L'altra Molfetta
Led with my colleagues the entire digital transformation of L’altra Molfetta, designing and developing a new WordPress-based platform. I worked on content architecture, user interface design, and front-end development, ensuring accessibility, clarity, and editorial autonomy for the in-house team.
Date
January 2024
Role
Web Designer
Project
L’altra Molfetta is the oldest newspaper in the city, with over 40 years of history. In recent years, the print edition became increasingly unsustainable—financially, logistically, and environmentally—while local competitors saturated the web with fast, low-quality news.
Problem Statement
The paper was losing subscribers, especially younger ones. It struggled to stand out in a crowded local market and had no tools to track or monetize its audience effectively. The challenge was to retain loyal readers, attract digital-native users, and generate sustainable revenue through advertising and subscriptions.
Research
We conducted a benchmark of local and national news platforms, identifying trends in UX/UI and business models. Interviews with editors and readers revealed two priorities:
Making quality journalism more accessible and navigable;
Providing advertisers with measurable value.
We used the Double Diamond approach to align user needs with strategic goals.
Solution
I designed a clean and responsive website focused on readability and mobile access.
Key features include:
A subscription-based archive for premium content;
Dynamic ad space with analytics;
A customized WordPress CMS tailored to editorial workflows.
The visual identity was also redesigned to convey credibility and modernity, using minimal UI patterns, clear typography, and an eco-conscious aesthetic.
Outcome
The platform delivered measurable improvements:
–100% print impact: completely eliminated paper use and courier emissions;
+3 advertiser partnerships within the first quarter thanks to data reports;
Real-time access to news across devices;
Reduced management time for editors via a streamlined backend;
Improved perceived value from readers, thanks to better UX and exclusive content.
