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SeaReels

Engage with seafood like you never had before

Timeline

Jan. - May 2024

Role

Sole Industrial and UX Designer

Tools

SolidWorks, Figma, Keyshot, ProCreate

Interactive and education experience to foster behavior change towards seafood purchase and consumption.

Industrial Design

UI/UX Design

THE PROBLEM

40% of seafood in the U.S. supermarkets were not consumed.

Due to economic strategies and consumer preferences for fish fillets over whole fish, seafood waste represents a critical challenge in the U.S. supermarkets.

THE Solution

An augmented retail touchpoint that bridges knowledge gap and streamlines fulfillments.

SeaReels transforms a static seafood display into a dynamic service hub, integrating AI-powered recipe engine to provide endless, tailored recipe ideas based on the specific fish currently displayed on the shelf.

Physical + Digital Interactive Experience

SeaReels not only appears in the hands of the customers as a tactile interface but also provides a seamless communication bridge between the shopper and the service staff. By layering AI-driven culinary inspiration directly onto the physical display, the UI transforms a hesitant moment into a engaging experience.

Engineered For Physical & Digital Experience

From its pivoting handle to its AI-power recipe recommendation , every element of SeaReels is designed for engagement that ultimately changes consumers' perception towards seafood.

Tactile Engagement

Designed for flexibility, the handle adjusts effortlessly to accommodate both left- and right-handed users, ensuring ease of use.

Modular Rod Mount

Securely attaches to the display, with a detachable design for hassle-free maintenance and repairs.

AI-Power Recipe Recommendation

A single folded layer forms a stable cup holder, reducing extra material use.

Discover

Research

Design

Development

Production

Discover

Research

Design

Development

Production

PROJECT TIMELINE

This project was developed in 4 months

Initial Observation

There are great varieties of fish
But where did heads and tails go?

The 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.

Primary Research

A survey was conducted to understand consumers' behavior toward seafood.

Based on 72 respondents residing in the U.S.

Secondary research & Stakeholder Interviews

Beyond Taste: User Behavior

As I researched about food waste issue in the aviation industry in, it remains little known about the relationship between airline

food wastage and passengers’ behavior. Passengers, as the service receivers, play an important role in the cabin service sector. Their airplane food consumption behaviors ultimately and potentially influences the airplane food waste generation.

insights

The system needs to be more adaptable to how people actually eat

Food waste in air travel isn’t caused by carelessness—it’s caused by inflexibility. Airlines must discard uneaten meals for safety while over-preparing to meet unpredictable passenger needs. A system built for certainty ends up producing excess. What’s missing is adaptability—design that connects preparation with real human behavior.

Analogous Research

Learning from how we eat in motion

To understand how context shapes meal design in transit, I studied dining systems across rail, air, and space travel to build new levels of understanding and empathy that help me generate idea that can ultimately bring to my design challenges.

International Space Station

Space food shifted from cans to freeze-dried meals, solving preservation challenges in zero gravity. Today, the same method brings durable, nutrient-rich meals to Earth — valued in camping and increasingly seen as desirable cuisine

China

China’s railways merge tradition with tech: passengers order meals online and receive them at the next station. By solving dining logistics digitally, the system turns travel mealtime into a more convenient and customizable experience.

Japan

In Japan, ekiben makes train journeys incomplete without a taste of place. Tied to the One-Village-One-Product movement, each box celebrates local cuisine and sustainability — showing how dining can become an integral part of the travel experience.

Problem statement

How might we reimagine in-flight dining for passengers with diverse preferences and changing eating habits, so airlines can reduce food waste and operate more sustainably?

After uncovering how systemic inflexibility and passenger unpredictability drive food waste, the question became how design could bridge that gap.

Ideation

Journey-Based Ideation Mapping

Ideating on different stages of dining experience on airplane to expand on the possibilities of product that exist in the overall user experience. Mix and matching ideas to challenge myself to ideating beyond what’s existing on airplane.

Iteration

Narrowing down from 3 concepts to form exploration

My convergent process after concepts generation went from concept sketches and rapid prototypes, to concept validation through testing, final concept direction with form exploration, and low-fidelity wireframes.

Problem statement

Prototyping & User Testing

Early prototypes were brought and tested onboard to assess compatibility with cabin layout, focusing on size, user flow, and seamless integration into the passenger experience. This phase provided insights for necessary adjustments to optimize functionality.

Development

Rethinking how food travels

Food lies at the center of the waste problem in air travel. By exploring freeze-drying, a preservation method recently revived for its efficiency and flavor retention, I reimagined how meals can move through the system.

Muji’s popular freeze-dried range proves that shelf-stable food can still deliver flavor and convenience. The rise of brands like Patagonia Provisions reflects a broader shift

— freeze-drying is no longer just functional, but an appealing choice for modern consumers.

Add hot water inside the package

Close the package and wait 5-7 minutes

Open the package and stir thoroughly

4. Pour into serving bowl

Service design mapping

Visualizing how system works together

The blueprint maps how Sorajin comes to life across passengers, crew, and catering teams. It helped me understand how each touchpoint—digital, physical, and operation—works together.

User testing & iteration

Refining the experience through feedback

Before the final build, I tested with users to see how they interacted with both packaging and the interface. It quickly showed me what felt intuitive and what didn't.

This is Sorajin—the future of economy class dining

Sorajin integrates sustainable packaging, digital touchpoints, and a refined service system to create a smarter, more human dining experience for the future of air travel.

Production

Bringing Sorajin from concept to reality

At this stage, I focused on turning Sorajin into something ready for real production. I refined materials, adjusted the folds, and considered streamlined production

digital touchpoint

Extending the experience beyond the object

I designed the digital interface to complement the physical system and make meal selection more intuitive. It guides passengers through choices with clarity and calmness, while helping airlines better predict demand.

Next steps

Expanding the vision

Sorajin was first designed for Japan Airlines, but the goal is to adapt it for other airlines that value sustainability. Each brand could bring its own identity while sharing the same system of efficiency, care, and reduced waste.

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

Key VOs

Product Requirement

Independence

The product must empower consumers to make informed decisions about selecting and preparing seafood with minimal reliance on external guidance.

Condience

The product must reduce barriers to choosing whole fish and alternative cuts by offering clear and accessible support that enhances consumer trust and capability.

Power

The product must highlight the environmental benefits of sustainable seafood choices, enabling consumers to feel their decisions contribute positively to global sustainability.

Personality & Social

The product must celebrate diverse seafood traditions, connecting consumers from various cultural backgrounds and fostering shared appreciation for sustainability and community.

Enabling

The product must offer tools, systems, or resources that simplify decision-making and enhance accessibility, ensuring a smooth and effective user experience for all.

Customer Journey

FINAL PRODUCT OPPORTUNITY

The final product opportunity is to create an interactive and educational experience that transforms the seafood shopping process into a more engaging, approachable, and sustainable journey. By addressing the critical barriers of consumer unfamiliarity, intimidation, and lack of confidence in handling whole fish, this product should simplifies and streamlines the process of selecting and preparing seafood.

The opportunity focuses on empowering customers with real-time guidance, personalized recipe suggestions, and educational insights to reshape perceptions of whole fish and encourage sustainable consumption. Ultimately, this product should foster confidence and curiosity as well as integrate seamlessly with existing supermarket systems to make shopping a more playful and enrich experience.

Design Concept

Concept I: Subscription Packaging

A seafood subscription box designed to simplify the process of handling seafood and preparing ingredients. Customers receive a seasonal selection of fish, complete with traceable origin information, ensuring transparency and confidence in their choices. Each box includes recipes tailored for convenience, making it easy to prepare and enjoy the health benefits of fresh, sustainably sourced seafood.

Concept II: Fish Display Overlay

Fish display overlay is a device positioned above the display shelf, providing real-time information about the seafood available for sale. Alternatively, it can also involve a portable tablet-based device that allows customers to freely navigate the display shelves while accessing detailed fish insights. Both aim to alleviate customer intimidation, making the selection process more approachable and engaging.

Concept III: Restaurant Gadget

This gadget, placed in restaurants, allows customers ordering fish dishes to observe how their meal is prepared by the chef. For those inspired to try it at home, recipe cards are available to take. Alternatively, the concept could include a dish mat with a unique QR code linked to the fish dish. Scanning the code provides a live feed of the preparation and cooking process, helping customers gain insights into techniques they may be unfamiliar with.

Wireframing

Final Concept

Form Refinement

The form was refined to accommodate customer preferences, allowing the handle to be easily grasped with either the left or right hand. The handle’s placement adjusts automatically based on the direction the customer pulls or pushes the device

CAD Modeling

The handle’s pivoting mechanism was refined through a series of tests to ensure optimal functionality and structural integrity

The rod mount ensures the railings are securely installed while allowing for easy maintenance and repairs when needed

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.

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

Key Insights

Preference of Fillets Driven by Misconception of “Freshness” and Quality”

Cultural Familiarity

Perceived Complexity of Whole Fish Preparation Inhibits Experimentation

Growing Interest in Sustainability

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

FINAL PRODUCT OPPORTUNITY

Design Concept

Concept I: Subscription Packaging

Concept II: Fish Display Overlay

Concept III: Restaurant Gadget

Wireframing

Final Concept

Form Refinement

CAD Modeling

The handle’s pivoting mechanism was refined through a series of tests to ensure optimal functionality and structural integrity

The rod mount ensures the railings are securely installed while allowing for easy maintenance and repairs when needed

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.

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

Key Insights

Preference of Fillets Driven by Misconception of “Freshness” and Quality”

Cultural Familiarity

Perceived Complexity of Whole Fish Preparation Inhibits Experimentation

Growing Interest in Sustainability

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

Key VOs

Product Requirement

Independence

The product must empower consumers to make informed decisions about selecting and preparing seafood with minimal reliance on external guidance.

Condience

The product must reduce barriers to choosing whole fish and alternative cuts by offering clear and accessible support that enhances consumer trust and capability.

Power

The product must highlight the environmental benefits of sustainable seafood choices, enabling consumers to feel their decisions contribute positively to global sustainability.

Personality & Social

The product must celebrate diverse seafood traditions, connecting consumers from various cultural backgrounds and fostering shared appreciation for sustainability and community.

Enabling

The product must offer tools, systems, or resources that simplify decision-making and enhance accessibility, ensuring a smooth and effective user experience for all.