Fish is the Dish is a digital campaign by SeafishUK that promotes seafood as a healthy, quick, and family-friendly meal choice.
Fish is the Dish is a campaign by Seafish designed to inspire healthier and more sustainable seafood consumption across the UK. The original website was struggling with user engagement, outdated design, and complex navigation, so a full redesign was needed. The goal was to create a modern, intuitive platform that would appeal to families, encourage repeat visits, and make seafood content easy to find and enjoy.
We began with thorough user research, including surveys, stakeholder interviews, and usability testing. Key insights showed users had trouble finding recipes, lacked awareness of the health benefits of seafood, and found the site difficult to navigate on mobile devices. We also identified the need for a clearer content structure and simpler recipe filtering. These findings shaped our redesign strategy, focusing on usability, mobile-first design, and a fresh, welcoming visual identity.
The design process followed a user-centred approach across five phases: discovery and strategy, wireframing and information architecture, visual design, prototyping and testing, and development collaboration. We introduced dynamic recipe filters, a calming colour palette inspired by the ocean, and a fully responsive layout. Typography and iconography were carefully chosen for clarity and warmth to support both accessibility and emotional engagement. Throughout, close collaboration with developers ensured the final site stayed true to the design vision.
Since launch, the website has seen strong results: time on page increased by 42%, mobile retention grew by 61%, and newsletter sign-ups rose by 38%. Content is now more discoverable, user interaction is higher, and internal teams report much greater ease in managing content. Overall, the redesign has positioned Fish is the Dish as a more accessible, engaging, and trusted platform, driving stronger connections with its audience and supporting the campaign’s long-term growth.
