Pythia is a subscription-based platform designed for professionals in the esoteric field — such as cartomants, fortune tellers, astrologers, and spiritual consultants — as well as for educational organizations offering esoteric courses. The platform combines the functionality of a social and professional network, similar to LinkedIn, but with deeper profile customization, personal blogs, service listings, and digital product sales.

As a Product Designer, I worked closely with the founder and development team to develop the product concept, create a new visual identity, and design the platform from scratch to MVP launch.

Problem

The main challenge was the unconventional nature of the concept and the specific audience it targeted. The esoteric community has unique values, visual expectations, and communication styles, which made it essential to balance spiritual aesthetics with modern usability standards. It was crucial to create a digital environment that felt intuitive, trustworthy, and culturally relevant to this niche audience.

Solution

To address this, I collaborated closely with the founder and early members of the target audience to understand their needs, workflows, and aesthetic preferences. Through user interviews and feedback sessions, we identified core use cases — profile creation, service listing, and content publishing — and used these insights to form the foundation of the product concept. I then translated these insights into design hypotheses and prototypes, aligning them with modern UX patterns while preserving the platform’s unique visual identity.

My Role & Process

Concept & Research

• Conducted competitor analysis of similar platforms (LinkedIn, Behance, Wix) and niche marketplaces for spiritual services.

• Mapped out early user journeys and persona archetypes, including mentors, consultants, and students.

• Helped shape the overall product vision, defining the value proposition for both individual experts and esoteric schools.

Brand Identity & Visual Language

• Developed a distinct brand identity that balanced mystical aesthetics with modern digital clarity.

• Defined color palettes, typography, and iconography reflecting intuition, trust, and sophistication.

• Created a logo and visual system adaptable across web, mobile, and marketing channels.

UI/UX Design from Scratch

• Designed the full product interface: onboarding flow, profile pages, dashboards, service listings, and marketplace components.

• Implemented responsive layouts optimized for both desktop and mobile experiences.

• Built interactive prototypes in Figma for internal reviews and early user testing.

Team Collaboration & MVP Delivery

• Worked iteratively with the founder, developers, and QA team to refine flows and UI elements.

• Supported the MVP launch by providing detailed documentation, component specifications, and user flow diagrams.

Outcome

• Delivered a functional MVP that successfully combined social networking, marketplace, and content tools for esoteric professionals.

• Established a cohesive brand identity and design language that resonated with a niche, visually sensitive audience.

• Improved communication between design and development through structured documentation and component consistency.

• Helped define a scalable foundation for future feature expansion (premium subscriptions, mentorship programs, and community tools).