Poiscaille

Poiscaille is a sustainable seafood subscription service that supports local fishers. Subscriptions drive 85% of its revenue, while an e-shop serves non-subscribers.

The problem

The e-shop’s buying funnel was unclear, causing user confusion, drop-offs and declining conversion.

The solution

Starting with a workshop with the Head of Product, I ran user interviews and a survey that surfaced concerns about trust, mandatory account creation and a lack of guidance. Testing confirmed two drop-off points. I kept the delivery step, as availability depends on location, but streamlined the flow with clearer steps, a basket overview and guest checkout, then fixed the product card overlay following usability testing.

Role: Product designer
Client: Poiscaille
Deliverables: Research, user flow, prototype
Timeline: 1 month, 2024

Poiscaille's redesigned online shop on a phone leaning against a wall

Flowchart of the original buying journey, with two points where users abandon the site — 1Before: two drop-off points

Flowchart of the redesigned buying journey, with a shop overview, a basket overview and guest checkout added — 2After: steps overview, basket overview and guest checkout

Six phone screens of the new buying journey, from the online shop to the order confirmation — 3The new purchase journey

Original shop screen listing delivery and access for non-subscribers — 4Before: delivery choice with no explanation

Redesigned shop screen with two numbered steps: choose the delivery day and place, then choose products — 5After: two clear steps that explain the order

Original product card for a red tuna steak, with weight options and price — 6Before: the original product card overlay

Redesigned product card for a live blue lobster, with recipe ideas and weight options — 7After: clearer, more engaging information

Original login screen shown before the basket — 8Before: login required before the basket

Redesigned welcome screen offering login, account creation or guest checkout — 9After: guest checkout alongside login

Hand holding a phone showing the lobster product page

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