Platform
APP
My Role
DESIGN MANAGER
Industry
E-COM
Product Duration
2-3 MONTHS
As a Product Design Manager on the Licious fish and seafood vertical redesign, our core challenge was clear: convert a category that was underperforming compared to flagship meat segments. At launch, the fish category was converting at only ~28 % versus 46 % for chicken — a significant business gap given the sheer market potential of India’s online seafood sector (projected to reach ₹14,000+ Cr by 2027).
Our mission wasn’t just aesthetic — it was strategic. We aligned product metrics with business goals. We wanted to:
Increase conversion and engagement through better discovery and category trust.
Expand market share in a tangible growth opportunity.
Reduce funnel drop-offs by identifying where users struggled most in their journey.
To achieve this, we prioritized research, synthesis, and cross-functional alignment. We set measurable targets early on: improved browsing engagement, clearer search behavior, and reduced purchase hesitation due to trust and pricing confusion. We used analytics, qualitative research, and iterative prototyping to validate our hypotheses before scaling solutions. Each design change was framed as a business enabler — improving unit economics and customer lifetime value, not just interface polish.
The result was a deeper understanding of what our customers — and the business — truly needed: clarity, trust, and a smooth path from discovery to checkout.
From the lens of a UX Expert, the primary complexity lay in transforming the offline fish-buying experience — deeply rooted in sensory trust and local markets — into a digital experience that customers could trust with confidence.
Our research showed four significant pain points:
Discoverability Issues
Users struggled to find what they wanted because listings emphasized cut-level SKUs over meaningful product categories.Purchase Anxiety Around Freshness
Online fish has a “trust gap”— users couldn’t visually or contextually confirm freshness.Pricing Confusion
Variations in pricing per kilogram across sizes and cuts weren’t communicated transparently.Net-Weight Misunderstanding
Users expected full weight post-processing but weren’t shown how cleaning affected final portions.
We shifted from SKU-centric layouts to category-first structures, enabling intuitive browsing and reducing cognitive friction.
We incorporated visuals, real-time prep information, and clearly communicated weights and cleaning effects to reduce purchase anxiety and increase trust.
Standardizing price displays and explanatory cues around size/weight variations helped users feel informed versus confused.
This wasn’t just interface work — it was behavioral design, synthesizing research insights into experiences that feel trustworthy and work intuitively even for first-time online seafood buyers.
Leading the design vision for this project required balancing craft, coherence, and measurable impact. The product needed to be visually compelling, culturally contextual, and operationally scalable.
Several strategic priorities guided our creative leadership:
Several strategic priorities guided our creative leadership:
Align Vision with Business & Customer Needs
We anchored the design strategy in measurable outcomes — improved conversion, higher engagement, and reduced abandonment. This required collaboration with analytics, product, operations, and catalog teams to ensure design decisions were grounded in real data.
Create Consistency Across Touchpoints
The seafood category is part of the broader Licious ecosystem — mobile app, web, internal tools. Our design system ensured consistency while allowing flexibility for category-specific nuances. This meant reusable components that worked across platforms without compromising clarity.
Champion Accessibility & Inclusiveness
Recognizing diversity in India’s seafood preferences, we designed experiences that accommodated different languages, regional fish types, and cultural patterns of purchase.
Iterate Fast, Validate Faster
We embraced an iterative approach — low-fidelity concepts for rapid internal feedback, followed by high-fidelity prototypes for usability testing. Validating with real users early prevented costly late-stage redesigns.
Integrate User Feedback Into Roadmaps
Design wasn’t a silo. We continuously partnered with product managers to evolve priorities based on customer evidence and business impact, ensuring that design insights directly influenced future development cycles.
