Rodrigo Cano
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Fishfine — Turning fishermen into sustainable tour guides

Turning fishermen into sustainable tour guides

Fishfine is a tourism platform that turns extractive fishermen from the Guatemalan coast into sustainable tour guides, and connects them with adventurers looking for fishing trips.

  • Social impact
  • Field research
  • Mobile
Fishfine — Turning fishermen into sustainable tour guides
Client
Fishfine
Role
Founder & design partner
Timeline
2019 — 2020
Platforms
Mobile apps

What I did

  1. 01Founder and design partner in the system design.
  2. 02Field research on the needs and capabilities of fishermen on Guatemala’s coast.
  3. 03Designed both apps: the tour-guide partner app and the adventurer app.
  4. 04Hult Prize regional finalist — top 6 of 120+ participants.
(01)

Field research

Fishermen communities in El Paredón, Guatemala
Fishermen communities in El Paredón, Guatemala
Learning from our fisherman tour guide, Sergio
Learning from our fisherman tour guide, Sergio
Releasing fish to protect the ecosystem
Releasing fish to protect the ecosystem
(02)

Product design

User story mapping and an initial value proposition, then the core flow that matches captains with adventurers.

Whiteboard user story map
User story mapping and initial value proposition

User flow

  1. 01Captain
  2. 02Create account
  3. 03Validate account
  4. 04Post ship
  5. 05Validate ship
  6. 06Post experience
  7. 07See response
  8. 08Connect with adventurer
  9. 09Accept experience
  10. 10Discuss meeting place
  11. 11Match
  12. 12Experience
  13. 13Review adventurer
  14. 14Improve experience
(03)

UX design

Onboarding, sign-up, profile and payment set-up, choosing a charity for revenue sharing, location search and booking.

Fishfine app screens
Want the longer version? I’m happy to walk you through it.Contact

Say hola — rodjcano@gmail.com

Have a project, a question or just want to talk design? Write me.

Email
rodjcano@gmail.com
LinkedIn
linkedin.com/in/rodjcano