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
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…)
Design & Development
Once we had a validated concept and clear direction, I translated our user flows into low and mid-fidelity wireframes to communicate the intent behind each interaction. These designs focused on how users would navigate, access key features, and recover from errors—prioritizing clarity and context of use.
Impact & Results
After one year of implementation and continuous improvements, the redesigned software has transformed how Eurofragance’s perfumers and teams work. What was once a fragmented, inefficient system is now a unified platform that empowers creation, clarity, and speed across the fragrance development process.
One year after launch, the redesigned platform revolutionized how Eurofragance teams work—transforming a fragmented system into a seamless, efficient tool for perfumers, analysts, and project managers. Here's the measurable impact:
60% Less time spent tracking formulas
Usability testing and user interviews revealed a 60% reduction in time spent tracking down formula versions.
66% faster onboarding for new hires
Onboarding duration dropped from 3 weeks to 1 week, based on feedback from managers and junior perfumers.
78% higher satisfaction vs. legacy system
Post-launch surveys revealed a 78% increase in user satisfaction scores compared to the legacy tool.
100% formula version traceability
All formula versions are now traceable and linked to their task history, eliminating version confusion and errors.