Sai Tharun
Back to work

Licious · Product, interaction & motion

Fish &
Seafood 2.0

Bringing the fish counter online.
The choice, the cut, and the confidence.

Inside the project
FnS 2.0 Rohu size selection in a phone mockup
the fish counter,
a little closer.
My role
Product design
The scope
Discovery Cart
The journey
Oct Apr
Today
Live

The fish counter.
Now in your hands.

01 Choose your fish. Find your size.
02 Whole fish → cut → price.

a glimpse now. the whole story below.

The problem · What buyers told us

Buying fish online
felt expensive.

In conversations with fish buyers, we heard about the checks they trusted offline and what felt uncertain online.

Illustration of Sai listening to a fish buyer and taking notes at a counter, not an actual participant photograph.

Why it felt that way

Offline, buyers pay
for the whole fish.

  1. 01Choose the fish
  2. 02Weigh it wholeGross weight. You pay here.
  3. 03Choose your cut
  4. 04Clean & cutPreparation reduces the weight.
  5. 05Take it homeNet weight. Your portion.

Pay for the whole fish.
Take home the prepared portion.

The online disconnect

Online, the price
was read differently.

Offline · Price reference

The whole fish.

Illustration of a whole fish on a weighing scale.

Weighed before cleaning.

Online · Perceived price reference

The cleaned portion.

Original FnS 1.0 card showing before-cleaning weight 950 g, after-cleaning weight 500 g, 6–10 pieces and ₹485.

Price read against the smaller net weight.

Pain points from those conversations

Five gaps in confidence.

The FnS 1.0 journey

Could buyers make the same checks online?

We reviewed FnS 1.0 against the checks buyers relied on at the fish counter.

FnS 1.0 listing with a Freshest catch message, fish categories, starting prices per kilogram and options for each fish
Catla cut-selection screen showing a whole fish, medium size range, a prepared cut, before-cleaning 950 grams, after-cleaning 500 grams and a 485 rupee pack price

  1. Cues to judge freshness

    Freshness was stated. People needed cues to judge it for themselves.

  2. A sense of the fish’s size

    The weight range was there, but its physical size was harder to picture.

  3. Where the cut comes from

    The photo showed the prepared cut, not which part of the fish it came from.

  4. What the price covers

    Both weights were listed. People still linked the price to the smaller, cleaned portion.

The design direction

Keep the whole fish in view.

Let people browse first, then choose a size and cut without losing the reference for their price.

  1. Browse

    Find your fish

    See the range and compare.

  2. Choose

    Picture its size

    Know what you’re starting with.

  3. Prepare

    See your cut

    Connect it to the whole fish.

  4. Buy

    Understand the portion

    Connect price, gross and net.

Answer freshness and variety questions along the way, without interrupting the purchase.

Work before it worked.

We explored ways to choose sizes and cuts. We also dropped a virtual AI fish seller because it felt like a game interrupting the purchase.

Rohu exploration with a size card, Bengali Cut and Steaks tabs, and a cut-preview card over an ocean background
Rohu exploration with a size comparison row, curved vertical cut selector, whole fish and a compact cut summary
Rohu exploration with a size comparison row, vertical cut selector, separated fish steaks and a full-width weight summary
Rohu exploration with size comparison, a vertical cut selector, separated with-head fish pieces and a compact quantity and price summary

See it in motion.

Watch the full prototype or jump to a moment.

Before launch · Prototype research

Back to people.
Not just our assumptions.

Participants compared this prototype with FnS 1.0.

13 Participants60 minutesIn-person

1213

preferred the new prototype.

What made sense

  • Visible variety
  • Whole fish → selected cut
  • Sourcing and handling
  • Whole-fish price, prepared portion

Hear it from the sessions.

They liked it. They still missed things.

4

missed the swipe.

PFLP showing the Rohu fish sheet, its size options and the adjacent Basa sheet
What changed

We added a first-time swipe cue to reveal that buyers could compare fish.

3

mistook the premium for GST.

Rohu Bengali Cut without Head pricing screen with a +11% premium below ₹296 and beside the Add action
What changed

We removed the upfront percentage and explained why Licious is premium.

The complete experience

The final FnS 2.0.

Scroll through the journey

FnS category page with the variety widget
Freshness story in the category experience
Freshness, with the story behind it.
Freshwater and seawater fish listings
Rohu and Basa sheets during the comparison swipe
Whole-fish sizes compared side by side
See the size before choosing the cut.
Whole-fish-to-cut transition and cut options
Price per kilogram with gross and net weights above Add
The whole-fish price stays in view.
Selected fish quantity and the View Cart action
Cart with selected fish and explicit gross and net weights

01 · Size & cut

Choose the whole fish.
Understand the cut.

Small, medium and large fish with their weights, lengths and price per kilogram
A physical comparison.Size, weight and price, side by side.
Motion as explanation.See the whole fish become your cut, with size still in reach.

02 · Gross, net & pricing

Same fish.
Two weights.
One clear explanation.

The purchase details adapt to the fish: gross weight, net weight or pieces.

Whole Rohu before cleaning and cutting

Gross weight

Before cleaning
and cutting.

Rohu selected-cut screen showing the gross and net weight distinction and purchase details
Rohu pieces after cleaning and preparation

Net weight

After
preparation.

Make what you pay for explicit.

Gross weight for this whole-fish order.

Reconfirm it in cart.

Original cart showing Rohu and Basa with separate gross and net weights

03 · Variety, freshness & trust

Show the choice.
Reveal the care.

The range shows variety. Stories show sourcing and handling.

FnS variety widget presenting six fish options
choice, made visible.
Fresh Catch story explaining fish handling and care
care, explained.

Special cuts & premium pricing

A special cut.
A reason for the premium.

Special cuts come from a particular part of the fish and are sold by net weight.

Rohu Peti marked Special Cut, with Why Special entry, 200g net weight, 4–5 pieces, ₹225 price and net weight repeated on Add
Why Special bottom sheet explaining Peti is selected from the best portions, stating only 20% of the fish yields Peti, and describing tender pieces for fry-ups and curries
Explain the value, in context.

Refined. Locked. Ready to build.

The handoff wasn’t
the finish line.

Research shaped the final screens and structure. I worked with engineering to bring them to life.

DesignMake it clear.
EngineeringMake it work.
1,600+

assets across sizes, cuts
and animation states.

Animation performance
I integrated dotLottie for smaller files.
Image quality
I fixed rendering issues in the converted fish assets.

Post-launch

Live is a beginning.

Launched in April. Here’s what changed.

Results for new users (F0)

Add-to-cart rate
+8%
Purchase conversion
+5%
Weight-related queries
−12%

Next steps · Post-launch research

Back to users.
Keep improving.

  1. Listen closely.

    Do people discover the swipe between fish?

  2. Refine.

    Is it clear whether they’re buying by gross weight, net weight or pieces?

  3. Test again.

    Do the next changes make choosing easier?

Thanks for watching.