SegaraLoka UI/UX: An E-Commerce App for Fish Farmers 🐟

This project was created by me and my teammates for our Design Thinking course in the second semester.
We called it SegaraLoka, an e-commerce application designed to help fish farmers connect directly with buyers.

Why fish?

During our initial research, we discovered that fish farmers rarely have a dedicated place in digital marketplaces. Most platforms are too general and don’t really meet their needs. That insight pushed us to design something more specific and relevant.

Challenges we faced

At first, we assumed it would be simple: make wireframes, add some colors, and finish. But as the work progressed, things became more complex. Building a proper component system was one of the hardest parts. Even input fields, which look so basic, became complicated once we considered states like active, filled, or error, along with icons, font sizes, and spacing. Preparing dummy content was another challenge, though working as a team made it manageable.

The user flow also tested us. After finishing a page, we often asked: “Is this feature really useful? Will fish farmers actually use it?” That question kept coming back, forcing us to rethink several parts of the design. On top of that, we were concerned about accessibility, especially since many fish farmers are older and less familiar with digital tools. To address this, we focused on making the interface simple, with clear navigation, readable text, and strong contrasts.

The process

We began with rough sketches on paper, then developed wireframes, and finally completed the full UI in Figma. The main features we included are product listings, a partner menu for uploading and editing products, a simple checkout process, user accounts, a chat page, and an education page for beginner farmers.

What we learned

Through this project, we realized that the hardest part wasn’t just making things visually appealing. The real challenge was creating a logical user flow, building a reusable component system, and ensuring that the app would be understandable for people from different backgrounds.

Final thoughts

The prototype is now finished. It’s not perfect, but it gives us a solid foundation to continue developing. More importantly, we turned all the doubts and difficulties we had in the beginning into something tangible and meaningful.

👉 Check out the design here

Thanks for reading.