La Buena Espina is a local fish market that has launched a national online store to sell fresh fish and seafood direct to consumers. The new website showcase clear product categories, product cards with portion weights and descriptions, in order to attract customers from all over the country.
My role
UX study case
UI design
Layout with CMS
Type of project
eCommerce B2C
Status
Published in 2021.
About
La Buena Espina positions itself as a traditional fish market turned omnichannel retailer: a neighbourhood fish counter that also offers curated, ready-to-buy seafood for home delivery. The site lists its retail presence and provides direct contact details (phone and email) for customer support, reinforcing a local, trustworthy identity.
The client wants to give a very casual but warm feeling to their customers. “La Buena Espina” is a pun, either it means “the good fish bone” and “this gives me a good feeling”. With their casual look, their goal was to have a very user-friendly eCommerce to make the shopping process as smooth as possible.
The challenge
Selling fresh fish on a online scale creates several friction points: customers worry about freshness and cold-chain integrity, product descriptions must replace the tactile experience of a market counter, and many shoppers need guidance on portion size and cooking/preparation. The client needs an ecommerce solution that reduces perceived risk, educates buyers, and simplifies ordering so that an intrinsically analogue product becomes easy to purchase nationwide.
Click to see the full screenshots
Design and development
The design phase focused on translating the traditional fish market experience into a modern ecommerce interface. Using Figma, we created a clean and educational layout that highlights clarity and usability. The megamenu was designed to be intuitive, allowing users to navigate by fish type, cut, recommended preparation, and target diners. This structure not only simplifies decision-making but also educates customers, making the process of buying fish online as close as possible to receiving expert advice in-store.
Once the design was validated, the site was developed on PrestaShop with a fully customized template. This approach ensured seamless integration of the educational navigation system, product detail pages with weights and portions, and key trust signals such as delivery conditions and secure payments. The platform was optimized for performance and scalability, providing the client with a robust ecommerce solution that supports national distribution while remaining easy to manage.
Results
The final website successfully bridges the gap between the analogue and digital worlds. Customers can now purchase fresh fish online with confidence, thanks to transparent product information, clear categorization, and reassurance about cold-chain delivery. The intuitive structure reduces friction, while features like educational filters and portion indicators improve customer satisfaction and encourage repeat purchases. As a result, the client has been able to expand their market reach from local to national, positioning their business for long-term growth in the online food sector.
A carefully structured megamenu guides users through different fish categories, cuts, and recommended preparations (steamed, fried, grilled), while also suggesting options tailored for different diners such as toddlers, children, or adults. This educational approach addresses a common challenge: many customers are unsure which fish best suits their needs or their family’s diet.
Product cards highlight portion sizes and weights, helping customers make informed choices, while trust signals such as cold-chain delivery within 24–48 hours, secure payment, and a first-order discount reduce hesitation and increase confidence.
Together, these elements recreate the local fish market’s personal advice and service in a digital format, making online seafood shopping accessible, intuitive, and reliable for a national audience.
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