Agency:
Ymir Labs
Role:
Lead Interaction and Visual Designer, UX Copywriting
Duration:
Sep 2021 - Feb 2022
Worked with Fishbuddy, a recreational app designed to improve the fishing experience across all skill levels. It provides accurate fishing spot recommendations based on expert insights, machine learning, and satellite data. The app also includes features like fish recognition, augmented reality measurement, and weather tracking.
+23%
MAU
+17% REV
-25%
DR
Background
Founded by Norwegian angler Asgeir Alvestad, Fiskher combines deep fishing expertise with cutting-edge technologies such as machine learning and satellite data to help users locate fish more effectively. Following its successful 2020 launch in Norway as "Fiskher," which attracted over 100,000 downloads within months, plans were made to expand into North America under the name “Fishbuddy”. In Q3 2021, the agency I worked for was brought on to lead the app’s marketing and design for the North American market.
Competitor analysis
We identified the top 5 performing fishing applications in the US according to the number of downloads on the Play Store and analysed their functionality. We then created a feature comparison table that could further assist us in determining the market positioning and feature list for Fishbuddy.
Barriers to fishing
The RBFF ie. Recreational Boating & Fishing Foundation (www.takemefishing.org), is a U.S. national nonprofit that has promoted recreational boating and fishing for over 20 years. In September 2019, it published a study titled “Determining Actionable Strategies for Angler Recruitment, Retention, and Reactivation (R3)” summarizing some of the barriers people face when it comes to fishing.
Brand positioning and features
Drawing on the market research and competitor study, we defined the key features to be incorporated into the app’s design.
Information architecture
Based on the feature list, I developed a foundational information architecture diagram to guide the wireframes and initiate the prototype for usability testing.
Designing the prototype
Next, I began work on creating mid-fidelity wireframes which we could use for usability testing. I was encouraged to not be restrained by technical feasibility for this phase, and instead think boldly and creatively about the user experience.
Usability Testing
After creating the wireframes, my project lead and I ran usability tests to see how easily users could navigate the app. This helped identify pain points, improve the design, narrow the feature list and make the experience smoother and more enjoyable for anglers of all levels.
Step 1 : Creating the script
We created a usability test script to ensure consistency, making it easier to identify issues and gather feedback. Testers followed key tasks with predefined questions and metrics to assess functionality and user experience.
Step 2 : Gathering the participants
To get comprehensive feedback from anglers of all levels, we circulated a screener with 3 different personas each corresponding with a different fishing skill level - beginner, intermediate and advanced. Listed below are the final participants of the testing process.
Step 3 : Affinity mapping the data
I reviewed usability test recordings, documenting participant feedback on sticky notes by app section. I categorized them with red (major issues), amber (needs improvement), or green (met expectations) dots. Finally, I prioritized the issues by section and severity.
Step 4 : Feature prioritization
Based on the inferences drawn from the affinity map ie. the change priority based on the level of acceptance by the users, I developed a feature impact vs effort table. This analysis informed the feature prioritization list, serving as a strategic guide for the next wireframe iteration.
Final screens
Following the first round of usability testing, we refined the wireframes based on the feature prioritization list and conducted another round of testing for further improvements. With the validated wireframes in place, we then proceeded to develop the visual design for the MVP.
Impact and learnings
Impact
Uptick in Monthly Active Users (MAU) – The introduction of leaderboards and a gamified experience led to a 23% increase in monthly active users, driving long-term engagement.
Revenue Growth from Increased Engagement – With a more user-friendly experience, conversion rates improved, resulting in a 17% increase in premium feature adoption.
Reduced Onboarding Time – A redesigned onboarding flow made it easier for users to get started, leading to a 25% reduction in onboarding time and fewer drop-offs.
Learnings
This project reinforced the importance of usability testing in uncovering unexpected pain points. Observing real users interact with the design provided valuable insights—both in moments of delight when the experience resonated with them and in areas where friction needed to be addressed.