HoroUp — Turning Astrology into a Digital Experience
HoroUp is a modern astrology platform designed to connect users with personalized daily insights and horoscope-based guidance.
The goal was to create a product that feels both mystical and credible balancing aesthetic appeal with clarity and conversion-driven design.
As the lead designer, I was responsible for defining the brand’s visual direction, designing the full user interface, and ensuring that every interaction supported a sense of trust and curiosity.
Challenge
Most astrology platforms feel outdated, cluttered, or overly commercial.
Our challenge was to reimagine how astrology could feel in the modern era intuitive, trustworthy, and emotionally engaging while still guiding users naturally toward sign-up and subscription.
I worked closely with a conversion specialist to translate emotional design into measurable behavior: making users feel something while also taking action.
Results
Increased user engagement on landing pages (measured by scroll completion and click-through rates).
Defined the brand identity and interface system that positioned HoroUp as a modern, credible astrology platform.
Process
While this project didn’t rely on deep research, it was grounded in design strategy and rapid experimentation.
We began by analyzing visual trends in lifestyle and self-growth products to understand how minimalism and tone could build trust.
From there, I developed a visual identity that reflected balance between mystery and clarity — using calm colors, soft gradients, and typographic hierarchy to convey emotional depth without distraction.
We built quick prototypes to test how design elements affected conversion:
CTA placement and tone of voice "Take the quiz" and "Get my plan"
Image styles that influenced emotional resonance
Readability improvements that increased on-page scroll depth
Each iteration taught us how subtle visual shifts and tone changes could meaningfully impact engagement.
Conclusion
HoroUp proved that design doesn’t always need complex systems or deep data to create impact sometimes, clarity, tone, and emotion are enough to move people.
Through fast iterations and close collaboration with a conversion specialist, we turned a simple idea into an experience that feels both mystical and trustworthy, helping users connect emotionally while guiding them toward action.
This project reminded me that great design is about balance between aesthetics and function, intuition and evidence, emotion and conversion.
After years of building structured systems in fintech, HoroUp was a creative reminder of why I started designing in the first place: to make digital experiences feel human, inspiring, and effortless.