Fish tale

Service / Speculative Design

Fish tale is a brand that provides a service to produce and deliver cell-cultured fish to consumers in a transparent, safe, and sustainable way. This is a self-prompted project inspired by the documentary "Seaspiracy", with the mission to address future food crisis and seafood safety problems.



UX research


UI design



Decreasing fish stock caused by overfishing plus increasing demand for seafood intake aggravates future food depletion. There is an urgent need for radical changes. Consumers want to make more sustainable purchases, but they don't know enough information about the products they can choose from. Complex fishing supply chain often leads to obscure processes and food safety concerns.

How might we offer a service that allows users to be directly informed and make safer, more sustainable decisions on fish products using new technology?


Create a brand that provides cell-cultured fish to consumers through its online platform, and allow consumers to learn about,  personalize, and track their seafood products in a more sustainable, transparent and easier way.

1. Learn why and how lab grown fish is the solution

Consumers learn about the background problem of overfishing and how Fish tale's cell-grown seafood is a solution to satisfy growing seafood consumption while alleviating the impact of overfishing

flow 1.png

2. Users follow an easy and interactive process to learn how their fish products get made

Consumers can learn about fish source, sustainable label, storage time of desired fish types. In the process of placing an order, consumers learn about the process of making lab-grown fish from cells to final product in a clear and fun way. They are able to customize shape and recipe of fish based on personal preferences.

Screen Shot 2021-12-16 at 3.55.35 AM.png

3. Real-time order tracking

Screen Shot 2021-12-16 at 4.04.04 AM.png


Overfishing leads to food crisis

Screen Shot 2021-12-16 at 4.12.07 AM.png

Today, fish is the only important food source that is still primarily gathered from the wild rather than farmed. Decreasing fish stock plus increasing demand for seafood intake aggravates future food depletion.

Complex seafood supply chain raise safety and transparency concerns

Uncertainty experienced along the fish supply chain cause food safety concerns. Consumers don’t know enough information about the products they can choose from.

Screen Shot 2021-12-16 at 4.13.03 AM.png


  • Radical changes needed to feed growing population 

  • Fishing sources are too far from the consumers, lead to concerns of safety issues.  

  • Consumers are desired to find out more information of seafood they purchase

Design idea

Safe, monitored environment + More sustainable + Controlled quantity  = Lab grown meat 

Screen Shot 2021-12-16 at 4.22.08 AM.png
Screen Shot 2021-12-16 at 4.26.33 AM.png

New system design

Screen Shot 2021-12-16 at 4.28.38 AM.png

Design challenges

  • Users feel skeptical about the concept of cultured fish

  • The production process isn’t transparent to consumers 

Design goals

  • Reduce emotional burden associated with in-vitro product

  • Allow users to participate in the fish production experience 

  • Boost credibility of product 

Workflow: front end

Screen Shot 2021-12-16 at 4.38.20 AM.png

Back end (technology)

Design process

Screen Shot 2021-12-16 at 4.40.46 AM.png
Screen Shot 2021-12-16 at 4.41.41 AM.png
Screen Shot 2021-12-16 at 4.41.48 AM.png

Testing feedbacks

1. The scroll on homepage problem scope is a little bit long, and there’s a lot of information to absorb on one page. Could be shortened.
2. The feature dots under “see our product” aren’t obvious, don’t know where to click.
3. Enjoy the interactive element in mobile ordering process, but can I go back to previous stages?

UI design system

Screen Shot 2021-12-16 at 4.43.47 AM.png
Screen Shot 2021-12-16 at 4.43.47 AM.png
Screen Shot 2021-12-16 at 4.54.04 AM.png
Screen Shot 2021-12-16 at 4.46.18 AM.png
Screen Shot 2021-12-16 at 4.54.04 AM.png


  • Users feel more educated about what they are eating and how food is being produced. 

  • For future development, I want to continue exploring the possibilities of technology and new media by incorporating multi-senses to make eating experience more delightful, safer and sustainable.