Sanctuary Astrology

Improve OpenTable App experience

Sanctuary’s free horoscopes drove impressive downloads and daily active users, but we needed to integrate paid, live readings as a key revenue generator.

Problem

1 Day of FAST Collab w/Eng

Full 3 days to design, develop and push to app.

Timeline

Role

Goals

Constraints

Goal:

• Increase App Downloads

• Launch our Paid Live Readings with a “Free” offering for the collaboration with NYC Wi-Fi
  Sections:

  1. Summary

  2. Research

  3. Ideation

  4. Design

  5. Testing

  See:
  • Challenges
  • Process
  • Learnings

SUMMARY

Problem

OpenTable faces a challenge in increasing booking rate conversions among existing users. Their hypothesis is that enabling users to connect with friends and view their restaurant reviews will boost booking rates and improve app engagement.

Solution

OpenTable faces a challenge in increasing booking rate conversions among existing users. Their hypothesis is that enabling users to connect with friends and view their restaurant reviews will boost booking rates and improve app engagement.

Results

• Here

• Here

• Here

PROBLEM

Users were unclear that readings were 15 minutes long, involved chatting with a live astrologer, and required a consistent Wi-Fi connection. This confusion led to frequent disconnections, frustrated astrologers, and a high volume of refund requests.

FAST RESEARCH

How might we maximize the 15min Reading Experience for Users & Astrologers, and stop the bleeding of refund requests?

ZenDesk was filled with qualitative and quantitative data, sitting alongside the VP of Ops, we worked together to:

1. User test a Live Reading Tab as a new (and existing) user to the platform (providing me with screenshots).

2. Review ZenDesk data to analyze:

   • User refund request messages to identify what users need to know before starting

   • Astrologer feedback on what information astrologers require as they pick up a request.

LEARNINGS

What do users need and what do Astrologers need?

Astrologers: What are common questions users would have questions on who are new to astrology?

• Love

• Career

• Life Path

• Major Transits

• Other

IDEATION, USER FLOWS & MID-FI DESIGNS

Taking this info, I went directly into exploring the user flow and where and when Users and Astrologers needed the required information.

Using the component library I had built and previous screens we had created, we went more swiftly to design than iterations to show the team:

1. Design “Does this work to solve X? And is the UX writing correct and accurate?”

2. Team Feedback & Revisions

3. Email Shipped to Product Manager x Eng Team for implementation, pushed live swiftly to review.

This is how we went about solving problems in the flow the entire day, with the Eng Team really delivering accurately designed screens swiftly.

By the end of the week, we had designs implemented that defined our Readings Tab for the remainder of its existence – which was really impressive.

RESULTS

What we learned as a team

1. Working with a collaborative team to put out fires was really energizing and proved successful.

1. The overall metrics for people engaging with readings tab and recurring readings went up, while refund requests went down.

2. We learned that we needed a new UX Design for when a queue built up during reading spikes and Astrologers were engaged in other readings (good problem to have). ie. too much demand, not enough readers.

NEXT STEPS

1. Refining design elements with the Eng Team to close “Readings” looking their best.

2. Touching base with team that nothing was missing to improve the Reading Experience for both Users or Astrologers.

ART DIRECTION

The art direction is a nod to the nostalgic nightlife scene of the 70s as well as the perfectly imperfectness of everyday life, but through a Figlia lens — all the glam, without the regrets.

WEB DESIGN

RoAndCo designed a digital experience that was a reflection of the brand's distinct vibe: sophisticated yet playful, inviting, and informative. This unique website highlights the product as well as the founder’s story, creating an intimate web experience.