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Building on success


Angling Direct


Finalist - Best App of the Year 2023

What we delivered


- iOS and Android App

A mobile app to match Angling Directs established online presence.

The Challenge

Porting the web experience to app

Europe’s largest online fishing retail supplier, Angling Direct PLC is, set us the BIG challenge to create and deliver an eCommerce mobile app for iOS and Android that would match their already considerable and established online web presence.

We understood from the outset that our biggest challenge would be to display many thousands of products without slowing the user experience.

The Approach

Pooling our resources

We worked closely with Angling Direct’s in-house web developers, adopting their existing brand guidelines to build a complementary mobile app in parallel with their highly successful website. That began with understanding online customer purchasing habits and applying them to our innovative mobile app environment.

1000’s of products. Sorted.

With thousands of products available, we built complex search and filtering systems to sort products by type, by brand, by price and even bestseller score!

Helping users find products easily

We listened to customers and developed a ‘Quick Access’ Screen which allows instant access to the products they need.

Building the user experience

We developed Home Cards to enable Angling Direct to keep their product continually up-to-date: a fully-customisable home screen experience to promote products ranges, sales and promotions. A Store Locator feature allows customers to find local stores based on location.

The App has also built-in support for a wide range of payment gateways including Google Pay, Apple Pay, Stripe and PayPal.

Increase to purchases

Designed and developed by Sugar Rush, the Angling Direct App has an instant impact and boost to sales.

The Result

An enhanced online experience

The mobile App functionalities mirror the current website and add some unique app enhancements. The new mobile app is a seamless extension of the current website sales/order process and at no point is there a disconnect for mobile to web usage. Mobile connectivity means the App can be accessed even in the remotest fishing environment.




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