It can be challenging to totally redesign and rework the user flow of an app with a large customer base and loyal following. Astri di Paolo Fox is one of the most downloaded apps in Italy but it had gotten long in the tooth and its look needed updating. I led an exploration of user journies to make the new user experience easy to navigate and initiated updates to the branding, brand voice and overall usability of the app. Now it has a bright, modern, clean aesthetic that makes the most of intuitive touch gestures. The updates led to an uptick in usership and subscriptions and the app was used as a model to expand into other markets.
My role
Creative Director, working with the UX/UI design team in New York, product managers and developers in Rome.
Astri di Paolo Fox, featuring Italy's most prominent astrologer, has been Italy's #1 Top Grossing App in the Lifestyles category and in the Top 20 Grossing Apps overall in Italy.
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