Club Horo

Start with focused hypotheses

Led the team through empathy mapping for clients and fortune tellers. Exploring both perspectives established focused hypotheses and assumptions before interviews, rather than beginning research without a clear direction.

Listen to both sides

Clients often seek readings when they have unresolved concerns, discover readers through friends or relatives, and return to readers they trust. Interviewees were mostly women. Interests extended beyond love, work and finances to homes and feng shui.

Distance, unclear availability and difficulties recording or revisiting sessions created friction for clients.

Readers struggled with competing appointment requests, rescheduling, cancellations and unpaid online sessions. Clients also asked about past readings that readers could no longer recall.

Free sessions helped attract new clients. Anxious clients tended to ask about relationships; those willing to wait often asked about careers or business. Many tarot readers also collected decks as a hobby.

Let user needs define the product

Synthesized interviews into personas for both audiences, then used their needs and pain points to guide features. The key learning was that understanding users gives the product a concrete direction and keeps it focused on meaningful problems.