• Services: UI / UX Design & App Development
  • Client: Fish Tender
  • Location: Saudi Arabia
  • Completed Date: 20-12-2019
  • Budget $53,000
  • Timeline 4 Months

Project Overview:

Fish Tender is a state-of-the-art digital marketplace designed to simplify the process of purchasing fresh seafood in Saudi Arabia. By connecting consumers with trusted local seafood vendors, the platform ensures access to high-quality, fresh seafood with just a few taps on a smartphone.

The app eliminates the need for customers to visit physical fish markets by offering a streamlined digital experience where users can browse, compare, and purchase fresh seafood directly from verified suppliers. With a focus on freshness, convenience, and user trust, Fish Tender has transformed seafood shopping into an effortless and reliable process.

The Problem It Solves:

Challenges in Traditional Seafood Shopping

Before Fish Tender, consumers in Saudi Arabia faced several obstacles when purchasing seafood:

  • Inconvenience of Physical Markets – Visiting crowded seafood markets can be time-consuming and inconvenient.
  • Quality & Freshness Concerns – Difficulty in verifying the freshness and quality of seafood before purchase.
  • Limited Vendor Transparency – Buyers had limited access to reliable and verified seafood suppliers.
  • Lack of Digital Solutions – No centralized online platform to facilitate easy seafood shopping and delivery.

How Fish Tender Solves These Problems

Fish Tender directly addresses these issues by:

✅ Providing a seamless online marketplace – Users can buy fresh seafood from trusted vendors with home delivery options.
✅ Ensuring high-quality standards – Vendors are vetted to guarantee freshness and compliance with hygiene standards.
✅ Offering real-time availability updates – Customers can see up-to-date inventory and special deals.
✅ Expanding vendor reach – Small and mid-sized seafood sellers get direct access to a wider customer base.

Design Description:

1. User Experience (UX) Strategy

The UX strategy was built around simplicity, efficiency, and trust, ensuring a frictionless shopping experience:

  • Effortless Browsing & Searching: Users can filter seafood by type, price, availability, and freshness rating.
  • Seamless Ordering Process: A simple checkout process with multiple payment options.
  • Vendor Transparency: Detailed vendor profiles showcasing product origins, freshness ratings, and user reviews.
  • Real-Time Order Tracking: Customers receive updates on order status, from confirmation to delivery.
  • Personalized User Dashboard: Users can save favorite seafood items, track orders, and set delivery preferences.

2. User Interface (UI) Design

The UI design followed a modern, clean, and user-friendly approach:

  • Elegant and Fresh Color Palette: A mix of ocean blues and white, reflecting freshness and trust.
  • Minimalistic Layout: Well-structured product listings with clear pricing and availability.
  • High-Quality Imagery: Visually appealing seafood images to help customers make informed decisions.
  • One-Touch Reordering: Users can quickly repurchase frequently bought seafood items.

3. Core Features

📌 Comprehensive Seafood Marketplace: Users can explore fresh fish, shellfish, and exotic seafood options.
📌 Vendor Ratings & Reviews: Buyers can leave feedback, ensuring high-quality standards.
📌 Secure Payment Integration: Supports credit/debit cards, Apple Pay, Google Pay, and cash on delivery.
📌 Live Order Tracking: Users receive real-time updates on their seafood deliveries.
📌 Subscription Plans: Option for weekly/monthly seafood delivery subscriptions.
📌 Special Offers & Discounts: Exclusive deals for frequent buyers and first-time users.
📌 Eco-Friendly Packaging: Ensuring safe and sustainable seafood delivery.

Development Process:

1. Planning & Research (Weeks 1-4)

  • Conducted market research and competitor analysis to identify key user needs.
  • Defined user personas and mapped out customer journeys.
  • Created interactive wireframes to test usability before development.

2. UI/UX Design (Weeks 4-6)

  • Developed high-fidelity prototypes using Figma and Adobe XD.
  • Conducted A/B testing to refine interface design and user experience.
  • Ensured mobile-first responsiveness for both iOS and Android platforms.

3. App Development (Weeks 6-14)

Frontend Development:
  • Developed using React Native for a smooth and consistent experience on both platforms.
  • Integrated real-time search and filtering for an intuitive shopping experience.
  • Implemented user-friendly onboarding flows for easy app adoption.

Backend Development:
  • Built with Node.js and Firebase for real-time inventory updates.
  • Developed a custom vendor management system to allow sellers to update stock and prices dynamically.
  • Integrated RESTful APIs for seamless communication between frontend and backend.
Database & API Integration:
  • Used MongoDB for scalable and efficient data storage.
  • Integrated Google Maps API for delivery tracking.
  • Implemented payment gateways (Stripe & PayPal) for secure transactions.

4. Testing & Quality Assurance (Weeks 14-16)

  • Performed unit and integration testing to eliminate bugs.
  • Conducted beta testing with real users for usability improvements.
  • Optimized app performance for fast loading speeds and smooth navigation.

5. Deployment & Post-Launch Support

  • Successfully launched on Google Play Store & Apple App Store.
  • Set up server monitoring and maintenance for optimal performance.
  • Provided continuous updates and feature enhancements based on user feedback.

Achievements:

✅ Convenient Digital Seafood Marketplace – Users can now buy fresh seafood with ease.
✅ High Customer Satisfaction – Positive user feedback due to quality, freshness, and fast delivery.
✅ Expanded Vendor Network – Connected small and mid-sized seafood vendors to a broader audience.
✅ Sustainable & Eco-Friendly Approach – Reduced food waste and introduced sustainable seafood packaging solutions.

Fish Tender has transformed the way people in Saudi Arabia purchase seafood, offering a seamless, trustworthy, and modern shopping experience that continues to grow in popularity. 🐟🌊