StarsAlign.Co

Landing Page and Lead Gen Tool
Web design and UX content design for an astrology based dating app

OVERVIEW

A few years ago, the Stars Align app launched with a Minimum Viable Product (MVP) to test the market and validate its unique concept of astrology-based dating. Despite gaining initial user traction, feedback indicated that the app's design felt outdated and unappealing. The main objectives for this project were to redesign the app to enhance user retention, boost engagement, and expand the user base. Alongside the app design, I redesigned its website to be more on-brand with the redesigned brand identity I led.

The website faced issues with an overoptimized SEO strategy, which resulted in unnatural, on-the-nose headers and bolded text, detracting from user experience. These design flaws were significant hurdles in attracting and retaining a modern, tech-savvy audience. So, we embarked on a redesign.

After
Before

DESIGN PROCESS

As the lead UX/UI designer, I spearheaded the website’s transformation from MVP to a polished 1.0 release. This involved a comprehensive website redesign to create a more inviting and modern feel aligned with user expectations and current design trends. Key elements included:

  • App and Website Redesign: Streamlined interfaces focusing on visual aesthetics and user-friendly navigation. The new design embraced minimalism and incorporated documentary-style photography instead of just product screenshots to captivate the target demographic.

  • Content Strategy: Rewrote all brand messaging to ensure consistency across platforms, eliminating the SEO-heavy language in favor of engaging, natural copy that resonated with users.

  • Lead Generation Tool: Developed an interactive tool that identified users' dating archetypes based on their astrological signs. This feature added a fun, engaging element to the experience and served as an innovative lead-generation mechanism.

The website is being built in Shopify, so when the team wants to sell merch or other physical goods, we will have the capabilities to sell items.

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IMPLEMENTATION AND OUTCOMES

Right now, we're in the implementation phase, but we will measure success in a few ways:

1. Improved aesthetics (already achieved that just by redesigning it)

2. Traffic to lead gen tool, email addresses captured, conversion rates from free to premium readings, time on page, revenue driven.

3. If/when the client wants to sell merch: conversion rates, average order value, lifetime customer value.