ProPesq

How can fishermen easily collect data about their daily catch using a mobile app?

We designed an easy-to-use mobile app that made the collection of fishing data much more accurate and effective.

Product: Mobile App
Client: GeoSapiens / Petrobras
Year: 2021
My role: UX Research, Wireframing, Information Architecture

What is ProPesq?

ProPesq is an app made by GeoSapiens to meet Petrobras' demand for more comprehensive statistical data on artisanal fishing along the Brazilian coast.

Problem

Monitoring artisanal fishing relies on in-person visits by monitors to fishing spots and individual interviews with fishermen. For that reason, their collection reach is limited, as there are areas that monitors find difficult to access.

Objective

Create a tool that allows the fishermen to directly input data themselves to optimize monitoring, data collection and research, driving innovation and the prevention of environmental impacts.

First steps

We conducted a kick-off workshop with the clients to gather the information they already had and to better understand their expectations for the project.

We used some tools from the Lean Inception method and conducted a brief brainstorming session to determine the must-have features for the MVP, according to the clients.

Additionally, we analyzed the interface of the app used by monitors to input data, to gain insight into the type of information that would be important for fishermen to fill out on the app.

These first steps were important for us to analyze all the information available to start our research hypothesis.

CSD Matrix

Based on the first information gathered, I constructed a CSD Matrix to identify gaps in our knowledge, so we could be more assertive in our user research.

Proto-persona

We also used the information provided by the client to make the proto-personas, which led us to map the main characteristics of the users, including their behaviors and needs.

That was important for us to recruit the right people for interviewing.

Conducting the research

The research aimed to understand basic aspects of artisanal fishermen, including their age, education level, daily routines, etc. But most importantly, we needed to find out how familiar they were with technology and what would make them use the app voluntarily.
We chose to conduct user interviews and a survey. I developed the user interview script and the interviews were conducted in person by one of our team members, with some conducted via WhatsApp by me and other team members.
The survey questions were developed by adapting the user interview script for a quantitative approach. We used the survey platform that the monitors already used to collect data, and the monitors distributed the survey to users.

Results of the research

After conducting user research, we compiled the results and identified some key findings about artisanal fishermen:

Low familiarity with technology

They use the cellphone only for basic stuff and have little familiarity with technology

Financial difficulties

They often have financial problems and don’t know exactly how much they earn at the end of the month

Importance of the data

They don’t know exactly the importance of the data the monitors gets from them

Prioritizing features

From the findings, we brainstormed solutions with stakeholders using "Point of View" statements combined with "How might we?" questions.

We prioritized including features in the app that directly benefit fishermen, such as fishing reports and catch income tracking.

Navigation flow

With the main features prioritized, we created the navigation flows summarizing the main tasks, content and features each section would need.

This exercise was important for us to define and establish a starting point for wireframing.

Wireframes

We constructed the wireframes aiming for a design that would be easier for the fishers to use, so I projected bigger buttons and used bigger icons and other micro-interactions to make the information filling more ludic and understandable.

Details

Micro interactions

I designed it to make the information filling more ludic and understandable.

Visual association

Visual association with the type of information being filled in to make it clearer (in this case, I've put a background simulating the ocean, for the distance and depth information filling).

Bigger buttons

Bigger buttons and icons helping the user to identify the information being filled in.

Visual design

The visual design was created by another team member and an illustrator was contracted to develop the illustrations and icons for the app, due to the specific style required.

Usability testing

Mid-fidelity wireframes were used to conduct in-person usability tests with the fishermen. The tests focused on evaluating the acceptance, ease of use and understanding of the fishing registration formulary flow.

The results revealed the need for effective onboarding, training and monitor’s support to address users' initial hesitation with the new product. Despite this, fishermen were generally comfortable using the app and only minor changes were needed to the prototype.

Conclusions

The final solution was satisfactory and met the project requirements, having a significant impact on the quality of data that will be collected on artisanal fishing;
The first version is a Minimum Lovable Product (MLP) with just some of the functionalities, focusing on good usability. The idea is to test it with a group of early adopters to evaluate the engagement of use, measuring the adhesion through the daily sending of fishing data;
This project was very important to me as a designer because it involved a completely different context than I was used to working in. It was challenging to deal with such a specific type of user and conducting in-person research during the pandemic;
I left the company when the solution was being handed off to the GeoSapiens team, so I don't have information about the current development phase of the project.