01 — Problem
The Challenge
Anglers needed a single app to discover lakes, plan trips, and track catches — but existing tools were clunky, data-heavy, and designed by engineers, not fishermen.
02 — Process
My Approach
Embedded with the target user group for 2 weeks of field research. Developed a minimal information architecture that surfaced lake-specific intel fast. Designed the hero "Discover → Plan → Fish" flow from scratch.
03 — Outcome
Results
4.8-star launch rating. Featured in the App Store 'Outdoors' category within 30 days. Premier membership conversion 3× higher than projected.
Tools & Technology
FigmaLottieSwiftUIAmplitude
Next Project
TracCom
B2B Communications Platform