redesign as the UX/UI Lead, working directly with stakeholders and the development team. My responsibilities spanned from strategic UX auditing to detailed UI execution.
Full UX audit of existing platform
Information architecture redefinition
Onboarding flows for users and professionals
Purchase, booking, and payment flow design
Basic SEO structure and content hierarchy definition
Super-admin panel design
Complete redesign of design and content structure
Full UI system and design system design
Professional profile design
Trust-building elements and social proof strategy
Admin panel design
Turning Point
The critical insight came from understanding that users weren't abandoning because of the service offering—they were leaving because the platform didn't feel trustworthy.
The invisible pop-up bug symbolized a deeper problem: the product hadn't been designed with real user journeys in mind. We needed to rebuild trust through clear navigation, consistent design, and transparent user flows.
In-store payment process flow
PROCESS
DIGNO™ methodology
Diagnosis
Conducted comprehensive UX audit to identify root causes of conversion failure and trust issues.
•
Analyzed user behavior and drop-off points
•
Documented technical bugs and UX blockers
•
Evaluated visual design against marketplace trust benchmarks
•
Assessed information architecture and navigation complexity
•
Reviewed competitor positioning and market standards
Ideation
Defined strategic direction and explored solutions that balanced business goals with user needs.
•
Mapped user journeys for both marketplace sides
•
Sketched conversion funnel redesign
•
Explored navigation models for feature-rich SaaS platforms
•
Defined trust-building design patterns
•
Proposed SEO and content hierarchy structures
Generation
Built the complete design system and all user flows from scratch with a focus on scalability.
•
Designed full UI component library
•
Created onboarding flows for users and professionals
•
Designed booking and payment experiences
•
Built professional profile templates
•
Developed admin and super-admin panel interfaces
Normalization
Established consistency across all touchpoints and documented design decisions for the development team.
•
Unified visual language across platform
•
Standardized interaction patterns
•
Created design system documentation
•
Defined responsive behavior rules
•
Aligned B2C and B2B messaging separation
Optimization
Iterated based on real user feedback and product evolution throughout weekly delivery cycles.
•
Refined flows based on user testing insights
•
Adapted navigation from marketing site to SaaS structure
•
Optimized conversion touchpoints
•
Improved information density and hierarchy
•
Scaled design system as features grew
Marketplace with filters displayed
CONSTRAINS
I led the end-to-end redesign as the UX/UI Lead, working directly with stakeholders and the development team. My responsibilities spanned from strategic UX auditing to detailed UI execution.
1
Large scope
Complete platform redesign with marketplace components, admin panels, and multiple user flows required careful prioritization and phased delivery.
2
Team scaling
Development team needed to scale mid-project to match design output and maintain weekly delivery cadence.
3
Evolving product
Continuous product changes driven by real user feedback required flexible design system and adaptable information architecture.
4
Navigation pivot
Mid-project shift from marketing website structure to SaaS-style navigation due to feature growth and user needs.
OUTCOME
The redesign transformed Astroideal from a failing platform into a professional, trustworthy marketplace with clear user paths and scalable architecture.
Platform launched successfully
Web platform went live with complete redesign, establishing foundation for marketplace growth.
100% DELIVERY
Navigation simplified
Reduced from three navigation levels to streamlined SaaS-style structure, improving discoverability.
SIMPLIFIED IA
Conversion rate improved
Clear conversion funnels and trust signals resulted in measurable conversion lift.
NOTABLE INCREASE
User trust increased
Professional visual design and consistent UI patterns established credibility and reduced abandonment.
TRUST SIGNALS
Marketplace prepared
Two-sided marketplace fully designed and ready for public launch, pending business timing.
LAUNCH-READY
Product consolidating
Platform now in growth phase with established design system supporting continuous iteration.
ACTIVE GROWTH
Marketplace with filters displayed
WHAT THIS PROJECT SHOWS
This case study showcases my approach to product design: systematic, research-driven, focused on measurable outcomes, and adaptable to evolving product needs.
Marketplace expertise
Proven ability to design two-sided platforms with complex user flows, payment systems, and trust mechanisms.
Conversion-focused design
Experience turning low-performing products into conversion-optimized experiences through research and strategic design.
Complex product architecture
Capability to build scalable design systems and information architectures that support product growth and iteration.
Usability and navigation
Skills in simplifying complex structures and creating clear user paths that balance feature richness with simplicity.
Research and competitive analysis
Systematic approach to understanding markets, user needs, and industry standards to inform design decisions.
Business-driven decisions
Ability to balance user experience with business goals, prioritizing features that drive measurable outcomes.
Interested in working together?
Schedule an appointment
Method
About
Services
Book an appointment
Contact me
Astroideal
Case Study
Back to home
Transforming a failing tarot website into a trusted platform with clear conversion paths and scalable architecture.
product type
Web platform (desktop + mobile)
Two-sided marketplace
Tarot services focus
My role
UX Auditor
Product Designer
UX/UI Lead
status
Platform launched
Marketplace perpared
Consolidation phase
collaboration
Direct skateholder and development team alignment with continuous product evolution based on user needs
THE CHALLENGE
Astroideal approached me with a platform that wasn’t technically functional and failing to convert users. The product had core usability issues and lacked the trust signals needed for a marketplace.
Initial Problems
Very low conversion rate with no defined conversion funnel
Critical development bug: invisible pop-up blocking all interactions (only closable via ESC on desktop)
Visual appearance reduced trust and felt close to a scam
Poor information architecture with up to three navigation levels in the main menu
Highly inconsistent UI design across the platform
No SEO structure or content hierarchy
Mixed B2C and B2B messaging on the same landing page
Unclear product positioning and value proposition
On the left, the original design; on the right, the new design with new features.
MY ROLE
I led the end-to-end redesign as the UX/UI Lead, working directly with stakeholders and the development team. My responsibilities spanned from strategic UX auditing to detailed UI execution.
Full UX audit of existing platform
Information architecture redefinition
Onboarding flows for users and professionals
Purchase, booking, and payment flow design
Basic SEO structure and content hierarchy definition
Super-admin panel design
Complete redesign of design and content structure
Full UI system and design system design
Professional profile design
Trust-building elements and social proof strategy
Admin panel design
Turning Point
The critical insight came from understanding that users weren't abandoning because of the service offering—they were leaving because the platform didn't feel trustworthy.
The invisible pop-up bug symbolized a deeper problem: the product hadn't been designed with real user journeys in mind. We needed to rebuild trust through clear navigation, consistent design, and transparent user flows.
In-store payment process flow
PROCESS
DIGNO™ methodology
Diagnosis
Conducted comprehensive UX audit to identify root causes of conversion failure and trust issues.
•
Analyzed user behavior and drop-off points
•
Documented technical bugs and UX blockers
•
Evaluated visual design against marketplace trust benchmarks
•
Assessed information architecture and navigation complexity
•
Reviewed competitor positioning and market standards
Ideation
Defined strategic direction and explored solutions that balanced business goals with user needs.
•
Mapped user journeys for both marketplace sides
•
Sketched conversion funnel redesign
•
Explored navigation models for feature-rich SaaS platforms
•
Defined trust-building design patterns
•
Proposed SEO and content hierarchy structures
Generation
Built the complete design system and all user flows from scratch with a focus on scalability.
•
Designed full UI component library
•
Created onboarding flows for users and professionals
•
Designed booking and payment experiences
•
Built professional profile templates
•
Developed admin and super-admin panel interfaces
Normalization
Established consistency across all touchpoints and documented design decisions for the development team.
•
Unified visual language across platform
•
Standardized interaction patterns
•
Created design system documentation
•
Defined responsive behavior rules
•
Aligned B2C and B2B messaging separation
Optimization
Iterated based on real user feedback and product evolution throughout weekly delivery cycles.
•
Refined flows based on user testing insights
•
Adapted navigation from marketing site to SaaS structure
•
Optimized conversion touchpoints
•
Improved information density and hierarchy
•
Scaled design system as features grew
Marketplace with filters displayed
CONSTRAINS
I led the end-to-end redesign as the UX/UI Lead, working directly with stakeholders and the development team. My responsibilities spanned from strategic UX auditing to detailed UI execution.
1
Large scope
Complete platform redesign with marketplace components, admin panels, and multiple user flows required careful prioritization and phased delivery.
2
Team scaling
Development team needed to scale mid-project to match design output and maintain weekly delivery cadence.
3
Evolving product
Continuous product changes driven by real user feedback required flexible design system and adaptable information architecture.
4
Navigation pivot
Mid-project shift from marketing website structure to SaaS-style navigation due to feature growth and user needs.
OUTCOME
The redesign transformed Astroideal from a failing platform into a professional, trustworthy marketplace with clear user paths and scalable architecture.
Platform launched successfully
Web platform went live with complete redesign, establishing foundation for marketplace growth.
100% DELIVERY
Navigation simplified
Reduced from three navigation levels to streamlined SaaS-style structure, improving discoverability.
SIMPLIFIED IA
Conversion rate improved
Clear conversion funnels and trust signals resulted in measurable conversion lift.
NOTABLE INCREASE
User trust increased
Professional visual design and consistent UI patterns established credibility and reduced abandonment.
TRUST SIGNALS
Marketplace prepared
Two-sided marketplace fully designed and ready for public launch, pending business timing.
LAUNCH-READY
Product consolidating
Platform now in growth phase with established design system supporting continuous iteration.
ACTIVE GROWTH
Professionals' control panel
WHAT THIS PROJECT SHOWS
This case study showcases my approach to product design: systematic, research-driven, focused on measurable outcomes, and adaptable to evolving product needs.
Marketplace expertise
Proven ability to design two-sided platforms with complex user flows, payment systems, and trust mechanisms.
Conversion-focused design
Experience turning low-performing products into conversion-optimized experiences through research and strategic design.
Complex product architecture
Capability to build scalable design systems and information architectures that support product growth and iteration.
Usability and navigation
Skills in simplifying complex structures and creating clear user paths that balance feature richness with simplicity.
Research and competitive analysis
Systematic approach to understanding markets, user needs, and industry standards to inform design decisions.
Business-driven decisions
Ability to balance user experience with business goals, prioritizing features that drive measurable outcomes.
Interested in working together?
Schedule an appointment