Engage with seafood like you never had before
Seafood waste represents a critical challenge in the U.S. supermarkets, where nearly 40% of seafood intended for sale is not consumed, largely due to economic strategies and consumer preferences for fish fillets over whole fish. SeaReels aims to address this issue by transforming seafood shopping into a n interactive and educational experience, encouraging customers to embrace sustainable consumption practices.
PIVOTING HANDLE
Designed for flexibility, the handle adjusts effortlessly to accommodate both left- and right-handed users, ensuring ease of use.
INTERATIVE TOUCHSCREEN
The user-friendly touchscreen interface provides an intuitive and engaging browsing experience.
MODULAR ROD MOUNT
Securely attaches to the display, with a detachable design for hassle-free maintenance and repairs.
User Interface Flow
Seafood in the U.S.
Observations in U.S. supermarkets reveal an overwhelming preference for fish fillets on display, while other parts of the fish are often discarded or entirely absent from shelves. This selective offering reflects consumer demand but contributes significantly to seafood waste, as whole fish are underutilized, and valuable portions go unappreciated or unseen by shoppers.
Survey based on 72 responses reside in the U.S.
Contextualizing Seafood Sales in the U.S. Markets
Political
Sustainable Fishing Regulations: Magnuson-Stevens Act promotes sustainable fishing to prevent overfishing, influencing seafood variety in supermarkets
Supermarket Standards: FDA and NOAA enforce quality and safety standards for seafood, ensuring it meets strict criteria before reaching consumers
Technological
Preservation and Packaging: Modified Atmosphere Packaging (MAP) extends seafood shelf life, helping reduce spoilage
Automation in Processing: Automation increases efficiency, enabling supermarkets to stock a broader range of seafood
Economic
Price and Profitability: Fillets yield higher profit margins due to processing costs, meeting demand for convenience but impacting whole fish sales
Waste-Related Loss: Seafood waste contributes to economic losses, with seafood accounting for 6.1% of grocery waste
LEGAL
Labeling Requirements: FDA and USDA require seafood origin and species labeling, helping consumers make informed choices
Food Safety Standards: Strict FDA and NOAA guidelines prevent contamination and ensure seafood quality in supermarkets
Social
Consumer Preferences: 65% of consumers prefer fillets over whole fish, primarily for convenience
Lack of Preparation Knowledge: 58% of consumers avoid whole fish due to unfamiliarity with preparation methods
Environmental
High Seafood Waste: Nearly 40% of seafood intended for sale goes uneaten, leading to resource depletion and emissions
Sustainability of Whole Fish: Encouraging whole fish consumption could reduce waste, maximize resource
Interview
Who
Total 8 participants who have purchased seafood in the past weeks, including 3 White, 2 Black, 2 Hispanic, and 1 Asian.
Where
The interviews were conducted over Zoom or in person, depending on participants’ availability and preference
Why
Most of them had filled out the survey and agreed to participate in the interview.
Overview
My initial goal was to deepen my understanding of consumer and seller behaviors, preference, and attitudes toward seafood to identity pain points in the journey of seafood purchasing. After interviewing 3 participants, I discovered that customer’s cultural background, level of education, and how the seafood is presented at the store stood out. I then adjusted my questions to delve deeper in these areas, ultimately gather insights from 14 participants.
Key Insights
Preference of Fillets Driven by Misconception of “Freshness” and Quality”
Many participants, particularly White and Black respondents, assumed fillets were the freshest or highest-quality part of the fish, seeing whole fish as “leftovers” or lower quality. This misconception points to a lack of familiarity with the seafood supply chain and a bias toward certain cuts.
Cultural Familiarity
Hispanic and Asian participants were more comfortable with whole fish, associating it with traditional dishes, while other participants felt unprepared or intimidated by the idea of handling a whole fish. However, for day-to-day meals, they also defaulted to fillets for convenience that prevails in routine purchases.
Perceived Complexity of Whole Fish Preparation Inhibits Experimentation
Interviewees expressed feeling that cooking whole fish required more skill than they possessed, fearing they would “ruin” the meal. This anxiety reflects not only unfamiliarity but also a strong hesitation to experiment due to fear of failure, pointing to a need for accessible, confidence-boosting resources.
Growing Interest in Sustainability
Participants who had encountered sustainability messaging (e.g., labels, information boards) at specialty stores or farmers’ markets were more aware of seafood waste and sustainable practices than those who shopped at larger supermarkets.
Barrier Based on Perception Than Fact
Surprisingly, several participants assumed that buying a whole fish would be significantly more expensive than purchasing fillets, despite the opposite often being true.
How Might We
create retail and communication strategies
for U.S. supermarkets and their shoppers
so that airlines can reduce food waste and operate more sustainably
Value Opportunity Analysis
Independence
Condience
Power
Personality & Social
Enabling
Customer Journey
Design Concept
Concept I: Subscription Packaging
Concept II: Fish Display Overlay
Concept III: Restaurant Gadget
Wireframing
Final Concept
Form Refinement
CAD Modeling
Seafood waste represents a critical challenge in the U.S. supermarkets, where nearly 40% of seafood intended for sale is not consumed, largely due to economic strategies and consumer preferences for fish fillets over whole fish. SeaReels aims to address this issue by transforming seafood shopping into a n interactive and educational experience, encouraging customers to embrace sustainable consumption practices.
PIVOTING HANDLE
Designed for flexibility, the handle adjusts effortlessly to accommodate both left- and right-handed users, ensuring ease of use.
INTERATIVE TOUCHSCREEN
The user-friendly touchscreen interface provides an intuitive and engaging browsing experience.
MODULAR ROD MOUNT
Securely attaches to the display, with a detachable design for hassle-free maintenance and repairs.
User Interface Flow
Seafood in the U.S.
Observations in U.S. supermarkets reveal an overwhelming preference for fish fillets on display, while other parts of the fish are often discarded or entirely absent from shelves. This selective offering reflects consumer demand but contributes significantly to seafood waste, as whole fish are underutilized, and valuable portions go unappreciated or unseen by shoppers.
Survey based on 72 responses reside in the U.S.
Contextualizing Seafood Sales in the U.S. Markets
Political
Sustainable Fishing Regulations: Magnuson-Stevens Act promotes sustainable fishing to prevent overfishing, influencing seafood variety in supermarkets
Supermarket Standards: FDA and NOAA enforce quality and safety standards for seafood, ensuring it meets strict criteria before reaching consumers
Technological
Preservation and Packaging: Modified Atmosphere Packaging (MAP) extends seafood shelf life, helping reduce spoilage
Automation in Processing: Automation increases efficiency, enabling supermarkets to stock a broader range of seafood
Economic
Price and Profitability: Fillets yield higher profit margins due to processing costs, meeting demand for convenience but impacting whole fish sales
Waste-Related Loss: Seafood waste contributes to economic losses, with seafood accounting for 6.1% of grocery waste
LEGAL
Labeling Requirements: FDA and USDA require seafood origin and species labeling, helping consumers make informed choices
Food Safety Standards: Strict FDA and NOAA guidelines prevent contamination and ensure seafood quality in supermarkets
Social
Consumer Preferences: 65% of consumers prefer fillets over whole fish, primarily for convenience
Lack of Preparation Knowledge: 58% of consumers avoid whole fish due to unfamiliarity with preparation methods
Environmental
High Seafood Waste: Nearly 40% of seafood intended for sale goes uneaten, leading to resource depletion and emissions
Sustainability of Whole Fish: Encouraging whole fish consumption could reduce waste, maximize resource
Interview
Who
Total 8 participants who have purchased seafood in the past weeks, including 3 White, 2 Black, 2 Hispanic, and 1 Asian.
Where
The interviews were conducted over Zoom or in person, depending on participants’ availability and preference
Why
Most of them had filled out the survey and agreed to participate in the interview.
Overview
My initial goal was to deepen my understanding of consumer and seller behaviors, preference, and attitudes toward seafood to identity pain points in the journey of seafood purchasing. After interviewing 3 participants, I discovered that customer’s cultural background, level of education, and how the seafood is presented at the store stood out. I then adjusted my questions to delve deeper in these areas, ultimately gather insights from 14 participants.
Key Insights
Preference of Fillets Driven by Misconception of “Freshness” and Quality”
Many participants, particularly White and Black respondents, assumed fillets were the freshest or highest-quality part of the fish, seeing whole fish as “leftovers” or lower quality. This misconception points to a lack of familiarity with the seafood supply chain and a bias toward certain cuts.
Cultural Familiarity
Hispanic and Asian participants were more comfortable with whole fish, associating it with traditional dishes, while other participants felt unprepared or intimidated by the idea of handling a whole fish. However, for day-to-day meals, they also defaulted to fillets for convenience that prevails in routine purchases.
Perceived Complexity of Whole Fish Preparation Inhibits Experimentation
Interviewees expressed feeling that cooking whole fish required more skill than they possessed, fearing they would “ruin” the meal. This anxiety reflects not only unfamiliarity but also a strong hesitation to experiment due to fear of failure, pointing to a need for accessible, confidence-boosting resources.
Growing Interest in Sustainability
Participants who had encountered sustainability messaging (e.g., labels, information boards) at specialty stores or farmers’ markets were more aware of seafood waste and sustainable practices than those who shopped at larger supermarkets.
Barrier Based on Perception Than Fact
Surprisingly, several participants assumed that buying a whole fish would be significantly more expensive than purchasing fillets, despite the opposite often being true.
How Might We
create retail and communication strategies
for U.S. supermarkets and their shoppers
so that airlines can reduce food waste and operate more sustainably
Value Opportunity Analysis
Independence
Condience
Power
Personality & Social
Enabling
Customer Journey
Design Concept
Concept I: Subscription Packaging
Concept II: Fish Display Overlay
Concept III: Restaurant Gadget
Wireframing
Final Concept
Form Refinement
CAD Modeling
Seafood waste represents a critical challenge in the U.S. supermarkets, where nearly 40% of seafood intended for sale is not consumed, largely due to economic strategies and consumer preferences for fish fillets over whole fish. SeaReels aims to address this issue by transforming seafood shopping into a n interactive and educational experience, encouraging customers to embrace sustainable consumption practices.
PIVOTING HANDLE
Designed for flexibility, the handle adjusts effortlessly to accommodate both left- and right-handed users, ensuring ease of use.
INTERATIVE TOUCHSCREEN
The user-friendly touchscreen interface provides an intuitive and engaging browsing experience.
MODULAR ROD MOUNT
Securely attaches to the display, with a detachable design for hassle-free maintenance and repairs.
User Interface Flow
Seafood in the U.S.
Observations in U.S. supermarkets reveal an overwhelming preference for fish fillets on display, while other parts of the fish are often discarded or entirely absent from shelves. This selective offering reflects consumer demand but contributes significantly to seafood waste, as whole fish are underutilized, and valuable portions go unappreciated or unseen by shoppers.
Survey based on 72 responses reside in the U.S.
Contextualizing Seafood Sales in the U.S. Markets
Political
Sustainable Fishing Regulations: Magnuson-Stevens Act promotes sustainable fishing to prevent overfishing, influencing seafood variety in supermarkets
Supermarket Standards: FDA and NOAA enforce quality and safety standards for seafood, ensuring it meets strict criteria before reaching consumers
Technological
Preservation and Packaging: Modified Atmosphere Packaging (MAP) extends seafood shelf life, helping reduce spoilage
Automation in Processing: Automation increases efficiency, enabling supermarkets to stock a broader range of seafood
Economic
Price and Profitability: Fillets yield higher profit margins due to processing costs, meeting demand for convenience but impacting whole fish sales
Waste-Related Loss: Seafood waste contributes to economic losses, with seafood accounting for 6.1% of grocery waste
LEGAL
Labeling Requirements: FDA and USDA require seafood origin and species labeling, helping consumers make informed choices
Food Safety Standards: Strict FDA and NOAA guidelines prevent contamination and ensure seafood quality in supermarkets
Social
Consumer Preferences: 65% of consumers prefer fillets over whole fish, primarily for convenience
Lack of Preparation Knowledge: 58% of consumers avoid whole fish due to unfamiliarity with preparation methods
Environmental
High Seafood Waste: Nearly 40% of seafood intended for sale goes uneaten, leading to resource depletion and emissions
Sustainability of Whole Fish: Encouraging whole fish consumption could reduce waste, maximize resource
Interview
Who
Total 8 participants who have purchased seafood in the past weeks, including 3 White, 2 Black, 2 Hispanic, and 1 Asian.
Where
The interviews were conducted over Zoom or in person, depending on participants’ availability and preference
Why
Most of them had filled out the survey and agreed to participate in the interview.
Overview
My initial goal was to deepen my understanding of consumer and seller behaviors, preference, and attitudes toward seafood to identity pain points in the journey of seafood purchasing. After interviewing 3 participants, I discovered that customer’s cultural background, level of education, and how the seafood is presented at the store stood out. I then adjusted my questions to delve deeper in these areas, ultimately gather insights from 14 participants.
Key Insights
Preference of Fillets Driven by Misconception of “Freshness” and Quality”
Many participants, particularly White and Black respondents, assumed fillets were the freshest or highest-quality part of the fish, seeing whole fish as “leftovers” or lower quality. This misconception points to a lack of familiarity with the seafood supply chain and a bias toward certain cuts.
Cultural Familiarity
Hispanic and Asian participants were more comfortable with whole fish, associating it with traditional dishes, while other participants felt unprepared or intimidated by the idea of handling a whole fish. However, for day-to-day meals, they also defaulted to fillets for convenience that prevails in routine purchases.
Perceived Complexity of Whole Fish Preparation Inhibits Experimentation
Interviewees expressed feeling that cooking whole fish required more skill than they possessed, fearing they would “ruin” the meal. This anxiety reflects not only unfamiliarity but also a strong hesitation to experiment due to fear of failure, pointing to a need for accessible, confidence-boosting resources.
Growing Interest in Sustainability
Participants who had encountered sustainability messaging (e.g., labels, information boards) at specialty stores or farmers’ markets were more aware of seafood waste and sustainable practices than those who shopped at larger supermarkets.
Barrier Based on Perception Than Fact
Surprisingly, several participants assumed that buying a whole fish would be significantly more expensive than purchasing fillets, despite the opposite often being true.
How Might We
create retail and communication strategies
for U.S. supermarkets and their shoppers
so that airlines can reduce food waste and operate more sustainably
Customer Journey
Design Concept
Concept I: Subscription Packaging
Concept II: Fish Display Overlay
Concept III: Restaurant Gadget
Wireframing
Final Concept
Form Refinement
CAD Modeling
