Fishday KSA – Fresh Seafood E-Commerce Platform

Fishday | Building a Fresh Seafood E-Commerce Platform for the Saudi Market

(Q1 2020 – Q2 2020)

Fishday was one of the earliest product projects I took on, and it became my first experience designing an e-commerce system deeply shaped by culture, freshness, and logistics. The concept was simple: bring freshly caught seafood from the local Saudi markets directly to customers’ homes, but the execution required a thoughtful digital product experience that balanced trust, speed, and clarity.

When I joined the project, Fishday existed only as a raw idea. Nothing about the digital product was defined yet not the structure, not the shopping flow, not the brand identity, not the product information model. Over the next two quarters, I built the entire web platform from the ground up, taking inspiration from luxury e-commerce principles (similar to Framandi) while tailoring the experience to the unique realities of fish sourcing, daily inventory changes, freshness assurance, and the expectations of Saudi customers.

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Designing a Platform That Customers Could Trust

Seafood is one of the most sensitive online categories. Unlike electronics or fashion, customers cannot touch, smell, or evaluate freshness through a screen. This meant the digital experience needed to work twice as hard to build trust. I crafted the platform to feel clean, fresh, and transparent relying on high-quality images, clear product descriptions, strong categorization, and confidence cues to reassure customers at every step.

Every design choice reinforced freshness: the soft color palette, the sharp product photography, the calm spacing, the prominent daily catch sections, and the clear breakdown of product types, cuts, weights, and dispatch timelines. The brand needed to feel modern, reliable, and authentic, and the UI reflected exactly that.

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Building the Full E-Commerce Website From Scratch

I structured and developed the entire Fishday platform in Webflow, focusing on speed, conversion, and a polished visual identity. The homepage was designed to immediately communicate freshness and availability, featuring the daily catch, the most in-demand seafood categories, and quick entry points into the product catalog.

The browsing experience was intentionally simple. Seafood shoppers don’t want complexity, they want to find the right item quickly and understand exactly what they’re getting. I created a clean category system (fish, shrimp, crabs, fillets, and more), detailed product pages, and a shopping flow optimized for fast decisions with minimal friction.

The entire website was built to scale. Inventory, pricing, and seasonal offerings were structured in Webflow CMS so the business could adjust the catalog daily as fresh batches were sourced. This was essential for an industry where availability changes rapidly.

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Optimizing the Platform for Conversion and Performance

A major part of the project involved engineering the site to load quickly and support the fast-paced operations of seafood delivery. Fishday customers are not patient; they want to browse quickly, compare visually, and order before items sell out. I optimized the site by compressing assets, implementing clean content structure, and minimizing layout shifts to ensure the interface felt seamless.

I also refined the checkout process to be as straightforward as possible: minimal fields, predictable steps, and clear delivery messages. This pushed more users to complete their order instead of dropping off due to friction or uncertainty.

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Creating a Product Experience Tailored to Fresh Food Delivery

Fresh food e-commerce differs from traditional online shopping, so I rebuilt the product experience around transparency and clarity. Each product page highlighted:

• Weight and cut types
• Preparation style (whole, fillet, cleaned)
• Estimated delivery timing
• Storage and handling notes
• Origin of the seafood (local, imported, farmed, wild)

Customers could understand everything they needed about their order before reaching checkout. This dramatically reduced uncertainty and increased confidence in purchasing perishable goods online.

Because freshness is everything, the site also emphasized early-morning delivery slots and same-day dispatch for most items, turning logistics into a core part of the user experience rather than a backend afterthought.

Delivering a Trustworthy Digital Seafood Brand for KSA

By the end of Q2 2020, Fishday evolved into a fully functioning, visually polished, and operationally sound e-commerce platform. It represented a new standard for seafood shopping in the Saudi digital market one where the entire value chain, from water to plate, was reflected in a transparent, elegant online experience.

Fishday became a brand that customers trusted. A place where they felt confident ordering something as delicate and quality-sensitive as fresh fish from their phones or laptops. And for me, it represented an early milestone in designing e-commerce experiences that blend branding, trust, UX clarity, and operational understanding.

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