Skipper Otto

Community Supported Fishery. E-commerce Experience

My Role: UI/UX Designer

Duration: Sep 2021 - Dec 2021

Client: Skipper Otto, Community Supported Fishery

About Skipper Otto: Skipper Otto is a Community Supported Fishery that gives Canadian fishing families a modern, sustainable seafood buying experience. They have eliminated the "middle men" to provide members with full visibility of the fish being caught, where, and how.

How Skipper Otto Works:

To be able to create the best user experience it was important to understand the unique model Skipper Otto uses.

1.

Make a pledge to the community

by purchasing a portion of the catch in advance, so that fishermen have a better understanding of how much fish to catch.

2.

The fishers hit the seas

Knowing exactly how much they will be paid and when, they are prepared for the journey ahead.

3.

Members choose their seafood

Members can select from a wide range of seasonal seafood online and pay for their portion.

4.

Pick up the seafood

Skipper Otto delivers seafood to one of the pick-up locations chosen by members, where they can collect their seafood.

The Challenge

Skipper Otto needed a more flexible online store with features that could easily be added over time to help them scale their business. The main aim of this project was to make the ordering process as simple and user-friendly as possible, while allowing users to customize their shopping experience.

Goals

We identified these as our main goals:

Revise sign up process

Make it more user-friendly and educational. Provide resources and tips to help guide users through the sign-up process in order to facilitate a smooth and efficient experience.

Simplify choosing pick-up location & date

Create an option for users to set a primary pick-up location, so they don't have to select it each time they place an order.

Create dashboard

Create a dashboard that allows users to update their personal information, manage shares, send gift cards, view transaction histories, and more.

Improve shopping experience

Enhance the shopping and sharing experience at the Skipper Otto store. Currently, users do not have access to all the necessary context and information.

Previous Experience

  • Product Information

    The limited information available to Skipper Otto members regarding the seafood purchasing system made it difficult to manage for Skipper Otto staff.

  • Welcome screen

    Upon opening the store, members were prompted to select their pick-up location and time slot on the welcome screen.

  • Share Credit

    Members did not have the ability to modify their credit or transfer their remaining balance during the season; all adjustments had to be made manually by Skipper Otto staff.

  • Payment methods

    Customers have no access to view past transactions and a restricted number of payment methods.

  • Renew Membership

    The process of renewing membership was confusing.

Research

Customer Journey Map

The journey of Skipper Otto member is not always the same throughout the year; however, this user journey map is centered around the process of ordering seafood. We identified the primary issues to be a lack of knowledge on how to prepare certain species and an inadequate online experience.

User Personas

Our primary target users are Katherine, a young teacher from Vancouver, and Dave, a retired engineer from Calgary. Katherine is striving to lead a more sustainable lifestyle and support local businesses, while Dave desires to cook fresh seafood for his grandchildren despite living inland.

Sitemap

Following numerous discussions about the difficulties users were experiencing with the existing system, we decided to create a dashboard where users can store all of their individual settings in one central location. This should help them to better manage their information.

Redesign

Sign up

The sign-up process is comprehensive, with a thorough explanation of the membership and order placement procedure.

Dashboard

Members of Skipper Otto can now use their own devices to access and update information regarding their membership without needing to contact customer service.

Pick up location

An improved pick-up location selection process aids users in quickly locating and selecting the closest option to them.

Shop

It was essential to include specific symbols and information about the seafood selections on the product overview page. Various scenarios needed to be accounted for, such as seafood not being available on the chosen pickup date or location.

To provide further detail, additional information was added to the individual product page, including details about the fisherman, method of fishing, and the date of catch - all of which was crucial for Skipper Otto members.

Navigation

Learnings

Don’t try to jump into conclusions

Refrain from jumping to conclusions and remember that the usual techniques may not apply in this unique e-commerce situation.

Consider challenges regarding the seasonality & availability of the seafood

Not every seafood is available during the whole year in every part of Canada due to the seasonality of different types of seafood.

Attempt to refrain from adding too many features all at once.

It may be more advantageous to gradually introduce more complex features, such as a wishlists.