Stial.
PRODUCT DESIGNER | ECOMMERCE | B2C
To create a distinctive ecommerce platform that not only looked bold and modern, but genuinely supported dog owners in finding the right food for their pets with ease, speed, and joy.
Team
UX / UI Consultant at RocaSalvatella
Team consisting of: Brand Designer, Marketing Team, Sales Team and Friselva’s team.
Timeline
October 2022 - April 2024
Tools
Figma, Figjam, Excel, Typeform
CHALLENGEOur research showed that dog owners are hesitant to change their pets’ food—especially when it’s a new, unknown brand.
We needed to create trust at first glance while making the shopping journey so smooth and personal that it removed hesitation and built excitement around trying Bestial.
Goals
1. Design a trustworthy, intuitive ecommerce experience that encouraged trial and subscription.
2. Help define the visual brand and voice alongside marketing and packaging.
3. Ensure a responsive, developer-ready product for launch, adaptable for future evolutions.
Process
RESEARCH
What do dog parents really want?
We combined user interviews (over 20 pet owners), surveys (300 respondents) and competitor audits to understand how people discover, trust, and shop for new dog food online.
We detected 3 types of consumers: Those who cook with love and won’t settle for less, those who follow their vet’s word like gospel, and those who just want something easy they can trust.
63%
40%
80%
72%
Trust only vet-recommended food
Would consider switching if there was proven better.
Demand ingredient transparency, want homemade food.
Of users love subscription convenience
“I make my dog his food every weekend. I know exactly what he eats and what he needs. I’d only switch if I found something that gave me that same control.
- Marc, Border Collie Owner (Nala)DEFINING & IDEATION
What does it take to earn a dog parent’s trust?
With insights in hand, we shifted focus from research to creating opportunities. We aligned the vision for Bestial around trust, transparency, and bold simplicity—qualities that would resonate deeply with our users. Through brainstorming sessions, wireframes, and moodboards, we built out user flows that addressed key needs like ingredient transparency and easy reordering, while making space for a playful, authentic brand experience. This is where the beast truly came to life.
ENSEÑAR WEB ARCHITECTURE (FLOW) + Moodboard/Style Explorations (SKETCHES…)
After collaborating closely with marketing, brand design, and development teams on the first sketches, I moved into action: creating a page that not only captured our vision, but also met the real expectations of our users.
I led the first designs of the initial MVP.
As often happens in startups, budget limitations soon shaped the final outcome: the original design proposals had to be simplified to ensure we could deliver a functional, clear, and effective site with the resources available.
The goal was never lost — even in its simplest form, the page needed to convey trust, energy, and commitment to our audience. Through focused UX decisions and a clean, modular build, we launched a first version that stayed true to the heart of the brand, while leaving space for future growth.
DESIGN & DEVELOPMENT
Designing a home for dog parents
How it could’ve looked with full creative alignment
For reasons external to the design team, the implemented result was simplified in terms of visual style, although the basic navigation flows and functionalities were maintained.
Real Impact, Real Stories
At launch, success wasn't measured only by numbers — it was seen in the connection we built with our community.
Through a clear UX strategy, a tone of voice grounded in trust, and a design tailored to real needs, we created a site that users immediately related to.
4.2/5 average rating on Trustpilot
Boosting homepage-to-checkout conversion by 10%
Lidia, TrustPilot
“I have been feeding this food to my two dogs for more than a year, and they are delighted. One of them used to have stomach problems, but since we started, he has not had anymore discomfort.”
Lluís, TrustPilot
“After trying other barf diets, I'll stick with this one, it's great, you don't need to freeze anything and to go out with them on vacations and weekends, no headaches about how to take your furry's food with you.”