Shangyu Tech

Digital Transformation of the Fishing Industry

Duration
Jun 2024 - Jan 2025

My Role
Shangyu is my solo entrepreneurship mobile application for a fishing guide AI company. I have partnered with (1) product manager, (1) data scientist and (4) developers to finish the project from 0 to 1.
During the process, I’m the main Creative Director, Product Designer, User Experience Researcher, and Accessibility Tester.

Market Research
Business Model
User Research
Information Architecture
Wireframes
High Fidelity Prototype
Usability Testing

Highlight

HMW Question
How might we design for
the digital transformation of the fishing Industry?

Shangyu leverages AI to make every step of fishing smooth and effortless. By integrating fish detection, learning, social, and shopping features into one platform, we provide full-cycle support that helps everyone enjoy fishing. It will always be an intelligent companion that truly understands every angler.

Initial Challenge

The challenge is how to design a digital ecosystem that bridges technology and community—offering diverse anglers personalized guidance, social connection, and a sense of belonging.

The Reliance of Fishing Community
Although the younger generation relies on high-tech tools and digital platforms, fishing remains a deeply social and cultural activity, where connection and shared experience matter as much as skill.

Information Delimma
There are so many different factors that might impact cause the failure of bait, the new anglers need to learn lots of information to master fishing

Discovery.

Project Background

The Need of the Current Fishing Community

(01)

Fishing Population is Growing

By 2024, China’s recreational fishing population has reached 162 million, an increase of over 10 million from 2023’s 147 million, maintaining a steady annual growth rate of around 5%. As fishing culture continues to grow, the number of anglers is expected to keep rising, creating new market opportunities.

--- 2022 China Fisheries Sports Industry Development Report

(02)

Anglers Are Getting Younger

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.

--- 2022 China Fisheries Sports Industry Development Report

(03)

The Fishing Market is Rapidly Expanding

Valued at around USD 567 billion in 2024, the global fishing market is projected to reach nearly USD 770 billion by 2029. Recreational and sports fishing gear continues steady growth, fueled by outdoor leisure and online retail trends.

(04)

Digitalization is Reshaping the Fishing Experience

Smart devices, AI assistants, and mobile platforms are transforming how anglers connect, learn, and fish. This wave of innovation makes fishing more accessible, personalized, and community-driven—blending technology with tradition for a new era of angling.

Market Research

Understand What the Others Do in the Market

Competitive Analysis

I evaluate our potential market competitors using two key metrics:

Dynamic: A modern, youthful feel that targets younger audience
Streamlined: Simplicity, efficiency, and minimalism
General: Include multiple service areas
Specialized: Focus on a specific service area

Take a look at the detailed report

Market Research Insight

Possible oppotunities in personalization and tech innovation

User Research

Anglers are getting more and younger

01. Fishing Community Overview

The primary consumer base being individuals aged 18 to 35, who make up nearly half of the 140 million fishing enthusiasts in China.

These younger audiences are not only passionate about fishing but also enjoy sharing their experiences on social media.
They showcase their fishing gear, outfits, and even create trends like “fishing-inspired fashion”. 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.

02. Method - Questionnaire
Seeking for a comprehensive tool or community
There are 24 participants involved in this questionnaire. 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.

03. Method - Empathy Map

Persona Definition

The target audience includes users aged 18–35, ranging from beginners to experienced anglers.

The Beginner

01.

Needs support for fishing knowledge including techniques and gears to support his trip with a group of friends.

The Intermediate

02.

Needs practical and personalized suggestions for specific targets and to enhance fishing techniques.

The Advanced

03.

Needs to explore more exciting and unique fishing experiences and find sponsors for such activities.

Research Conclusion

Planning.

Information Architecture

Establish Information Architecture

As an AI-powered app designed to create a comprehensive and frictionless platform for all fishing enthusiasts, a clear information architecture could streamline user interactions. Automating complex processes and providing intelligent recommendations enables users to access reliable and accurate information with minimal effort.

View Detail

The interactive map helps users find and track fishing spots with real-time weather and water data. Users and pond owners can upload locations with details and reviews, while features like GPS navigation, ratings, and in-app booking make exploring new fishing areas simple and convenient.

We provide guides on fish behavior, the best fishing times, and optimal bait usage. These include short GIF tutorials demonstrating various fishing techniques, enhancing the experience for both beginners and experts alike.

Social media allows users to post photos of their catches, join regional rankings, connect with others through trip invites, group chats, and shared outings.

The online marketplace offers a curated selection and helps users make the best purchasing decision on fishing necessities based on anglers' budgets and their target fish species or other preferences.

With the help of AI, the system analyzes fishing spot data to predict fish species and recommends fishing strategies based on real-time weather conditions, such as bait selection and the best fishing times.

Design.

Design System

Balancing modern and vibrant expression with functional usability with scalability

We need to translate Shangyu’s modern, vibrant, minimalist, youthful brand identity into a functional design system — one that captured the energy of fishing and confidence of the new visual direction while maintaining accessibility, expertise, comprehension, and reliability, belonging and encouragement.

60+Resuable Components

Improved design-dev collaborationby aligning Figma Tokens Studio variables with code-level tokens in Github.

Process

A fishing trip designed to feel intuitive and motivating—guiding users to prepare the process with clarity and confidence.

The experience helped users:

Be clear about their personal goal for fishing
Establish a stable connection with the fishing community
Find the appropriate fishing spots according to personal preference
Prepare for the fishing trip

Final Design

10+ Key Features that match the anglers’ needs