Consumer · 0→1 · Brand
BassBucks — Daily Fantasy for the Outdoors
0→1 product and brand bringing daily fantasy mechanics to competitive fishing.
The problem
There's a $34B daily fantasy sports market, and there are roughly 50 million fishing enthusiasts in the U.S. — and almost no overlap between the two. BassBucks set out to bridge that gap: bring the mechanics of daily fantasy to competitive fishing, a community where authenticity isn't a nice-to-have but the entire price of entry. Get the tone wrong and the audience walks.
What we did
My team led discovery and designed the full product experience. We started by getting deep on the customer — who actually fishes these tournaments, what they care about, and what "legitimate" looks like to them — and used that understanding to shape both the product and a brand that could earn their trust.
We moved fast on concepts, using AI to accelerate the early loops — synthesizing research, pressure-testing monetization models, and exploring brand and UI directions quickly enough to put real options in front of the founders instead of debating them in the abstract.
The product that emerged is a polished mobile experience: live tournament contests tied to real Bassmaster events, guaranteed-prize and head-to-head formats, a roster builder with salary caps, and the social and activity layers that make daily fantasy sticky.
Live tournament contests tied to real Bassmaster events.
The result
Along the way the design process did more than ship an app — it uncovered additional revenue opportunities the team hadn't priced in, and it delivered a brand built to survive contact with a skeptical, authenticity-first audience. In the founder's words, it helped them understand their customers, find new revenue, and collaborate better in the process.
“The design process helped us understand our customers, discover additional revenue, and collaborate…”— Getty Branon, BassBucks
Why it matters
A clean example of 0→1 product and brand in a market where credibility is the whole game — and of using AI to compress the path from research to testable direction without flattening the nuance the audience demands.