2016 London Design Awards

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The Good Fish Guide App [DRAFT]





Project Overview

The Good Fish Guide is produced by the Marine Conservation Society to help consumers make environmentally sound seafood choices.

The Marine Conservation Society are dedicated to conserving the marine environment. They wanted Brightec to build a ‘pocket guide’ style consumer app to help customers make informed decisions when choosing fish at a restaurant, or at the fish counter in the local supermarket.

The app - The Good Fish Guide - serves as an index of endangered species of fish in the United Kingdom. The app enables users to make ethical purchasing decisions based on the present sustainability of fish species.

Project Commissioner

Marine Conservation Society

Project Creator



The app was created by the Brightec design & development team.

Project Brief

The Marine Conservation Society wanted to create an environmentally friendly consumer app - The Good Fish Guide.

This was no mean feat. The app would need to interact with a large & complex dataset but still look like a simple, user-friendly, ethical ‘pocket guide’ consumer app

The finished app utilises a simple but clever traffic light system. This provides users with an at-a-glance guide to which fish species are at risk and should be avoided (based on present fish sustainability).

Alongside this, the app includes other features such as sustainable recipes and sustainability ratings for restaurants near the user.

The app has received praise from all quarters, including the influential Creative Review.

Most importantly, the app helps the Marine Conservation Society to ensure that consumers make the right choices, helping to save our threatened marine wildlife before it is lost forever.

Project Need

Quick interactivity with the vast database by just the click of the button needed to be at at the heart of this ‘pocket-guide’ app.

Whether the user was at the fish counter in the supermarket, or browsing the menu at a high-class restaurant, they needed the ability to quickly make informed and ethical purchase decisions.

To give consumers accurate and up-to-date information on fish sustainability involves collecting, simplifying and displaying large amounts of constantly changing data from multiple sources.

The Marine Conservation Society provided us with a series of complicated data-flow diagrams showing the various data sources and patterns the app needed to accommodate.

User Experience

The Good Fish Guide needed to be ethically sound and technologically competent, as well as offer a satisfying user experience.

We were keen to not just accurately present the data but also to ensure that the user experience was maximised. This app needed to be both highly intelligent and extremely usable.

We began by conducting research with potential users of the app. This extensive user research formed the basis of the inception workshop we undertook with the Marine Conservation Society.

Armed with the user research, conclusions from the inception workshop and their complex data-flow we created wireframes ready to design and build the app.

From the inception workshop to the final submission to the app stores, we worked closely with the Marine Conservation Society.

Project Marketing

As an app development agency, Brightec are not responsible for the marketing of apps built for our customers, unless specifically requested.

Project Privacy

Brightec take issues of privacy & security very seriously, and is committed to ensuring that its users’ information is secure and used only for its intended purposes. In order to prevent unauthorised access or disclosure, Brightec has put in place suitable physical, electronic and managerial procedures to safeguard and secure the information that it collects online.

Food & drink - essential to us all. We all engage with sites and apps with a food or drink focus be that restaurant guides, cooking sites, purchasing produce or nutritional advice.
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