Aurum's blog

Make the blog’s experience better, also use it as a sale and brand platform.

The Design Process

design process illustration

Complete redesign of the blog of the legal software company Aurum. The premise was to make it visually attractive, enjoyable to read and take into account the demands of the company's directors

We had the challenge to make the blog’s experience better, also use it as a sale and brand platform.


We started with data analysis from our Google Analytics, Hotjar and Heap Analytics. So we could have something to work with and have a start point. Based on those data, we also created a Google Form that we sent to our lead base and we could track our user behaviour and our competitors. And after we collected over 130 responses, we made tables and crossed the informations

Design process flow, showing all the steps from discovery to deliver.
Photo with lots of papers showing tables with the data gathered and crossed on tables


Personas image, showing a illustration of Demetrio, Hipolita and Oberon

We had 3 personas that we had to think of when developing the new blog layout. The law student (Demétrio), the lawyer that was starting (Hipolita) and the lawyer with several years of work (Oberon). We created them based on researches with or users and prospectors.


Based on the form responses I started to make a deep analysis of the competitors, and made a table with all the points such as interface or interaction. We also researched others references, such as tech and design portals.

Benchmarking example
Benchmarking example
Benchmarking example

User flow

User flows image

Then based on the inbound marketing funnel process, I started to write and map all the touch points our users had until they reach our blog and all the flow they had to do before reaching the "buyer profile" we wanted.

Component Mindmap

Component mindmaps image

With all the flows from top to bottom of the process, I listed the 3 blogposts pages types (top funnel posts, mid funnel posts and bottom funnel posts), listed all the possible actions our users could do or wanted to do (such as download ebooks, share the content, read other posts, know more about the product...) and listed all the components the blog will need to make sure the users could reach their goals (like CTAs, share widgets, pagination, product banner, comment box...)


After gathering all the data and have analysed the competitors and other references, I started sketching by hand and after that I did the digital prototypes to handle to the develop team.

Sketches images
Wireframes image
Refined prototype image
Final result images