✳Project snapshot
A commerce redesign shaped by technical complexity and customer confidence.
Product DesignerProduct Builder
DiscoveryUX ResearchUsability TestsUX StrategyUI Design
WordPressWooCommerceElementor ProFigma
Marine electronics + professional installation
Fishntech wasn’t simply selling products.
Customers were buying fish finders, trolling motors, batteries, wiring systems, mounts, and installation services that often needed to work together.
Choosing the wrong combination could result in compatibility issues, poor power distribution, incorrect wiring, or expensive rework. The existing website placed much of the burden of understanding those decisions on the customer.
“How can the website help customers make the right decision instead of simply giving them more products to browse?”
More products.
More possibilities.
Fish finders
Trolling motors
Batteries
Wiring
The website needed to behave like an expert guide.
I interviewed four Fishntech stakeholders to understand the business, customer questions, purchasing behaviour, and seasonal demand.
One insight stood out: roughly 95% of customers required some level of guidance. Fishntech served everyone from beginners to experienced anglers, but marine electronics remained complicated even for knowledgeable customers.
People regularly needed help choosing compatible equipment, planning upgrades, fixing previous installations, or deciding what could be purchased now versus added later.
Instead of a traditional online catalogue, I treated the website as a guided entry point into Fishntech’s expertise.
Customers need guidance.
Products work as systems.
Installation builds trust.
Start with what the customer is trying to do.
I reorganized the experience around the main decisions customers needed to make, rather than asking them to understand the catalogue first.
Shop equipment
Browse major product categories such as fish finders, trolling motors, batteries, power systems, mounts, and wiring.
Get professional installation
Make Fishntech’s rigging expertise a primary service rather than something hidden behind the store.
Learn before buying
Use guides, recommendations, showcases, and educational content to reduce uncertainty before asking customers to commit.
The new structure also introduced stronger conversion points throughout the experience instead of relying on customers to navigate through the catalogue independently.
Rig your boat
with confidence.
Fish finders
Trolling motors
Batteries
Wiring
The advantage was knowing how the system fits together.
Fishntech’s competitive advantage wasn’t only access to marine electronics brands. It was knowing how the electronics, power systems, wiring, mounting, and boat setup needed to work together.
Product pages were restructured with clearer hierarchy and calls to action, while the wider information architecture connected products, installation, educational content, and support.
Three ways forward
I know what I need
Shop equipment
I need help choosing
Learn or get advice
I want it done properly
Book an installation
What do you need next?
Shop Equipment
Categories → purchase
Research & Learn
Guides → recommendation
Book Installation
Consultation → install
A clearer homepage became a wider system.
The homepage redesign became the foundation for a wider Fishntech website rebuild within the existing WordPress and WooCommerce ecosystem.
Alongside the visual redesign, the work expanded into the site’s information architecture, product structure, conversion pathways, product-page hierarchy, responsive experience, and SEO foundations.
The result was not just a new homepage, but a clearer system Fishntech could continue expanding across its product catalogue, content, services, and campaigns.
Rig it
right.
Fish finders
Trolling motors
Better UX meant helping customers understand what to do next.
The redesign gave Fishntech a clearer way to communicate what makes the business valuable: the combination of products, technical knowledge, and professional installation.
It replaced a primarily catalogue-driven experience with one designed around customer intent and created a scalable foundation for e-commerce, content, SEO, and future campaigns.
Because reliable post-launch conversion data was not available, I did not attribute unsupported performance improvements to the redesign. The strongest evidence of execution was taking the project from research and UX strategy through high-fidelity design and full implementation in WordPress and Elementor.
“When customers are buying something complex, better UX is not about showing them more options. It is about helping them understand what to do next.”
Designed, built, and ready for its next chapter.
The redesign was fully implemented in WordPress and Elementor, but did not go live following an internal ownership and leadership change that moved the website to a new team.
Research + strategy
High-fidelity design
Built, not launched