About this Project
In this project, I led the creation of an astrology app called Astrozodiac at Betterhalf.ai, which offers a variety of features to users. These include the ability to receive accurate predictions, connect with an online astrologer for live consultation, and access daily predictions and tarot readings based on their zodiac sign. The goal of the application is to provide guidance and advice on various aspects of life. It is a sub-application of the broader Betterhalf platform.
Project Background
While collecting feedback from users of our matrimony app, Betterhalf.ai. We discovered that many of our users were interested in features related to astrology, such as Kundali matchmaking and daily horoscope. To address this demand, we decided to introduce a new feature that allows users to match their Kundali instantly by providing basic details like their birthdate, birth time, and birthplace. This feature also includes a daily horoscope check. This addition proved to be highly successful, significantly boosting user retention.

Recognizing the immense potential in this market, we realized that there was an opportunity to create a separate astrology app under the Betterhalf.ai umbrella. The purpose of this project is to develop a dedicated astrology app that provides solutions to marriage-related issues. This app will offer users an independent experience with unique user acquisition and retention strategies. This independent astrology app will work harmoniously alongside the existing Betterhalf brand.
Opportunity
As per media reports, the Indian spiritual and religious market is estimated over $40 billion. Out of this, the horoscopes market in India alone is $10 billion, with about 2 million astrologers practising astrology. The growth in technology has significantly increased the traction for astrology.
Problem Statement:
In today's digital world, people are getting lonelier and facing more relationship problems as they focus on virtual experiences instead of real-life priorities. People are drawn to astrology for relationship problems, self-discovery and decision-making support. They wanted to know about their future and to take corrective measures if there is any problems in coming future, to minimize the impact of its negativity by pre-planning its course of action. However, existing astrology apps often offer generic content and lack credibility, failing to meet users' diverse needs.
To address this, there's a need to design an astrology app that provides accurate personalized insights. This app should cater to users seeking meaningful guidance, balancing scientific accuracy with user-friendly design. The goal is to create an app that empowers users to navigate life's challenges with confidence, catering to both entertainment seekers and those who value genuine astrological advice.
Main topic of concern among people who believe in astrology -
Career realted questions
Marriage related
Love realted
Travel related question
RESEARCH & INSIGHTS
Secondary research
The belief in religion, spirituality and astrology is deep rooted in our culture and will never lose its appeal among Indians. Even in the US, there is a huge market for astrology and entrepreneurs have rightly tapped into this segment.
Insights: Believe it or not, most of us are inclined towards astrology in some way or the other, even as a means of entertaining ourselves.
The Largest Astrology School in the World
K.N. Rao Interview: This interview appeared in Journal of Astrology - July/Aug 2010
Director of the school, K.N. Rao and the other knowledgeable teachers of the school. Today there are over 850 students and 26 teachers!
Rao says people seek astrologers in India the way some in the West seek psychiatrists. But he says the astrologer "does something much greater because he sees the actual event taking place. I can combine both counselling and prediction."
Other online platform says
Astrology in India, like in many other parts of the world, has a diverse range of target audiences. It holds cultural, traditional, and personal significance for many people.
It's important to note that while astrology has a significant following in IndiaSome people are deeply devoted to astrology, while others view it with skepticism or as more of a cultural tradition.
Research Insights
Before i started the research, I used to think that the audience for astrology in India is people above 35 years of age. But I was surprised because a lot of our users include people between 24 and 35 years,”
Around 80% of Indians use astrology and related sciences at least once in their life. We see high interest for marriage horoscope matching and love horoscope matching.”
Age group between 24-35, 70% read horoscopes.
51% of audience values predicted advice.
Billion-dollar industry worldwide. In India, especially, there is a huge market for astrology.
Astrology is becoming popular in Gen Z’s
It will continue to grow at a considerable CAGR rate thus reaching INR 20.6 billion.
Increased demand for personalised one-to-one reading sessions.
Competitor research
We then reviewed our competitors like Astrotalk, Astroyogi to identify their brand identity, positioning, and communication. This research helped us to understand the opportunities in the market and what our competitors are doing uniquely with their products and services.
Valuable Insights
Monetization Strategies: Investigate how competitors monetize their apps. Do they offer free basic features with premium upgrades? Or do they have a subscription-based model? Understanding their pricing strategies can help our position your app competitively.
Features Analysis: Understand their features and user experience. Take note of what features they offer, such as daily horoscopes, birth chart analysis, compatibility reports, personalized predictions, etc.
User Reviews and Ratings: Checked app stores like Google Play Store and Apple App Store for user reviews and ratings. This gave us insights into what users like and dislike about these apps.
Website and Social Media Analysis: Visited the websites and social media pages of our competitors. Looked for the content they post, how they engage with their users, and the overall brand messaging.
Unique Selling Proposition (USP): Identified the unique features or aspects that set each competitor apart. This could be a specific feature, a focus on a particular type of astrology (Vedic, Western, Chinese, etc.), or a unique approach to delivering astrological insights.
User Interviews
Online survey
To create our user persona, we need fully comprehend our users, as we didn’t have much time, we decided to get a quick survey. We chose a total of 20 members who are in the age range of 18-50 and conducted semi-structured interviews with them in their language. The main motive of this survey was to find out the issues that the user are facing in-general to know their main point of view on their expectation of product. This study helped us to get more data to drive design decisions like the priorities and the value of the features.
Questions asked to users:
Do you believe in astrology?
What would be the primary question you would ask an astrologer?
What is the main problem you faced by you while searching for an astrologer?
How convenient was it for you to have a virtual consultation with any astrologer?
What are the common problems they asked astrologers?
Many more...
Valuable Insights
Difficult to find well-qualified astrologers
Time-consuming for people who are not familiar with the field.
Scheduling appointments and meeting with an astrologer in person can be challenging for people who are located in remote areas or have busy schedules.
People who are using Astrology apps: Some common challenge people encounter while interacting with astrologers online or through various apps.
User Persona
IDEATION & STORYBOARDING
Creating visual storyboards to outline ideas.
Once we had a solid grasp of the challenges and possibilities, we initiated brainstorming sessions and began sketching diverse ideas and concepts to benefit our users. Storyboards played a crucial role in determining the most fitting functionalities within our scope and ensuring optimal service for our users.
How Might We" (HMW)
For effective brainstorming, we opted for "How Might We" (HMW) questions, as they generate a multitude of inquiries and answers aligned with our goals and core principles.
THE SOLUTION
Design decisions
Constraints
Data Accuracy
Language barrier & Complexity of Astrological Concepts
User Engagement
Medium of Interaction with astrologer
Privacy and Data Security
Quality Assurance
User friendly interface
App performance
Action
Upon logging in, users are welcomed by a personalised dashboard that reflects the information they have provided.
Astrologers that expertise in different languages, & can make users understand in simple language.
Introducing features like daily horoscope

Engaging content - Maintaining user engagement over time requires regularly updating content, and offering new features.


Responding to user feedback.


Introducing seamless engagement tools like chat and call features, along with the ability to share images, facilitating smooth interactions between astrologers and users.
Identity Verification: Implement a secure user verification process to ensure that both astrologers and users are authentic, enhancing trust and safety.

A secure, end-to-end encrypted chat with the astrologer ensures private and confidential communication.
Astrologers must get verified the app's basic criteria before being approved to offer their services on our platform.

Implement a rating and review system for astrologers. This helps users make informed choices and encourages astrologers to provide excellent service.
Designing an intuitive and user-friendly interface for both users and astrologers is important to facilitate seamless interactions. and introducing a wallet for a single click experience.
Providing users with consistent & engaging notifications and reminders about updates, as well as captivating content such as articles, for instance: Avoiding wearing red clothing on Tuesdays.
Information Architecture
The project managers and important people involved have talked a lot to come up with the best way to help users easily get started and connect with astrologers. The pictures and designs you see here have helped us think about different options and have led to a lot of helpful discussions.
Wireframe exploration
In the wireframe exploration phase, we intricately designed the user experience. We crafted a blueprint that optimized functionality, ensuring seamless navigation and user interaction. This stage was pivotal in outlining information flow, interactions, and interfaces, forming the basis for an intuitive and user-centric design.
Exploring Visual Identity
MoodBoard
Why Yellow Color?
After creating the moodboard, we've opted to proceed with the yellow color. In astrology, yellow is closely linked to Jupiter, a beneficial planet governing intellect. This color enhances intellectual aspects. The joyful, energetic, and positive sensations evoked by yellow stem from its longstanding associations. It's a symbol of happiness, radiating a vibrant energy that uplifts our mood and infuses warmth into any environment.
Typograpgy & font
Logo: AstroZodiac
After thorough team discussions, we arrived at the name "AstroZodic" for our astrology app. This name draws inspiration from both the letters A and Z, cleverly integrated with the design of a Kundali. We've had lots of discussions with project managers and important people involved to carefully plan a user-focused way of getting started with the app and having valuable conversations with astrologers.
Exploring High-Fidelity Screens
In the high-fidelity exploration of screens, we transformed wireframes into detailed and polished interfaces. This phase enhanced functionality and user engagement, with each element carefully designed for a seamless experience. This process validated design choices, refined aesthetics, and provided a vivid preview of the final product.
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VISUAL DESIGN
Final Solution
Splash & Login Screen
We've opted for a welcoming and propitious shade of yellow in our design, embodying the essence of Jupiter – the planet renowned for its positive influences in astrology.
The choice of yellow radiates vitality, positivity, and a sense of joy. Moreover, we've seamlessly integrated astrological components to elevate the overarching theme even further.
Login Intake form
Upon logging in, we present a simple input form that facilitates a personalized horoscope experience. This form encompasses vital information like full name, email address, gender, date of birth, time of birth, and place of birth.
When users interact with an astrologer, these details are conveniently pre-filled, resulting in time-saving benefits for both the astrologer and the user.
Home Screen
The home screen showcases a special Rs. 5/- offer for newcomers, attracting fresh users. Engaging articles, a list of online astrologers for easy connections, and personalized daily horoscope predictions create an enriching experience.
Trust is built through highlighted unique features and a reviews section, instilling confidence in the platform.
Astrologers list and detail view
Users can utilize filters to refine their search based on the precise expertise they seek from astrologers in specific domains.
When users click on an astrologer's profile, they can access details such as the accumulated duration of calls and chats conducted by the astrologer, along with their specialized areas. The profile also presents the astrologer's rating and reviews, empowering users with valuable information to make well-informed decisions.
Chat started screen
After a user picks a preferred astrologer, an incoming chat screen emerges, inviting the user to accept and commence the conversation with their selected astrologer.
Upon starting the chat, the details from the initial intake form are automatically included. Users can also attach files as necessary.

This interactive approach guarantees a tailored and immersive encounter for users seeking astrological guidance and assistance.
Call screen
Clicking the "Call Now" button triggers a new section at the screen's bottom, revealing the chosen astrologer's name and photo for the user's ongoing connection. During the call, a consistent bottom sheet persists, displaying the astrologer's information and image, guaranteeing continuous visual connectivity.
This sheet will remain accessible until the call ends.
Even while actively engaged in a call with the current astrologer, users can explore other available astrologers. This functionality ensures an uninterrupted and adaptable experience for users.
Wallet screen
On the wallet screen, the user's available balance is prominently displayed. Users can easily select predefined recharge amounts with a single click, aided by a "Bestselling" tag for popular options.
If a call ends due to low balance, a bottom sheet prompts users to recharge. In chats, low funds prompt in-chat recharging for uninterrupted conversations.
Daily horoscope screen
Our app's daily horoscope section boasts a distinct visual identity, standing apart from the rest of the interface. Inspired by astrological elements and space's alluring colors, we've crafted a visually stunning design.
Horoscope content adapts to users' unique details from the initial login form. This tailored approach ensures personalized insights
Notification
We're committed to delivering engaging content, important messages, and updates to our users through notifications. Our notifications stand out with the inclusion of our logo symbol, making it effortless for users to distinguish them from other notifications.
CONCLUSION
Learning, Challenges and Takeaway
Learnings:
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Different Users, Different Needs: When we made our Astrology app, we realized how important it was to cater to a wide range of users. We had to make sure our app worked well for people of all ages and tech skills to make it a success.
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Keeping Data Safe and Personal: We had to find a balance between giving users personalized predictions and protecting their privacy. This meant making sure we had strong security measures in place while still providing accurate insights to gain users' trust.
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Making Live Chats Work: Offering live consultations came with its own set of challenges. We had to make sure the user interface was easy to use, chat was efficient, and scheduling appointments was smooth to make the interaction between astrologers and users work well in real-time.
Challenges:
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Making Astrology Easy for Everyone: To create a user-friendly experience for both astrology beginners and experts, we had to keep testing and improving our design. This was important because we wanted to make sure our platform worked well for people with different levels of astrology knowledge.
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Checking if Astrologers are Legit: It was tough to make sure that the astrologers on our platform were trustworthy. We solved this by verifying their credentials, getting reviews from users, and setting clear expectations for what users could expect from them.
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Making Money Without Upsetting Users: Figuring out how to make money while keeping our users happy was a big challenge. We did this by being transparent about our prices and offering special perks for premium users, all without making free-content users feel left out.
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Combining AstroZodiac with Betterhalf: It was tricky to bring AstroZodiac into the Betterhalf platform smoothly from a technical standpoint. We had to make sure both apps looked and felt the same and that user accounts worked seamlessly across them. This required a lot of careful planning and coordination.
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The Success Metrics
Now available for download on the Play Store, our Astrozodiac app lets you connect with experienced astrologers easily. We're thrilled to share that we've already reached over 50,000+ installs on the Play Store, and our platform has been embraced by more than a million users. With features like astrology predictions, kundali matching, and direct access to astrologers, our app is designed to simplify significant life decisions. This new business vertical for Betterhalf is paving the way for future revenue growth.
A team of 100+ nationally-recognized certified astrologers who are available through the Astrozodiac app. Currently, the team is dedicated to helping users build a deeper connection with their horoscopes, offering self-reflection opportunities and solutions for critical life challenges.
