July 2024 - Ongoing
Figma
Photoshop
Illustrator
After Effect
Qiling Zhang CEO
Liyang Xue CFO
Juntao Zhang COO
CTO
Creative Director
Product Designer (Mobile)
User Experience Researcher
Prototyper
Accessibility Tester
Shangyu aims to create a multifunctional platform that integrates fish detection, social networking, education, shopping, and more. By leveraging advanced technology and thoughtful services, we provide users with a richer fishing experience.
HWM question
How might we promote the digital transformation of the fishing industry?
How might we promote the digital transformation of the fishing industry?
Shangyu positions itself as a trusted authority in the fishing industry, offering precise support through expert recommendations, AI insights, and guidance to help users improve their fishing success.
As China’s leading fishing technology brand, Shangyu is dedicated to delivering localized tech solutions for the recreational fishing community, catering to anglers of all skill levels. By integrating AI technology with educational and interactive features, the platform creates an easy-to-use and engaging fishing experience, becoming a knowledgeable companion for every fishing trip.
\
Market Sizing
By 2022, the number of recreational fishermen in China is expected to reach 140 million, with a stable annual growth rate of 5%. It is projected that by 2028, the number will reach approximately 187.6 million. This trend reflects the growing enthusiasm for recreational fishing nationwide and the expanding opportunities in related industries.
--- China Fisheries Sports Industry Development Report 2022
China's Fishing Market
In 2022, China's fishing market size exceeded 20 billion RMB, with an expected annual growth rate of 10%. By 2027, it is projected to reach approximately 35.4 billion RMB, according to the.
--- China Fisheries Sports Industry Development Report 2022
I evaluate our potential market competitors using two key metrics:
Dynamic: A modern, youthful feel that target younger audience
Streamlined: Simplicity, efficiency, and minimalism
General: Include multiple service areas
Specialized: Focus on specific service area
Streamlined: Simplicity, efficiency, and minimalism
General: Include multiple service areas
Specialized: Focus on specific service area
Context
They showcase their fishing gear, outfits, and even create trends like “fishing-inspired fashion,” which has popularized items such as bucket hats and fishing vests. As fishing evolves from a static, older demographic activity into a youthful and dynamic lifestyle pursuit, the app must cater to both the seasoned 18-35 age group and the growing number of younger, style-conscious, and tech-savvy anglers.
Questionnaire
A questionnaire was designed for fishing lover aged from 18 to 35 with different experience levels, with the aim of identifying the pain points faced by them when they want to do fishing related activities. A total of 24 participants complete the surveys and we are able to interview 3 of them.
.
Empathy Map
Anglers are seeking for a comprehensive tool or community prioritizing relaxation, social connection, and practical learning, seeking a minimalist app to enhance their fishing experiences through education, planning, and tracking.
With the interview of four selected candidate, I’m able to create the empathy map based on what they say, think, do and feel.
User Persona
the beginner anglers
need support for fishing knowlegde including techinques and gears to support his trip with a groups of freinds
the intermediate anglers
need practical and personalized suggestions for specific targets and enhance the fishing techique
the advanced anglers
need exploring more and more exicting and unique fishing experience and sponsor for such activites
As Shangyu is an AI-powered app designed to create a comprehensive platform for all fishing enthusiasts, its advanced AI features streamline user interactions, making the app intuitive and user-friendly. By automating complex processes and providing intelligent recommendations, it enables users to access reliable and accurate information with minimal effort.
Core Feature
Infomation Architecture
After setting up the core features of the solution, I built an information architecture to help me design the key features and specific interfaces for Shangyu.
uu
Building on the core affordances and our target audience's needs, I structured Shang Yu’s design system around its foundational values of accessibility, expertise, comprehension, and reliability, belonging and encouragement. These principles inform every aspect of the app’s design and user experience.
Color: A color palette inspired by the tones of lakes and rivers creates a tranquil and harmonious visual experience. With the highlighted neon green, it introduces a vibrant and modern twist that resonates with a younger user group.
Typography: With its smooth curves and consistent proportions. the Alibaba PuHui typeface embodies modern simplicity and accessibility, reflecting Shang Yu’s core value of efficiency by ensuring clarity and readability across all interfaces.
Overall Style: modern, vibrant, minimalist, youthful.
On-boarding
Keep contact with friends
Post a catch
Find a right spot to fish
Shoping Online
The fishing map allows users to explore nearby waters and identify the types of fish that may be found at each location. Users can view the catches of others in the same area and gain detailed insights into the catches. By clicking on a specific fish, users can also see recommended bait to enhance their fishing experience.
Shang Yu's AI features are dedicated to providing comprehensive weather information and fishing behavior analysis to help fishing enthusiasts optimize their angling experience. These features include real-time weather updates, fishing behavior recommendations, and seasonal fishing guides, ensuring users can plan their trips based on the latest environmental data to achieve the best fishing results under various seasonal and weather conditions.
Fish Encyclopedia
The fish encyclopedia provides anglers with essential information about various fish species, including size, habitat, average weight, conservation status, and recommended bait. This helps users plan successful fishing trips while promoting sustainable practices.
Points/Coins
The points/coins system allows anglers to earn points by daily app logins, uploading new fishing spots, sharing photos, and inviting others to join the app. These points can be exchanged for coins, which can be used as currency in the store to enjoy purchase discounts.
Marketplace
Our marketplace is equipped with AI-powered recommendation features, allowing users to simply input their needs for the system to accurately match relevant gear. This eliminates the hassle of repeatedly searching across other platforms or search engines. Additionally, the system intelligently recommends suitable equipment based on users' fishing habits and preferences, enabling more personalized and precise product suggestions.
Our marketplace is equipped with AI-powered recommendation features, allowing users to simply input their needs for the system to accurately match relevant gear. This eliminates the hassle of repeatedly searching across other platforms or search engines. Additionally, the system intelligently recommends suitable equipment based on users' fishing habits and preferences, enabling more personalized and precise product suggestions.
dm for colloboration or user testing