Time
How recent
is this fish?
Licious · Building trust
Freshness
You can’t touch the fish.
You should still feel sure.
don’t just tell me.
The starting point
The brief was
one word.
I was given “Freshness”, and the room to work out what that should mean for the experience.
that was the whole brief.“Freshness”
My role
I took it from there.
With no PM on the project, I independently framed the problem, developed the direction, explored the approaches and designed the UX and UI.
Understanding freshness
What does “fresh” mean?
It depends on who you ask.
“Within 24 hours
of the catch.”
“The cold chain
is maintained.”
“Always fresh.
Never frozen.”
“A refund if
it isn’t good.”
and for design?Time, temperature, process and delivery all matter.
And freshness is still a perception.
What looks fresh
feels fresh.
A customer doesn’t see the cold chain or the process. They see the fish, and form an impression.
freshness is a perception.
How do we come
to trust it?
“Heard it.”
Someone else had
a good experience.
“Saw it.”
I could check
for myself.
No smellNo touchNo visibilityNo one saidWithout those cues,
we default to doubt.
No smell, no touch, no view of the process, no one else’s experience to go by.
but… is it really fresh?The gap in the current approach
We say
“Always fresh.”≠The customer feels
“This is fresh.”
A freshness claim doesn’t automatically become
freshness in the customer’s mind.
What would help
someone feel sure?
I broke freshness down into five questions a customer might ask.
Senses
What can
I inspect?
Process
How was
it handled?
Proof
What do
others say?
Risk-free
What reduces
my worry?
From self-doubt
→“Is it fresh?”
To proof
“Here’s how you can be sure.”
The checks we make in a shop.
A place for each, online.
I gave each offline check a place in FnS: customer stories, sourcing dates, handling history and a view of the batch.
Proof
Let customers
tell their side.
In a shop, another person’s experience can reassure us. Online, a freshness promise was mostly coming from the brand itself.
Customer stories bring that outside perspective into the FnS page.
“Someone else has tried it.”
Time
Not just in stock.
Sourced today.
“When did this fish arrive?” is a natural question at the counter. The answer needs to be visible before someone opens a product.
I added “Today’s batch” to the existing FnS cards. It connects the available stock to today’s sourcing, putting a specific time cue beside the fish and its price.
a date, not another promise.
Time + process
One tap.
The fish’s whole journey.
“Sourced today” answers when. The timeline opens up what happened along the way.
From source to delivery, timestamps connect how recent with how it was handled.
where it’s been, before it gets to you.Senses
A fish from this batch.
A closer look for yourself.
At the counter, people look at the fish before deciding. A standard catalogue image cannot tell them what the current batch looks like.
A photo of a randomly selected fish shows the batch’s eyes and gills for people to inspect.
A batch sample, not the exact fish in the order. It brings the visual check online; it cannot replace touch or smell.
Give people the cues.
Let them judge.
How it comes together.
Two ways to check while shopping: hear from customers, or look closer at the fish and its journey.
From browsing to someone’s experience
FnS page Customer story
From today’s batch to a closer look
Product card Timeline Quality story / fish photo
What this project asked of me
Define the problem.
Then design the experience.
The work started before there was a feature to design. I had to turn an ambiguous word into a direction, and carry that direction through the details of the interface.
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