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Sojourn Tarot - iOS App

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A Personal Project

Tarot has been practiced for centuries, evolving from a card game into a widely used tool for reflection and self guidance. A standard deck contains 78 cards, 22 Major Arcana representing life's significant themes and 56 Minor Arcana covering everyday influences, and today it enjoys broad mainstream appeal with millions of practitioners worldwide.

I've long been drawn to hidden knowledge, deeper meanings, and patterns, and after trying Tarot, I Ching, and similar apps, I saw an opportunity in 2020 to combine that interest with my UX background to build a better alternative: free to download, premium in execution, supported by inline ads, and anchored by over 70 custom illustrations, striking a middle ground between free apps that lacked polish and paid ones that cost too much. I mapped core features, a freemium monetization strategy, and a UX framework with high fidelity mockups, but shelved the project because complex multi-card AI summarization didn't exist yet. Now that it does, I'm reinvesting in the app throughout 2026 to transform static card draws into dynamic, personalized readings.

Review Structure

  • Evolution: From 2020 pause to 2026 reboot and the AI capabilities that unlocked it.
  • 3 Stage Development: Early LLM-based prompt concepts, interactive prototypes, and native Xcode execution, leading towards Apple App Store release.
  • Strategy: Market analysis, monetization, user tiers, planning docs, and more.
  • MVP Flows: Sectional flows detailing features, interactions, states, error handling, and more.

Duration:

2026 (Active)

  • Consumer

  • AI Personalization

  • Mobile

  • 0 to 1

2020

Insight Tarot: Initial Project + Pause

  • Early Discovery: Researched the competitive landscape, defined the app USP, created a Sketch design system, wireframed core interactions, and commissioned over 70 original card illustrations.

​

  • Technical Blockers: Standard tarot apps rely on static, isolated card definitions. Without LLM text synthesis, multi card spreads could not deliver dynamic, personalized readings.

​

  • Strategic Pause: The project was shelved due to high development costs and pre LLM constraints, waiting for natural language generation to mature.
step mapping
wireframes
app styleguide

2026

Reboot

as Sojourn Tarot

Following 3 years leading UX in agentic AI at Netomi, I reopened the project in 2026 to solve multi card synthesis using modern LLMs and vibe coding tools. Insight Tarot served as the initial inhouse working title during early testing, and the app has since been officially rebranded as Sojourn Tarot for its upcoming release on the App Store.

3 Stage Journey

Stage 1: Gemini Gems

In late 2025, leveraging Gemini GEMs and past experience with AI agents, I built a text based multi card reading simulator known as "Merlin." While bare bones, it solved the core challenge of multi card interpretation that was not possible in 2020. I also audited competitor implementations to benchmark AI integration across the space.

Stage 2: Figma + Figma Make

In early spring of 2026, after vibe coding several smaller tools with Figma Make, I built an interactive prototype of the app to test expanded features beyond the original 2020 scope. Validating functional viability in this prototype established the blueprint for native development and tool selection for App Store release.

Video Demo

Stage 3: Claude Code + Figma MCP + Xcode

In summer of 2026, I transitioned to native iOS development using Claude Code and Xcode. Utilizing screen designs and components planned in Figma via MCP, alongside structured guidance documents, the production app was built out ahead of its upcoming release. Current testing via multiple simulators and iOS physical devices.

Coming Soon

Stage 3 Planning

Strategy & Monetization

  • Market Position: Combines custom deck sales with AI readings.
  • Tiered Value: Solves for pricing, feature gating, and ad frequency.
  • Profit Margins: Controls API usage caps to safeguard revenue.

User Experience & Flows

  • Target Personas: Tailors features to user budgets and ad tolerance.
  • Guided Readings: Solves multi-step reading interactions and retry logic.
  • Smart Input: Auto-detects query context and manages load perception.

Design & Architecture

  • App Structure: Handles core navigation, local storage, and access control.
  • Assets & Content: Integrates custom vector artwork with tarot references.
  • Screen Constraints: Adapts marketing and layouts for small displays.

Testing & Workflow

  • Developer Tooling: Uses quick toggles for rapid state testing.

Review of ‘26 Market Growth: Astrology & Divination Apps

Market Size & Growth

$9B by 2030

from $3B in 2024

20%

CAGR

User Base

120M+

Monthly Active

25-35%

Subscription Adoption

60%

Gen Z/Millennials

ARPU - Average Revenue Per UserCAGR - Comp. Annual Growth RateAll dollar figures in USD. Data sourced from 2024-2025 market reports; citations verified through Claude AI extended research.

AI Adoption Surge

2025

47%

AI-Enabled Personalization

58-62%

Users prefer hyper-personalized insights that AI can provide

10-18%

Improved Retention

Revenue Mix

Freemium/Ads

50%

Subscriptions

30%

Live Consult

20%

Subscriptions

$8-22/mo

Per User

Market Size & Growth

N. America

40M+

Users

Highest ARPU

Asia-Pacific

40-50%

Downloads

Growing

India

+49%

CAGR

Fastest

EU

25-35%

Subscribe

Steady Growth

MVP Personas / Tiers / Freemium to Sub

Kara

22

Plan: Free

($0/mo)

The free, default tier of Sojourn Tarot allows users, registered or not, use of common features: Daily Guidance, Yes/No, and Library - all ad-supported throughout.

A digital native student/entry-level worker living with roommates. Budget-conscious with tight income, but highly ad-tolerant as an everyday trade-off for free software. Uses tarot casually for quick vibe checks and daily guidance. She expects core features like Daily Guidance and Yes/No to be fast, reliable, and completely accessible without paywalls.

Jonny

35

Plan: Plus

($7/mo)

The Plus tier builds upon app-wide ad-supported content and free features, unlocking access to advanced, multi-card spreads readings, processed and personalized via AI.

A mid-career professional and homeowner/renter with steady disposable income. Highly tech-savvy, he dabbled in physical tarot and now wants deeper, AI-personalized multi-card spreads for self-reflection. Value-driven, he feels comfortable saving $3 a month by accepting moderate inline ads as long as the AI insights and spread tools deliver solid depth.

Suzanne

52

Plan: Premium

($10/mo)

The Premium tier builds upon Plus, by offering all the same free and advanced AI muti-card reading capabilities, with an app-wide removal of all in-line adverts.

An established homeowner with strong disposable income and low patience for UX friction. She enjoys structured daily rituals and wants the full multi-card AI reading experience without the annoyance or clutter of inline adverts. Paying $10/month for a completely ad-free, seamless experience is an easy micro-investment for her peace of mind.

Basic/Freemium

Core features:

  • Daily Guidance - single card, with optional lock screen delivery
  • Yes/No - single card, for fast answers
  • Library - search and review the full custom 78-card deck

$0

Supported by Ads

Premium look, with access to the custom card deck and common, expected features, without the subscription price.

Sojourn Plus

Budget-friendly upgrade

  • All the features of Freemium
  • Access to 6 popular multi-card spreads featuring AI-generated readings combining aspects of question, focus, and card type/position, including emailed reading transcripts

$7

Supported by Ads

Premium AI-personalized features at below-market pricing to drive conversion.

​

Sojourn Premium

No-compromise upgrade

  • All the features of Freemium
  • All the features of Plus
  • Ad-free experience app-wide

$10

%100 Ad-Free

Competitive pricing on lower end of market ($8-22/mo). Accessible upgrade, driving conversion over competitors at 2-3x cost.

Managing Related UX/UI Aspects of Cards

Card Details Planning Doc

Structured a complete 78-card knowledge base in Google Sheets, mapping titles, summaries, and detailed interpretations for seamless integration into Xcode via Claude Code.

78 Custom Digital Illustrations

Designed a semantically named, 78-card vector deck in Figma following competitive analysis. Styled in Sojourn's signature blue and gold palette, these visuals accompany card descriptions across the entire app experience.

Sojourn’s Card Library

Researched and implemented custom icons to represent all 78 tarot cards, integrating them into scrollable trigger cards that allow users to launch and explore detailed interpretation overlays throughout the Library.

Sojourn’s Card Details Sheet

Designed to adapt for different feature contexts, the Card Details component powers views in the Library, Daily Guidance, and Yes/No experiences, making it a foundational piece of the UI design system.

Onboard:

Key Sections & Policy Agreement

On first run, the app walks new users through 4 core sections: Daily Guidance, Yes/No, Tarot Library, all free, and then Multi-Card Readings closing the sequence out as the subscriber teaser. Then, once the user has agreed to the policy statement at the end, they land cleanly on Home.

Note: For subtleties beyond the happy path, a full demo can be provided during a review call.

Loading screen is splashed for a few seconds as the application loads and the carousel appears...

The onboarding carousel closes with Multi-Card Readings, introducing the primary subscriber value proposition before entering the app. "Start Free."

Appearing over Home, we provide the policies document. If clicking “I Agree”, proceed to Home.

Once agreed, the user has full access to the core features of Sojourn Tarot, landing on Home.

Daily Guidance:

Single Card Draw

Each day, users can visit Daily Guidance for a quick, personal vibe check. As they scroll, the drawn card reveals its position, keywords, and full details. By default, negative cards and card reversals are disabled, to promote an always-positive take, but can be changed in settings, along with notification scheduling.

Note: While not shown here, when a notification is set, it will reflect back at the bottom of the Daily Guidance, with an edit feature, in place of the current CTA.

The user explores “Daily Guidance”, either from Home or from the “Daily” tab, at bottom.

At first view (not shown) the card back animates a flip to the front, revealing the card and full details, below.

As the user scrolls, we see in-line ads with the content, supporting the free features. At bottom, an offer to set daily notifications. The User taps...

Account / Settings slides over, and the user can enable a time picker (not shown) to schedule daily reminders.

Yes/No:

Single Card Draw

For a quick answer to a pressing question, users can turn to Yes/No for an instant card draw yielding a Yes, No, or Maybe. Spin and draw from the carousel, or tap the “Your Card” area for an auto-draw. The outcome is immediate, with details accessible via a quick tap. The reset is easy to access when done.

Note: Like Daily Guidance, Yes/No details view makes use of the foundational details built into the Library section.

The user explores “Daily Guidance”, either from Home or from the “Daily” tab, at bottom.

The user sees the card drawn, and can scroll down to see details.

Further details, with inline ad banner. At the end, an offer to receive daily notifications. The user investigates...

In User Hub / Settings, the user can enable a time picker (not shown here) to schedule the daily reminder.

Library:

Search & Review

The Library, like Daily Guidance and Yes/No, are always free to use, and leverage similar details patterns, which greatly simplifies implementation. It’s also another avenue of interest for those just learning about tarot. And at 78 cards, each view is an opportunity to generate inline ad revenue.

Note: The detailed sheet view can not only invert the card and copy (not shown), but includes side-swipe for last-next.

Loading screen is splashed for a few seconds as the application loads and the carousel appears...

The onboarding carousel closes with Multi-Card Readings, introducing the primary subscriber value proposition before entering the app. "Start Free."

Appearing over Home, we provide the policies document. If clicking “I Agree”, proceed to Home.

Once agreed, the user has full access to the core features of Sojourn Tarot, landing on Home.

The Multi-Card Spreads Upsell:

Road to Conversion

A new user on Home encounters an ad card promoting Multi-Card Spreads. Tapping it launches an overlay touting what a subscription unlocks. The overlay offers two paths: to review and upgrade via Explore Plans (shown), or browse Spreads, in demo mode, which too will eventually lead back to Plan.

Note: We will forgo a review of Spreads in demo mode, and instead review from a full-feature subscribed perspective, shortly.

From Home, user taps on “Multi-Card Spreads” ad card, to learn more about the advanced options for subscribers.

An overlay appears, detailing multiple features a subscription would provide.

At the bottom of the overlay, the user sees the base pricing and chooses to proceed via “Explore Plans” CTA.

The overlay closes, and the Account/Plan slides into view, detailing subscription offers (next flow).

Multi-Card Spreads Subscription:

Sojourn Plus Onboard

We now skip forward to the user having subscribed to Sojourn Plus, which unlocks the Spreads, for multi-card AI-assisted readings, but maintains inline ads throughout. Once back on Home, the user sees their account designation is updated, and proceeds to see the updated Plan card.

Note: Once the user is subscribed (bottom right) we show monthly cost and upgrade/downgrade options in the Change Plan overlay sheet (not shown).

The app restarts...

A single-card onboard screen greets the user, touting the upgrades. User “Starts.”

We see Home has been updated with a popular spread (review later) as well as an updated Account... User taps.

Under Account/Plan we now see the user credentials and plan displayed, along with a “Change Plan” CTA.

Account: Sectional Tabs

Our newly subscribed user explores the Account section, which houses 3 tabs after Plan: Policies duplicates the initial onboarding agreement; Feedback captures sentiment and future upgrade suggestions; and Settings unlocks a subscriber-only activity area for tracking usage.

Note: Granular interactions in these areas, and any changes between free to subscribed, can best be reviewed in a live demo.

Landing on Account/Plan, the user reviews their active subscription, unlocked features, and options to manage. Next - tab to “Policies.”

On Policies, the user is provided easy access to the same terms as Onboard. Next - Tab to “Feedback.”

On Feedback, users can submit ratings, email follow-ups, and feature suggestions directly to the product team. Next - Tab to “Settings.”

The Settings tab houses controls for card reversals, daily notifications, audio toggles, and multi-card reading usage tracking (when subscribed).

Multi-Card Spreads:

Pin to Home

Subscribers often want their favorite spread available immediately at launch. We pre-pin the popular "Past – Present – Future" 3-card spread to the Home screen by default. As users explore new multi-card options, they can easily swap their pinned selection directly within the Spreads area.

Note: Unsubscribed users see a PREVIEW banner at the bottom of Spreads, allowing partial access, with no Spread pinning to Home (not shown here).

From Home, user taps on Spreads section tab to explore their options.

Under subscription, the auto-pinned “Past - Present - Future” can be changed. User taps “Edit” to explore.

If user desires, they can select a new Spread card to pin in edit mode. When happy, they commit via “Done.”

Returning to the normal view, Spreads section reports that “Four Elements” will now appear on Home.

Multi-Card Spreads:

Query, Focus, & Drawing Cards

From the Spreads section, our user selects “Past • Present • Future.” for a reading. At the opening stage, the user can supply an optional query and toggle focus to shape the final output. When they move to “Begin Reading,” we see the user’s intent carried over as they draw their cards.

Note: Weekly/Monthly reading gating, AI processing errors, poorly formatted queries, and other granular aspects, can be discussed and reviewed in a call.

From Spreads, user selects “Past • Present • Future” multi-card spread to begin a reading.

Upon reading spread details, the user fills out the optional query, sets focus, and proceeds to “Begin Reading.”

Leveraging the familiar card draw carousel from Yes/No, the user draws a number of cards for the 3 slots.

Once all cards are drawn, the carousel is disabled and the AI takes over, at bottom “Building your reading...”

Multi-Card Spreads:

The AI-Processed Reading

The reading is presented to the user in the left>right manner as the card draws, mimicking a progressive journey. Regardless of card count, the structure is always the same: Overview > Each card/position with a flippable card detail, also AI customized > Closing Thoughts. When done, user taps "Exit."

Note: Painstaking care was put into this design so that it can work from the largest iPhones down to an SE 2/3, which is still iOS update supported in 2026.

The multi-card reading is under review. Story progression is horizontal, like the draw. User swipes.

Skipping forward to the 3rd card, we see the custom artwork in the Future position, and tap it to view details...

The user reads the customized text based on the card, its position, and other supplied factors. User swipes...

Jumping to the end, the user receives a positive send-off. They now proceed to tap “Transcript / Exit”

Multi-Card Reading:

Send Transcript & Exit

Subscribers often want their readings saved for review later. Rather than maintaining a complex database, it is far easier to offer a transcript service on exit, and promote it as a bonus feature. In this example, we make the option as frictionless as possible at the point of reading exit.

Fail states and edge cases, for here and elsewhere, can be reviewed via Figma deck and/or live demo during a call.

With the reading concluded, the user Now decides to receive a copy sent to their inbox before exiting to Home.

If the email is on file with sign in, we can pre-populate the email field, making this a one-click “Send & Exit”.

The send moves forward...

Success! The transcript is now sent to the user’s inbox, and the app will automatically return Home in 4 sec.

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