Lumistelo
UX/UI and branding for an expert consultation platform and Telegram Mini App
UX/UI
Product Design
Design System
Mini App
BOOKING SYSTEM
Branding
My role
Lead UX/UI Designer
Brand Designer
Brand Designer
Team
Lead designer
Project manager
Development, marketing and customer service teams
Junior designer
Project manager
Development, marketing and customer service teams
Junior designer
Timeline
2024-2025
Status
Project completed
About the project
Lumistelo is an online service connecting users with esoteric practitioners. Users can choose an expert and receive a consultation by call, chat, audio response or written service.
The company wanted to reach a wider audience and reposition itself as a consultation platform, moving beyond its esoteric image through a complete change of identity and service. The project began with a full rebrand, a Telegram Mini App launch and a new service built from the ground up.
The company wanted to reach a wider audience and reposition itself as a consultation platform, moving beyond its esoteric image through a complete change of identity and service. The project began with a full rebrand, a Telegram Mini App launch and a new service built from the ground up.
Goal and objectives
The goal was to build a new product foundation, from expert discovery to transparent booking and repeat engagement. The key tasks were:
- Create a new brand and a unified visual language.
- Launch a pilot service as a Telegram Mini App.
- Adapt validated flows for the web platform.
- Bring different consultation formats into one selection system.
- Enable self-service booking and instant consultations.
- Create a user account area and loyalty programme.
- Build a scalable design system.
Key outcomes
The project established a new product and visual foundation for the service:
Created a unified visual language: the new identity connected the web platform, Mini App and communication materials into a recognisable brand.
Enabled self-service booking: users could book consultations without contacting the call centre.
Made the interface clearer: filters, statuses and booking controls made choices easier to understand and manage.
Made the product consistent and scalable: the visual system and components support new features and sections without losing coherence.
Created more entry points: alongside the main platform, a Mini App and an esoteric journal offered new ways to reach users.
Approach
I began by analysing the existing product. The research combined usage data and support enquiries, a review of current user flows, and new business requirements following the service’s restructuring. This helped identify the product’s strengths and weaknesses, its main usability problems and the changes needed.
01
Incomplete expert cards
Expert cards lacked key information for choosing a specialist: specialisation, experience and the new service options.
02
Unclear booking process
Users could not see experts’ availability and had to call the contact centre to book a consultation.
03
Inefficient expert search
The platform lacked a unified navigation and filtering system. Users had to browse lists of experts and services manually to find a suitable option.
04
Lack of consistency
An outdated structure, inconsistent styling and mobile layout bugs made the service harder to use and new features harder to introduce.
Information architecture
Mini App
Telegram was a key channel for reaching a new audience, so the Mini App became the first pilot of the new system. Validated flows then informed the web platform, preserving a shared architecture and interaction logic.
Launch goal
Validate the new service and attract its first users.
Outcome
Collected feedback from a test audience on the service experience and users’ trust.
Next step
Bring validated flows into a full web platform and continue developing the product.
Booking consultations
Approach
Most issues affected the core flow: ordering a consultation. I rebuilt the journey from discovering an expert to receiving the service, combining usability fixes with new business requirements. The following sections show the key product decisions behind the redesigned service.
Booking flow
Experts and services: filters, navigation and search
The journey starts with finding a suitable specialist. Limited filters and confusing navigation made it difficult for users to find experts and services that matched their needs.
Solution
Reorganised the top navigation around user tasks, making the next step clear.
Introduced consistent filters across listing pages, standardising categories, specialisations and request types to make search easier and more precise.
Expanded search into a navigation tool:
it gained recommendations, search history and shortcuts to relevant sections.
it gained recommendations, search history and shortcuts to relevant sections.
Filters and sorting
Navigation
Search
Expert card: service formats
The expert card is a key part of the catalogue: users decide here whether to explore a specialist or keep searching. The challenge was to improve the experience and accommodate every consultation format while keeping the card compact.
Solution
Restructured the card around information that affects the choice: specialisation, experience, rating, price, availability and consultation formats.
Made instant consultation the primary action, with call, chat and audio options given equal secondary weight. This brought a clear hierarchy to the buttons.
Kept the cards compact despite the added functionality.
Redesigned and original expert cards
Expert profile: building trust and guiding choice
The expert profile is the final decision point. Users need enough information to choose confidently, without doubts or a return to the catalogue.
Solution
Placed key information and actions above the fold, helping users assess the expert and start booking immediately.
As on the expert card, the main consultation formats are available in one place. The controls also remain visible as users scroll.
Time slots: self-service consultation booking
Self-service booking was a key change. Previously, users could only book through the call centre. They could not see experts’ availability and had to wait for an operator’s confirmation, making the process unclear and adding to the support team’s workload.
The new system let users choose a convenient time, book independently and track every stage in their account area. This made the process transparent and reduced support enquiries.
The new system let users choose a convenient time, book independently and track every stage in their account area. This made the process transparent and reduced support enquiries.
Solution
Designed the architecture and interface for self-service booking using available time slots.
Created one booking flow for scheduled consultations, with consistent steps for choosing a time, placing an order and confirming the booking.
Made schedules and booking statuses transparent. Available dates and times appear in the expert profile, while users can manage consultations and track their status in the account area.
Planned for exceptions: users can narrow availability with time filters or contact the call centre if no suitable slot is available.
Goal
Rebuild the core user flow and bring all consultation formats into one system.
Outcome
Created a consistent journey from finding an expert to receiving a consultation.
Next step
Continue the journey in the user account area, making it a hub for management and repeat engagement.
User account
Approach
After booking a first consultation, users move from discovery and purchase to ongoing engagement. Managing consultations, returning to experts and using earned rewards become the priorities. These tasks shaped the user account area.
Orders: unified statuses and consultation management
Each consultation format previously had its own statuses and order display logic. Users struggled to understand the consultation’s stage and find the information they needed.
I brought all services into one order system. Each format retained its own workflow, while card structure, statuses and management principles became consistent.
I brought all services into one order system. Each format retained its own workflow, while card structure, statuses and management principles became consistent.
Solution
Standardised all system statuses, applying the same logic across every order format.
Created a consistent order structure: compact cards for quick scanning and dedicated pages with full consultation details, including the expert, time, request, materials and outcome.
Created filters and search to help users quickly find consultations and their enquiry history.
Unified statuses
Current orders
Order history
Audio response card
Written service card
Loyalty programme: encouraging return visits
The loyalty programme was designed to build long-term relationships and encourage users to return. Its mechanics needed to be clear: users should see their current level, available benefits and the actions required to progress.
The programme went through several iterations to refine earning rules, level structure and the relationship between rewards and service purchases.
The programme went through several iterations to refine earning rules, level structure and the relationship between rewards and service purchases.
Solution
Designed how levels, progress and available benefits are displayed.
Organised user tasks by type and duration to make their structure clearer.
Made each task’s requirements and progress visible, so users could immediately see what to do and how much remained.
Visual system
Approach
At the start, the product had neither a brand identity nor a unified design system. I created its visual language from scratch, defined core interface principles and built a component library that became the foundation for future screens and features.
Reflection
The hardest challenges are not always obvious. At first, designing the screens seemed like the largest task. In practice, the hardest part was agreeing on a shared product logic that users, business stakeholders, developers and the wider team could all understand.
Sometimes, speeding up means slowing down first. Bringing in a junior designer initially slowed the work, with time spent on explanations and revisions. Once we worked through the product logic and established clear ways to communicate and collaborate, progress became much faster and smoother.
A good product does not always reach release immediately. The platform was ready to launch, but internal business changes delayed its release. The project taught me that a strong product alone does not guarantee a successful launch.
The end
