Daimo
Building a Sports Ecosystem from Identity to Interface
Full Brand Identity & Mobile Product Design
Daimo
Building a Sports Ecosystem from Identity to Interface
Full Brand Identity & Mobile Product Design
Goal
Reimagining how athletes connect with trainers through a cohesive brand and a frictionless mobile experience.
About
Daimo is a sports and health platform that connects athletes with personal trainers. It allows users to find and book individual classes or appointments filtered by location, time, and price.
Problem
Navigation Friction: Complex search flows led to high drop-off rates during the booking process.
Brand Fragmentation: A lack of a design system made the app feel disjointed and unprofessional.
Lack of Identity: Without a clear brand, the app felt like a generic utility. I needed to build a visual system that users would actually want to wear on a t-shirt, not just use for a task.
The Challenge
Daimo needed a visual language that felt energetic yet professional, bridging the gap between a rugged workout and a seamless tech experience.
Details
Timeline: June 2023 – Present
Tools: Figma, Notion, Photoshop
Team
André Coelho (Founder & Developer)
UX Design & Strategy
A series of activities related to product design and development, particularly in the context of user-centered design and user experience design, were done:
- Define target audience
- Creating sample bios and interviews
- Build empathy maps
- Develop a business scenario with a summary and pain points
- Creating user story and user journey
- Develop problem statement
- Build value propositions
- Create goal statements
- Competitive audit comparison and report
- Redo site map and user flow
- Uncovering new features and metrics
- Create interview models and analyse results
- Sketching and wireframe solutions for the product UI
Throughout the discovery and sketching phases, I worked closely with André (Founder & Developer) to ensure every UX solution was technically feasible and aligned with the core business vision.
UI Designer & Brand Strategist
I developed a scalable design system from scratch. By focusing on accessibility, high-contrast ratios, and a clear typographic hierarchy, I created a trusted environment for users.
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Design System: 150+ high-fidelity components and prototypes.
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Digital Presence: End-to-end design for the mobile app and responsive landing page.
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Brand Extension: Created merchandising and physical brand touchpoints.
Results
- Seamless Onboarding: Simplified the entry flow to get users to their first booking faster.
- Accessibility-First: Implemented foundations that ensure a consistent experience for all users.
- Visual Trust: A unified content hierarchy and polished UI increased user confidence and engagement.
Below are some key transformations where I solved complex navigation issues with streamlined design solutions.
- More about Daimer (professional) screenshot – Athlete profile
- Membership screenshot – Daimer profile
- Find Daimers (professionals) screenshot – Athlete profile
- Book a session flow – Athlete profile
Working with Rodrigo was a transformative experience for Daimo. He didn’t just help me to design an app, he also built a visual identity that captured exactly what we wanted to represent.