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Product Development

What Is Fishfooding?

Posted on
September 1, 2023

In the dynamic world of product development, there's a concept that's gaining traction, known as "fishfooding." It's a unique approach to user testing that involves a team of employees testing their own product early in the development cycle. The goal? To identify and address critical and usability issues before they become significant problems.

What is Fishfooding?

Fishfooding is a play on the term "dogfooding," which refers to a company using its own products to test and improve them (sometimes known as customer-zero testing). However, fishfooding takes this concept a step further. It involves a single team of employees, often the product development team, using the product in its early stages. This approach allows the team to experience firsthand the product's strengths and weaknesses, providing invaluable insights that can be used to refine and improve the product.

Why Fishfooding?

Fishfooding offers several key benefits:

  1. Early Identification of Critical Issues: One of the most significant advantages is the ability to identify and address critical issues earlier in the development cycle. This proactive approach can save time, money, and resources by preventing costly fixes once paying customers are involved.
  2. Enhanced User Experience: Fishfooding allows the team to understand the user experience from a firsthand perspective. This can lead to improvements in usability and functionality that might not have been identified easily through traditional testing methods.
  3. Team Alignment: When everyone on the team uses the product, it creates a shared understanding and alignment around the product's goals and functionalities. This unity can be a powerful driver for product success.
  4. Customer Empathy: By using the product themselves, the team can better empathize with the end-users, leading to more user-centric decisions.

How to Implement Fishfooding

Implementing fishfooding requires a shift in mindset and a commitment to user-centric design. Here are a few steps to get started:

  • Set Clear Goals: Define what you hope to achieve through fishfooding. This could be identifying bugs, improving usability, or gaining a better understanding of the user experience.
  • Set Clear Expectations: Be direct about what you expect from your fishfooding team. Developers and those in similar roles are often less inclined to participate due to the high-stress nature of their job. Ensure you have buy-in from your team on the level of effort you’re going to expect.
  • Create a Feedback System: Establish a system for collecting and analyzing feedback. Tools like Centercode work well for tests of any size and keep data centralized, organized, and prioritized (in the case of feedback).
  • Iterate and Improve: Use the feedback to make improvements to the product. Remember, the goal of fishfooding is not just to identify problems, but to solve them early.
  • Celebrate Wins and Learn from Losses: After each fishfooding cycle, take the time to celebrate the improvements made and learn from the issues that were not resolved. This keeps the team motivated and focused on continuous improvement.

The Evolution of Fishfooding at Google

If you're curious about how established tech companies utilize fishfooding, look no further than Google. According to an article from 9to5Google, when Google was in the early stages of developing its Google+ platform, they opted for a more focused internal test, which they termed "fishfood." This was a nod to the project's aquatic-themed codename, "Emerald Sea." The term has since been adopted by other teams within Google for their initial testing phases.

But Google doesn't stop at fishfooding. They often introduce an additional "teamfood" stage, which serves as a bridge between fishfooding and the more expansive "dogfood" testing. This multi-stage approach allows Google to refine the product incrementally before it undergoes company-wide or even public testing.


Fishfooding is a powerful tool for product development teams. By “eating their own fish food” early in the development cycle, teams can identify and address issues before they become significant problems. This not only improves the quality of the product but also enhances the user experience, leading to happier customers and a stronger bottom line.

Remember, the key to successful fishfooding is a commitment to user-centric design and a willingness to learn from feedback. So why not give it a try? Your product—and your customers—will thank you.

Download the Essential Tips for Dogfooding Success
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