can we make fish sales less fishy?
PROJECT: MSC project
PROduct: UX/UI app DESIGN
CHALLENGE
This projects’ goal was to support more sustainable fishing by promoting local fish shops. Local fish shops often offer a more seasonal variety, in contrast to supermarkets that mainly sell popular and mainstream types of fish, that can lead to overfishing and increased fish farming. This project also wanted to inspire people to cook with a broader assortment of fish as is often offered from fish shops.
PROCESSTo understand the barriers for people not buying more fish from local shops and not buying more different types of fish, we conducted a quantitative survey. Many respondents expressed a desire to buy more from local shops, but they face two main issues: lack of price transparency and uncertainty about what’s available where supermarkets tend to be a more convenient solution with their predictable selection and clear pricing. The respondents also wanted to diversify their fish consumption to protect the environment, but limited cooking knowledge is a significant barrier to this. It’s easier just sticking with your well known salmon pasta dish. After the user research, an iterative product development phase initiated where different concepts were ongoingly tested.
SOLUTIONThe app "Daily Fish" offers a platform for local fish shop owners to make sales easier and promote seasonal or less common fish. Small fish shops are unlikely to have their own apps, so this service makes online sales convenient for them. For users, the app offers a daily overview of the available fish selection, with clear pricing, an in-app purchasing option, and pickup locations. The app also includes recipes and cooking inspiration, to help users to explore a wider variety of fish.
