DOMI
VISUAL IDENTITY, UX/UI DESIGN
OBJECTIVE:
As the UX designer and visual identity lead for Domi, I focused on designing the caregiver experience—creating a user-friendly platform that connects caregivers directly with care seekers. By eliminating third-party inefficiencies, the platform lowers costs, improves access to in-home care, and provides caregivers with better job opportunities. I also developed the brand’s visual identity to ensure a trustworthy and accessible look and feel across all touchpoints.
This version of the app was designed to help Netsanet, Domi’s founder, confidently pitch to investors and begin raising capital. The product’s clear user flow, refined brand presence, and strategic features positioned Domi as a scalable, investor-ready solution to a real-world problem.
50% of Caregivers remain in the industry
for no more than five years, often citing burnout and staffing challenges as key reasons for leaving
Source: Caregiving Excellence
The Process
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We began with user research, conducting interviews to uncover the key pain points caregivers were facing. Speaking with RNs, caregivers, and PSWs allowed us to validate these insights and ensure that every design decision was grounded in real user experiences—not assumptions.
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Building on the research, I mapped out the caregiver experience to outline the app’s core flow. Before jumping into wireframes, I created detailed user flows to identify key touchpoints and decision-making moments. This helped visualize how caregivers would navigate Domi—from discovering job opportunities to managing their schedules—ensuring a seamless and intuitive experience.
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After gathering insights and sketching initial wireframes, I began developing mid-fidelity wireframes, prioritizing key features highlighted during user discussions. I then created an interactive prototype to conduct usability testing and observe how caregivers engaged with the core flow.
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After completing the wireframes, I ran usability tests using three key scenarios, observing how caregivers interacted with the app and identifying points of friction. Feedback and behavioral insights—supported by heatmaps—helped pinpoint areas for improvement and informed the next round of design iterations.
Caregivers face a range of challenges that impact their daily work and well-being.
Lack of pay transparency leaves them unsure about compensation and job expectations, while inconsistent communication between clients, families, and agencies creates confusion. Added to this are safety concerns—like unpredictable client behavior—which can make their work feel risky and unsupported.
I developed wireframes focusing on key user needs
identified in research. I then moved to high-fidelity designs, using a pink and navy palette for accessibility and adding graphics to make onboarding more engaging and user-friendly.
I then created an interactive prototype
to conduct usability testing and observe how caregivers engaged with the core flow.
Three key scenarios guided the usability testing process,
observing how caregivers interacted with the wireframes and identifying points of friction. Feedback and heatmap analysis revealed pain points and highlighted areas for improvement in the user experience.
Key Learnings & Next Steps
This project was a valuable learning experience that deepened my understanding of design. Key takeaways include:
The Importance of the 'Why' Behind the Design
Understanding the reasoning behind design choices is crucial to ensuring alignment with user needs and project goals.
Collaboration is Key
Effective communication with fellow designers ensures the creation of cohesive, user-centered solutions.
Time Constraints Teach Prioritization
Working within tight deadlines helped me focus on the most critical features and streamline the design process, ensuring key objectives were met efficiently.
This project helped our client bring her idea to life. The next steps would include creating a pitch deck to secure funding for developers and the continued development of the project.