Knewin is a data technology company that develops solutions for reputation management and brand strategy. The challenge was to develop a new responsive and multi-language website with a design aligned with the new visual identity.

In this project, I was the team leader, executed the UX and UI design process, including the wireframe and the interactive prototype of the new website interface in Figma, and developed the front-end of the custom WordPress theme with HTML, CSS (Sass), and JS (React).

New visual concept
Mobile version


The new Knewin website was launched in June 2020. With the launch, the organic traffic of the site more than doubled in less than a month and continued to grow in the following months. The client reported a significant improvement in all other metrics as well.

Knewin’s internal marketing team took over the management of the website and could then focus their efforts on campaigns and other projects.

A comparison between 🔵 organic traffic and 🟠 paid traffic on the site in June 2020, and then in July 2020, after the website launch.

Case study

Rethinking the website from the ground up

During the discovery phase, we identified the following objectives:

  • Improve the website’s structure in terms of user experience, SEO, information accessibility, and lead capture;
  • Revamp the site’s visuals to reflect the new and more modern brand identity that would be launched simultaneously;
  • Improve the website management process for Knewin’s internal team. Including designing the website to be entirely built with the block editor.

With the start of the discovery and information gathering process, I began mapping out the website’s structure. The goal was to establish not only the necessary pages but also how each part of the content would be developed in the WordPress logic: post types and their properties, taxonomies, archives, singles, etc.

Website wireframe

A fresh new branding identity

When the project for the new website began, Knewin’s new visual identity was still being finalized. Therefore, there was not yet a style guide or even a brand guide for reference.

The website would then be the first piece to fully incorporate the new design. And with this responsibility, there was the challenge of being able to expand the new visual language in a direction that not only met the project’s objectives but also set standards for the company’s design from this point onward.

Through several cycles of visual experimentation → prototyping → feedback, using Figma for this process, I was able to create a dynamic yet cohesive interface for the website, aligned with the WordPress structure.


At the time of the project, the WordPress block editor was becoming the standard way of content editing. To ensure that the new website was prepared for this, all page content was designed so that it could be built with base blocks or with block patterns that we would create as templates for clients.

Website block patterns that utilize base blocks (paragraph, heading, image, quote, lists, buttons, etc.).