Skipper Otto_Hero

Role: UI & UX Designer

Duration: Sep 2021 – Dec 2021

Skipper Otto is a Community Supported Fishery supporting Canadian fishing families through a revolutionary, sustainable seafood buying experience. They’ve cut out the “middle men” to provide members with complete transparency around what their fishing families are catching, where, and how. 

Online store that helps member to order fish through the year doesn’t give company the flexibility and don’t have the features that they would like to introduce over time to help them scale the business. The main goal of this project was to make the ordering process as easy and intuitive as possible and give customer the ability to . 

1.

Skipper Otto members can now access and update information about their membership without contacting customer support.

SO_Personal_Information
BCLI_Mockup77

2.

Improved way of choosing a pick-up location help users to navigate and select one close to them. 

3.

Sign up process has multiple steps with a detailed explanation of the membership process and the order placement.

BCLI_Mockup99

Challenge

  • Create a custom e-commerce experience that following Skipper Otto model – membership based on fishing seasons combined with an online store.
  • Make the process of choosing pick up location and pick up date intuitive.
  •  Make sign ups flow more informative and easier and faster to complete.

Research

User Journey

SO_Journey_Map-01

User Persona

User Persona – Katherine – 1

Sitemap

Dashboard Sitemap

Design

Digital wireframes

Visual Design

UI Moodboard

Moodboard
SO_Wireframes

UI Guide

SO_UI_Guide

Next Steps

  • Add first time experience – simplified explanation of the store experience once user sign-up
  • Recipes are directly linked under each product and accessible in the store experience.  
  • Notifications and wishlist of products that aren’t currently in season customizable by users.