Meet Ish Fish: Heart Internet’s Website of the Month winner | Heart Internet Blog – Focusing on all aspects of the web

We’re delighted to announce the latest winner of our Website of the Month competition. This month’s worthy winner is Ish Fish, the fresh fish delivery experts. We loved the scale of the site and the way if hooked customers in straight away.

We sat down with the website’s designer and developer – Daniel Codd of Baddan Development House – to discuss how he reeled in this client and served up such a delicious website.

Tell us about Baddan and your core services.

I am a software developer and the man behind Baddan Development House, building web, mobile, and desktop apps for start-ups, agencies, and businesses.

How does your client’s website enhance, support and drive forward their goals?

Ish Fish launched in June 2018 with the goal of becoming a leading online retailer of fresh seafood, delivering their signature boxes across the whole of the UK. Building a brand is imperative to the Ish Fish team.

So, the website needs to look smart, representing their style, values, and forward-thinking approach. It has an intuitive UI that is easy to navigate to make the ordering and checkout process as simple as possible for their growing customer base, and it needs to incorporate a content managing system, so the team can easily update their content.

What would you say the website’s personality is?

The website’s personality reflects the Ish Fish brand – fresh (like the fish they deliver), innovative (like the service the brand provides), and confident (like the high-end quality of their products).

When designing the website, did you have a fixed idea on how you wanted to portray the brand via the website?

Ish Fish is all about high-end, top quality products so I wanted that to come across in the design. With this in mind, I designed the website to showcase the end product of what customers can achieve at home with Ish Fish’s seafood.

Traditionally, when looking at existing websites for fishmongers, you only see the raw fish which many people say is not appealing. So, I did work closely with the Ish Fish team to develop a concept we had in mind, but I also had an idea of how the brand could be portrayed.

What is your favourite thing about the Ish Fish website?

Definitely the Ish Market. I developed this in summer 2019 to enhance the existing shopping experience. This is a bespoke WordPress plug in written in Vue.JS that allows the user to pick a base Ish Fish box and then customise their box by adding additional products to their order.

What do you think makes this website different from Ish Fish’s competitors’?

Again, the Ish Market really stands out, as it is different to the usual ecommerce platforms, and being able to fully customise an order is pretty special. It’s easy to navigate and has handy tool tips to guide users through the process.

What are your future plans for the site?

In the future, there will be more Ish Market features. Our goal is to have regular changes to promote seasons and trends. We are building our landing pages to reflect the information users are searching for, such as the health benefits of fish, how delivery works, etc. By doing this, we will continue to improve Ish’s search engine presence.

A good look at Baddan

Looking beyond the Ish Fish site, where do you see web and software development going in the future?

I am currently working on a mobile app developed using a ‘cross platform’ approach, specifically Flutter. I believe that there will be more of this one-code-base that is deployable across many platforms in the future. Web, mobile and desktop all from one source.

Also – and this isn’t necessarily a new trend or common among smaller businesses and freelancers, but I 100% believe in Agile development practices.

Portrait of Dan

What quote inspires you, and might inspire others?

Well, this isn’t a quote and I’m not particularly sure it’s inspirational, but I believe that you have to try to do something you enjoy. Something that you are good at and that maybe you can achieve something in.

You owe it to yourself to push yourself and go for it.

Thanks, Dan, words to live by! And you, dear reader, owe it to yourself to go and look at the work of Dan and his team, over at  their website,

Have you created a Website of the Month?

If you think you have what it takes to be Website of the Month, look for the Website of the Month post on our Facebook page – and submit there. Good luck!


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