SYSTEM OUTPUT
PROJECT // READY
CASE STUDY / DIGITAL EXPERIENCE
elEconomista.es
Designing editorial products without breaking the reading habit.
UX/UI design, front-end refinement and editorial systems for a high-frequency digital media environment. From news interfaces and newsletters to special publications and the launch of a new healthcare media product.
organization
elEconomista.es · Ecoprensa
ROLE
UX/UI Designer / Employed
duration
2024 - 2026 · 22 months
scope
UX/UI · Editorial Design · Responsive HTML/CSS · Performance · Digital Products
Tools
Figma · HTML · CSS · Photoshop · Illustrator PageSpeed Insights · Lighthouse
status
Implemented & Published
Context
Designing for a newsroom is not designing for a landing page.
elEconomista is a digital publishing ecosystem with continuously changing content, multiple verticals, commercial formats, financial data, newsletters and special publications.
Every interface has to work while editors keep publishing, readers move between devices and advertising, SEO and technical requirements remain active.
Design therefore happens inside a living system rather than around a fixed piece of content.
THE CHALLENGE
Evolve a mature product without breaking what already works.
The challenge was not to replace elEconomista with a completely different visual language.
Millions of reading habits, existing editorial workflows, brand recognition and technical infrastructure were already embedded in the product.
The work had to improve clarity, adaptability and performance while remaining compatible with that system.
DESIGNING INSIDE CONSTRAINTS
The interface could not be judged only inside Figma.
A layout also had to survive real headlines, unexpected image proportions, advertising spaces, mobile screens, publishing tools and existing front-end styles.
real
constrains
high content
density
SHORT EDITORIAL
DEADLINES
seo
ADVERTISING
LEGACY STYLES
RESPONSIVE
BEHAVIOR
performance
accessibility
multiple
departments
existing cms
MY ROLE
To Figma to the published interface.
As a UX/UI Designer, I worked across visual proposals, responsive layouts, editorial components and front-end refinements.
My work included preparing interfaces in Figma, testing them with real content, adjusting HTML/CSS and reviewing published results across devices.
As a junior designer, major decisions and final validation were supervised by the senior design team.
THE WORKING PROCESS
01 — discover
Editorial need Audience
Existing structure Commercial constraints Performance
02 — define
Hierarchy
Modules
Responsive behavior
Navigation
Technical requirements
03 — design
Figma
Components
Real-content testing
HTML/CSS
Iterations
04 — publish
Integration
Responsive QA
Performance checks
Corrections
Maintenance
EDITORIAL PRODUCTS AT SCALE
Not one interface, a family of editorial products.
My work moved across different scales: from individual interface elements to recurring newsletters, special publications and complete new sections.
The common problem was always the same: how to organize dense information without losing hierarchy, speed or editorial flexibility.
20+
SPECIAL
PUBLICATION
COVERS
24+
newsletters
16+
NEWS & SECTION
INTERFACES
edition
01
NEW SPECIALIZED
MEDIA PRODUCT
REUSABLE EDITORIAL SYSTEMS
Design for the next story, not only the current one.
A media product cannot be designed around one perfect headline or image.
Components need to support different stories, lengths, priorities and commercial needs without requiring a new interface every time something changes.
I therefore worked with reusable hierarchies, modules and responsive patterns rather than closed compositions.
PERFORMANCE IS PART OF DESIGN
Beautiful interface that loads badly is bad UX.
Performance was treated as part of the design process rather than a problem belonging only to development.
Images, CSS, layout depth, fonts, advertising spaces and interface structure all affect how quickly and reliably a page reaches the reader.
GACETA DE SALUD
Building a new media product inside an existing ecosystem.
One of the largest projects during my time at Ecoprensa was the front-end design of Gaceta de Salud, a new specialized healthcare media outlet.
The challenge was to give the product enough identity to address a professional healthcare audience while maintaining the structural and visual relationship with the wider Ecoprensa ecosystem.
elEconomista DNA → adaptation → Gaceta de Salud
FAMILIARITY VS DIFFERENTIATION
New product. Familiar behavior.
I deliberately avoided designing Gaceta de Salud as an unrelated visual product. The existing Ecoprensa patterns already provided familiarity, technical compatibility and established reading behavior.
The objective was therefore evolution rather than rupture: preserve what users already understood while creating enough character for a new specialist publication.
SPECIAL PUBLICATIONS
Editorial design with commercial constrains.
Special publications introduced a different balance between editorial hierarchy, branded content and commercial objectives.
Layouts had to remain readable and responsive while accommodating specific topics, sponsors and publication requirements.
Some examples are these:
FINANCIAL EDUCATION
SPECIAL
ESG SPECIAL
Mobility Special
RESULTS
22 months designing inside a live publishing system.
20+
SPECIAL
PUBLICATIOns
24+
newsletters
16+
NEWS & SECTION
INTERFACES
edition
01
NEW healthcare
MEDIA PRODUCT
THREE DECISIONS THAT SHAPED THE WORK
01 — EVOLVE, DON'T REPLACE
I evolved existing components and hierarchies instead of imposing a disconnected redesign.
Reading habits, brand recognition and editorial infrastructure mattered more than aesthetic novelty.
02 — PERFORMANCE IS UX
I treated loading, accessibility and technical weight as design concerns because they directly affect the reading experience.
03 — DESIGN SYSTEMS, NOT PAGES
I designed reusable responsive structures because editorial content changes every day.
The system has to survive the next story too.
reflection
What i took from it
elEconomista taught me that designing a large digital product is an exercise in negotiation between different systems.
Editorial clarity, business, SEO, advertising, accessibility, performance and publishing speed are not separate problems.
They all reach the user through the same interface. It changed the way I think about UX: not as designing isolated screens, but as designing structures capable of surviving real use.
If I built the system today, I would document the design system more rigorously, define metrics before launch and preserve quantitative before / after evidence for each major intervention.
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STATUS: PROJECT READY
