Overview
Year
2024-2025
Duration
6 months
Role
UX/UI
User Research
Visual Design
Tools
Figma
Shopify
Adobe Suite
Challenge
The online store was successful, seeing positive sales growth month over month, but the usability of the site have huge room for improvement as the inventory grew.
With the original design, customers were shopping and buying. But finding the right product with proper weight and color felt disjointed. This usability issue became an opportunity to restructure the product page, improve organization, and streamline the shopping experience.
Goal
Simplify product discovery: Make it easier for users to browse and filter gear by species, style, or water type.
Streamline the shopping flow: Reduce friction in key interactions, like changing product colors or navigating between pages for a smoother path to purchase.
Drive measurable impact: Improve engagement and conversion by delivering a more focused, intuitive experience
Target User
To better understand how users navigate Seattle Fishing Co.’s expansive product catalog, I began by identifying the core user types and their unique shopping behaviors.
Beginner Angler
New to fishing, overwhelmed by gear selection. Wants straightforward filters and beginner-friendly guidance.
Weekend Warrior
Recreational angler with limited time. Values quick access to reliable gear and smooth shopping flow.
Experienced Fisherman
Knows exactly what they need. Seeks detailed specs, precise filters (weight, species, color), and efficient checkout.
Discovery
To validate user needs, I conducted surveys with fishing enthusiasts of varying experience levels and gathered pain points around online gear shopping.
I also analyzed three major fishing retailers like Orvis, Cabela’s, and Sportsman’s Warehouse to evaluate how their filtering systems and product organization impact the shopping experience across a large inventory.
Structure
Based on user needs, I designed a sitemap and low-fidelity wireframes that simplify navigation by species type. This structure improves filtering, reduces overwhelm, and supports a smoother shopping flow for anglers of all experience levels.
Homepage
A clear layout designed to guide users that highlights new gear, seasonal tips, and local fishing insights to provide value within the community.
Shop by Pursuit
A visual-first layout makes it easy to browse by species. Whether you’re targeting trout or chasing halibut, this page helps guests quickly find the right gear for any pursuit.
Product Selection
From browsing by species makes gear discovery simple. This guided experience helps users stay focused to find exactly what they need, without being tangled in a knot.
Results
The new design brought the results we aimed for. Returning customers increased by 19%, and the add-to-cart rate rose by 5.3%. With a more intuitive shopping flow, Seattle Fishing Co. saw a clear boost in sales.
This project pushed me to think beyond features and focus on the full user journey. It sharpened both my critical and creative thinking, and I’m grateful for the opportunity to grow while designing something that’s related to my hobby.
