Case 03

Mimo

Company: Mimo
Role: Founding Product Designer (contract)
Timeline: 2022–24, then advisory
Status: In development

Mimo had no designer. As its founding Product Designer, I took a two-sided marketplace from research to build QA.

Full case: every decision, with the problem, trade-offs and process.Overview: each decision’s headline, key screen and result. About 5 minutes.

Responsibilities: Research, strategy, UX, UI, brand, build QA
Collaborators: CEO, development team

Designed end to end, by me

Research
Strategy
Flows
Interface
Brand
Build QA

Mimo: Treasure in your memories, with the price recommendation screen

What is Mimo?

A marketplace for moments from live events

Mimo is a London startup where people and businesses buy and sell photos and videos from concerts, matches and festivals. A fan sells the shot they took from the crowd; a magazine finds the image it needs the morning after.

Mimo browse screen with trending moments — **Browse.** Discover moments by event.

Mimo active auction screen showing the user is the highest bidder — **Bid.** Know instantly if you’re highest.

Mimo seller activity screen with sales overview — **Sell.** Track sales and trends.

Decision 1 · Strategy

One app served pro sellers and casual fans, and diluted the value for both

Problem: Pros need bulk actions and dense data. Fans need a simple feed. One app made both worse.
Decision: Unbundle: a lightweight mobile app for everyday buyers and sellers, and a desktop portal for professional sellers.

Decision 2 · Signup

Removing a decision people weren’t ready to make

Problem: Everyone was asked up front: buyer or seller? Most people don’t know yet, and a wrong guess means the wrong app.
Decision: One account for everyone. You become a seller the moment you list your first moment. Mimo never holds money, so friction appears only at the two exits that could strand a sale.

No frictionBuyerEvery new account starts here. Nothing to set up.

Safe payoutsActive sellerFirst listing makes you a seller; a bank account is required.

Nothing lostInactive sellerNothing for sale, but tools and stats stay.

Deliberate frictionAccount deletedLive listings come down first.

Result: One fewer decision at signup, and no dead-end accountsA design outcome; launch metrics are listed under Impact.

Decision 3 · Pricing

Helping first-time sellers price with confidence

Problem: In the first version, the price field and both alternatives were live at once, so a seller could type a price and pick an auction.
Decision: One clear choice between three modes: set your own price, get a smart recommendation, or run an auction. The price field appears only once it’s chosen.

Before — **Refined from user feedback.** One choice between three modes instead of three live controls, with colours brought back in line with the brand.

After — **Refined from user feedback.** One choice between three modes instead of three live controls, with colours brought back in line with the brand.

Select a pricing model — **Choose a mode.** Continue waits for a choice.

Set your price, with the field open — **Set your price.** The field opens only here.

Recommended price of 10 dollars — **Recommendation.** A price, with the reason.

Auction settings with duration picker — **Auction.** Same stepper pattern for bid and duration.

Small details that stop errors before they happen

**1 · The whole area is the target.** Not just the + icon: the entire drop zone opens the picker.

**2 · A price, with the reason.** First-time sellers see the recommendation is based on similar moments that sold.

**3 · Inputs appear only when chosen.** A typed price can never conflict with another option.

**4 · Buttons wait for valid input.** Continue stays disabled until a choice is made, instead of letting people hit an error.

Refined from feedback · Profile

“Store” and “Your moments” looked like two things you could have at once

Problem: They sat side by side, and people didn’t realise they were mutually exclusive: a moment is either for sale or it isn’t.
Decision: Tabs make the choice explicit. I also added seller rating, followers and following, and ways to edit and share a profile.

Impact

Designed end to end, now in development

80+mobile screens across 6 flows

90+issues logged in my build review, across 30 screens

1 → 2one app split into a mobile app and a seller portal

What I’ll measure at launch: first-listing rate, price-recommendation acceptance, and time from upload to first sale.

“So so thorough – you’ve really got an eye for this.”CEO, Mimo

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