Total Fishing Tackle is an e-commerce website design project for a specialist fishing-tackle retailer. The work focuses on creating a clear, product-led digital experience that helps customers explore equipment, find relevant categories, and shop with confidence.

Fishing-tackle stores carry a broad range of products, brands, and categories. The challenge was to make that range easier to navigate while keeping the experience visually engaging and practical for customers who know what they need as well as those still exploring their options.

UX and UI design for a fishing-tackle e-commerce website

Clear product discovery and category navigation

Product-led layouts that make key information easy to scan

Streamlined shopping cart and checkout experience

Strong visual hierarchy shaped around the retailer’s established identity

The final design brings structure to a wide product catalogue through clear navigation, focused product presentation, and an approachable e-commerce flow. Customers can move naturally from category discovery to product selection and purchase, while the design keeps the retailer’s specialist focus front and centre.