CARRIE JINYUE WANG






User Research

Anglers are getting more and younger


01. Fishing Community OverviewThe 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.