Il Cliente: Veloservice

Veloservice è il punto di riferimento per il turismo esperienziale e sostenibile in Puglia. Nata nel 2009 come start-up di appassionati ciclisti, si è evoluta in una struttura solida di accoglienza turistica. Con un’anima che parla “madrelingua dialetto” ma si rivolge al mondo, offrono esperienze “seriamente divertenti”, combinando la professionalità con il calore delle storie semplici.

L’Evoluzione Digitale

La nostra collaborazione è iniziata nel 2018 con un restyling basato su un tema commerciale per svecchiare la loro immagine. Recentemente, l’azienda ha deciso di fare il salto di qualità definitivo: abbandonare i limiti dei temi pre-confezionati per una piattaforma custom, leggera e scalabile, capace di sostenere la crescita del brand.

Tech Stack: La Potenza di Understrap

Per questo salto evolutivo ho scelto Understrap, un framework che unisce la versatilità di WordPress alla solidità di Bootstrap. Sviluppare un tema su misura ha garantito un codice pulito, tempi di caricamento ridotti e una struttura flessibile, perfettamente adattabile alle esigenze specifiche di un tour operator in espansione.

Architettura CPT: Tour e Noleggio

Il cuore del sito è la gestione dei servizi. Ho creato Custom Post Types (CPT) specifici per “Tour” e “Noleggio”. Questi non sono semplici pagine vetrina, ma fungono da ponte strategico: ogni scheda prodotto è progettata per reindirizzare l’utente in modo fluido verso i due siti e-commerce verticali dell’azienda (Velo Tour e Velo Rent) per la transazione finale.

Interfaccia Dinamica con Slick.js

Il turismo vive di immagini. Per valorizzare la bellezza dei paesaggi pugliesi e delle esperienze offerte, ho integrato slick.js. Questa libreria ha permesso di sviluppare caroselli (slider) fluidi, reattivi e touch-friendly, che raccontano visivamente l’avventura prima ancora che l’utente legga i dettagli.

Storytelling: Blog e Progetti

Coerentemente con la filosofia aziendale (“crediamo nella potenza delle storie semplici”), ho sviluppato sezioni dedicate allo storytelling. Il “Blog” e l’area “Progetti” (un portfolio delle iniziative speciali) sono gestiti tramite CPT, permettendo al team di pubblicare contenuti che mostrano l’impatto culturale e sociale delle loro attività.

Integrazioni: Trust e Social

La riprova sociale è fondamentale nel turismo. Ho integrato le API di TripAdvisor per mostrare le recensioni in tempo reale, costruendo fiducia immediata. Inoltre, un widget personalizzato di Instagram porta il feed social direttamente sul sito, mantenendo la home page sempre fresca e aggiornata con i contenuti generati dagli utenti e dal brand.

Press Area

Per consolidare l’autorevolezza del brand, è stata sviluppata una “Press Area” dedicata. Questa sezione raccoglie le rassegne stampa e le menzioni media, organizzate in modo ordinato. È uno strumento vitale per le PR, che dimostra la crescita di Veloservice da startup locale a player turistico riconosciuto.

UX Design “Glocal”

L’esperienza utente (UX) è stata progettata per riflettere l’anima “glocal” (globale + locale) dell’azienda. Il design è pulito e internazionale per accogliere i turisti stranieri, ma arricchito da dettagli che richiamano l’autenticità pugliese. La navigazione è intuitiva, guidando l’utente dalla scoperta del territorio alla prenotazione del servizio.

Risultati Ottenuti

Il nuovo sito web ha trasformato la presenza digitale di Veloservice. La piattaforma custom ha migliorato drasticamente le performance e il posizionamento SEO. La struttura a CPT ha razionalizzato l’offerta, incanalando efficacemente il traffico verso le piattaforme di vendita e aumentando le conversioni per tour e noleggi.

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The Client: Fervere Kombucha

Fervere is a dynamic brand in the fermented beverage market, specializing in artisanal Kombucha. The project stemmed from the need to evolve their digital presence to reflect a new market positioning, combining fresh, engaging design with a solid and scalable sales platform.

The Challenge: Beyond Restyling

Not just a graphic update, but a complete rewrite. The task was to surpass the previous site version (which I also developed) to implement sophisticated UX/UI design. The technical challenge was bending standard WooCommerce logic to fit a fully personalized purchasing experience.

The Stack: Custom Performance

I chose a “code-first” approach using Understrap with Bootstrap 5 as the foundation. This ensured lightweight, semantically correct code. Deep integration of ACF (Advanced Custom Fields) transformed the backend, allowing for tailored content management without bloating the frontend.

Rebuilt Variable Products

Standard WooCommerce variant management was too limiting for the desired UX. I completely rebuilt the variant selection interface (flavors and sizes) via custom code. Users now interact with an intuitive visual selector that updates prices and availability without the typical page reloads of standard themes.

Cart Discount Logic

To encourage bulk purchases, I programmed complex conditional discount logic. The system analyzes the cart in real-time and automatically applies a price reduction when it detects a minimum of 3 products from the same Brand, stimulating upselling transparently for the user.

CPT Brands & Dedicated Templates

I extended the data architecture by creating a “Brand” Custom Post Type. Each Kombucha producer now has a dedicated page with a specific template, distinct from standard categories. This enhances the storytelling of individual brands and aggregates related products in a layout consistent with the producer’s visual identity.

Carousels & Visual Navigation

To improve catalog exploration, I implemented custom product carousels within categories. This UI solution allows displaying a high density of references without forcing the user to scroll through long pages, improving dwell time and mobile interaction.

Blog Integration & Shortcodes

Content marketing is central to Fervere. I developed custom shortcodes that allow “injecting” specific products or carousels directly into blog posts. Descriptions and Call to Action buttons are customizable via ACF for each post, effectively turning readers into direct buyers.

UX/UI Design & Frontend

Frontend work was meticulous to adhere to the new design system. Every element, from buttons to checkout forms, was styled via CSS/SASS to ensure visual consistency. The re-engineering resulted in a clean interface that guides the user to purchase with minimal cognitive friction.

Results & Achievements

The new Fervere is a fast, identity-driven e-commerce site. The reconstruction of variants and automatic discount logic simplified the buying process. The custom architecture based on Understrap and ACF gives the client total control over content, blending design aesthetics with sales power.

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The Client: Solvento

Solvento is a firm of International Tax Lawyers and consultants. They assist clients in navigating complex tax systems, residency planning, and legal disputes. With a multilingual team, they needed an English-only law firm website that conveyed cross-border clarity and expertise.

Tech Stack: Understrap

For this project, I chose the robustness of Understrap. The combination of WordPress and Bootstrap allowed for the creation of a lightweight and scalable custom architecture, fundamental for supporting the advanced features required by the firm without compromising speed or sensitive data security.

Hero Video with Control

Visual impact is immediate thanks to a hero video integrated via YouTube API. To improve the user experience on this portal, I inserted a custom Play/Pause control. This technical detail denotes care for the user, allowing them to manage multimedia content consumption with total freedom.

Dynamic Booking with Calendly

Client acquisition is the heart of every law firm website. I automated the process by integrating Calendly via shortcode. The system is intelligent: it opens a specific booking popup based on the selected consulting plan, reducing friction and speeding up direct contact with the lawyers.

Interactivity: Swiper.js

To present complex services fluidly, I implemented Swiper.js. This library allows for easy content scrolling even on mobile. The use of touch-friendly carousels makes navigation pleasant, modernizing the traditional and often static image of the sector.

“English Only” Design

The site was developed exclusively in English to target a global audience. The institutional design, clean and rigorous, uses visual codes typical of the sector (“Blue & White”) to inspire order and authority, indispensable elements for a high-profile law firm website.

Focus on Accessibility

A modern digital presence must be inclusive. I curated the interface to be usable by all users, ensuring adequate color contrasts and clear navigation. This ethical approach strengthens the firm’s reputation, demonstrating care towards every type of client.

Results & Achievements

Solvento’s new portal is a high-performance and secure law firm website. The integration of booking tools and expository clarity improved the conversion of visitors into clients, consolidating the firm’s digital presence as a reference point for international taxation.

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The Project: Wearefancards

Wearefancards is Lab Go’s initiative promoting “Fancards,” phygital tools for fan engagement. The project required a vertical, high-impact landing page designed to convert visitors into customers while maintaining the rigorous aesthetic consistency of the parent brand.

The Challenge: Design Without Compromise

The graphics department provided a complex, unconventional layout. The challenge wasn’t just replicating it Pixel-perfectly, but making it dynamic. “Floating” graphic elements and overlays couldn’t be static: the client needed to manage them without breaking the visual balance of the original design.

The Stack: Bootstrap & WordPress

To achieve maximum fidelity to the Figma design, I used Bootstrap 5 integrated into a custom WordPress theme. This allowed for millimeter-precise responsive grid management, avoiding the limitations of commercial page builders and ensuring clean, fast code for the landing page.

Hybrid Gallery & Video Overlay

The core of the page is a complex multimedia gallery. I developed a custom solution allowing video overlays on images. Through ACF, the client can associate a video file with specific gallery images, creating an interactive and dynamic user experience.

Advanced Positional Control

The standout technical feature is image control. I programmed ACF fields mapping CSS properties top, left, right, bottom. The client can input specific values from the backend to move each single image in space, deciding its exact horizontal and vertical positioning.

Autonomous Size Management

Beyond position, the client controls dimensions. Through dedicated numeric fields in the backend, width and height for each graphic element can be defined. This transforms the WordPress editor into a powerful layout tool without the user needing to write a single line of CSS.

Custom ACF Carousel

The carousel isn’t an external plugin but built on a native ACF “Gallery” field. This drastically simplifies content entry: the administrator selects images in bulk from the media library, and the frontend automatically renders them into a touch-friendly, optimized slider.

Backend User Experience

I designed the backend to be “foolproof.” Despite the complexity of positional controls, the data entry interface is clean and intuitive. ACF conditional logic shows only necessary fields, allowing the client to model the page with ease and confidence.

Performance & Optimization

Despite the richness of media and video, the page maintains high performance. Conditional script loading and asset optimization (managed lazy loading) ensure a smooth browsing experience even on mobile, which is crucial for a promotional campaign.

Results & Achievements

Wearefancards exemplifies how WordPress can become a design tool. The client received a landing page identical to the graphic mockup but with a freedom of content management usually impossible in such creative layouts, thanks to an engineering-focused use of ACF.

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The Client: Il Manovale

Il Manovale is an artisan micro-roastery born from the passion of coffee professionals. Their mission is to bring “handmade,” fresh, and traceable coffee into homes, elevating consumption to a conscious choice. They use Giesen W6A and W15A roasters for small-batch roasting, respecting the uniqueness of every bean.

Tech Stack: Understrap & WooCommerce

To ensure high performance and maximum customization, I developed the site using Understrap as a starter theme. This hybrid combination of WordPress solidity and Bootstrap’s responsive grid allowed for building a lightweight, fast e-commerce site perfectly adapted to the roastery’s specific needs.

Grind Automation

A key feature is the automation on the product page. I developed a function that calculates and suggests the ideal grind based on the extraction method selected by the user (moka, espresso, filter, etc.). This improves User Experience (UX), guiding the customer toward purchasing the perfect product for their equipment.

ACF and Advanced Filters

Catalog management is powered by ACF (Advanced Custom Fields). I created custom fields for every organoleptic characteristic of the coffee (acidity, body, aromatic notes). These data points are not just descriptive but fuel the shop’s filter system, allowing users to search for coffee based on their desired taste profile.

Product Gallery Redesign

The product page was completely redesigned. Abandoning the standard WooCommerce layout, I created a visual gallery highlighting packaging and coffee texture. Custom fields dynamically populate feature infographics, making technical specifications immediately readable and visually appealing.

CPT Architecture: Events

For the “Events” area, I implemented dedicated Custom Post Types (CPT). Unlike standard blog posts, these are programmed to order chronologically based on the event date rather than the publication date. This allows the roastery to manage an always-updated and logical calendar of courses and tastings.

Content Design: Info & Press

The site is not just about sales, but culture. I managed the redesign of information pages to tell the “handmade” philosophy. Additionally, specific sections like the Press Area and Blog Area were created, structured to host editorial content that strengthens the brand’s authority in the artisan coffee world.

Artisan User Experience

The User Interface (UI) was designed to reflect the brand’s craftsmanship. Warm colors, curated typography, and generous white space communicate the attention to detail Il Manovale puts into roasting. The navigation experience is fluid, transforming online shopping into a ritual as pleasant as drinking good coffee.

Backend Optimization

The extensive use of ACF and CPT made the backend extremely intuitive for the client. Inserting new products or events is guided by custom masks, reducing the risk of errors and ensuring that the frontend design remains consistent regardless of who inputs the content.

Results & Achievements

The new e-commerce transformed Il Manovale’s digital presence. Ease of navigation and purchasing guides (grind selection) increased the conversion rate. The solid technical structure allows the brand to autonomously manage storytelling and sales, consolidating its position of excellence.

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The Client: Feeda

Feeda is a strategic partner for startups seeking funding. They offer targeted consulting from fundraising strategy definition to capital acquisition. The website needed to reflect this expertise, serving as an educational resource hub and a contact point for aspiring entrepreneurs.

Design & Collaboration

The graphic layout was designed by the agency Gambalunga. My role was to translate their design into a high-performance WordPress theme. Close collaboration ensured faithful adherence to the visual identity, transforming static mockups into a fast, responsive interface based on the Bootstrap framework.

The Stack: Custom Bootstrap

The site architecture relies on applying the Bootstrap framework to the WordPress CMS. This choice guaranteed a solid grid for the layout and maximum flexibility in developing custom templates, avoiding the bloat of visual page builders and keeping the code clean and maintainable.

Legacy Content Migration

A critical challenge was the editorial heritage. Feeda owned an old site rich in articles. I managed the import and normalization of all pre-existing content into the new database, ensuring formatting and media were correctly preserved within the new graphic ecosystem.

Complex Shortcode System

To give editors flexibility, I developed a set of advanced shortcodes. This allows the team to insert not just text into articles, but dynamic elements like links to specific pages, call-to-action buttons, and cross-references, without touching the template code.

Typeform Integration

Within the shortcode system, I implemented a specific Typeform integration. Contact forms and profiling questionnaires can be injected anywhere in the blog via a simple shortcode, allowing readers to be converted into qualified leads directly from the article page.

Gated Content: Documents

I created a dedicated Custom Post Type for “Documents.” These are premium resources (white papers, guides) accessible only upon registration. This functionality transforms the site into a lead generation machine: users see the preview, but the download unlocks only after subscription.

Newsletter & Download Logic

The unlock mechanism is linked to the newsletter. I developed conditional logic that verifies user subscription. If the visitor provides their email, the system automatically unlocks the file for download, feeding Feeda’s contact database for future nurturing campaigns.

Structured Data SEO

To maximize organic visibility, I implemented Structured Data (Schema.org). This helps search engines better understand the content nature (Articles, Consulting Services, Events), improving ranking in SERPs for keywords related to fundraising and startups.

Results & Achievements

The result is a site blending agency design with technical robustness. The migration safeguarded history, while new Gated Content features and custom shortcodes offer Feeda powerful tools to convert visitors into clients, supported by a solid technological foundation.

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The Client: Coaching Outside the Box

Coaching Outside the Box offers high-profile services such as mentoring, training, and professional coaching. The company needed a digital ecosystem that was not just a showcase, but a true working tool to deliver distance learning, manage virtual classes, and sell complex courses to an international audience.

Phase 1: Custom Bootstrap Development

The project began with LMS e-learning platform development using a tailored approach, applying the Bootstrap Framework to the WordPress CMS. Not a pre-made theme, but a structure created to measure to ensure lightness and total brand adherence. This allowed for the insertion of multiple custom controls for content management.

International UX: Timezone Detection

One of the critical features implemented in the first phase was timezone management. Since these were live courses with global students, I programmed a function that automatically detects the user’s location, displaying lesson dates and times according to the visitor’s local timezone, eliminating confusion and attendance issues.

Client Autonomy

The goal was to make the client independent. Through the use of Custom Fields, I structured the backend so the team could create new courses autonomously. Specific training was provided to transfer the necessary know-how for the daily management of the platform.

Phase 2: Evolution and Migration

With business growth, the need emerged to differentiate the “Corporate” offering from direct sales, requiring an upgrade in LMS e-learning platform development. We decided to migrate the entire e-commerce from the Masterstudy LMS plugin to LearnDash, the market leader for flexibility and stability.

Complex Data Migration

Switching to LearnDash required a delicate data migration process. I managed the transfer of all user accounts, order history, and course progress from the old to the new structure, ensuring no data was lost and students could continue their training without interruptions.

Smart “Buy” Button Logic

To optimize the sales funnel, I implemented conditional logic within the LMS e-learning platform development for the “Buy” button. The system recognizes the product type: if it is a “Video Course,” access is immediate; if it is a “Live Course,” the process changes, activating specific messaging and different enrollment flows.

Invitation Automation & Checkout

This differentiation positively impacted post-sales. I modified the checkout process so that, for live courses, personalized invitations with links to virtual classrooms were automatically sent to students. This drastically reduced manual secretarial work and enrollment management.

Process Optimization

Moving to the new architecture allowed for streamlining business processes. This advanced level of LMS e-learning platform development, combined with the power of LearnDash, provided the client with a scalable structure capable of handling traffic peaks and a constantly expanding course catalog.

Results & Achievements

Coaching Outside the Box now possesses enterprise-level technology. The LMS e-learning platform development resolved previous bottlenecks, improving the user experience for both buyers (students) and administrators (the team), ensuring solidity and automation.

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The Client: Lab Go

Founded in 2020 in Northern Italy, Lab Go is a pioneer in the “phygital” experience. They digitize physical products to protect brands from counterfeiting and connect them with authentic customers. They work with high-profile clients, including major live events and internationally renowned music bands.

The Challenge: Pixel-Perfect Design

The primary goal was absolute design fidelity. Lab Go’s graphics department provided complex Figma files. The technical challenge was translating this static vision into functional code, ensuring that every pixel, spacing, and interaction matched the approved drafts exactly.

The Stack: Custom Bootstrap 5

To ensure precision and responsiveness, I avoided pre-made themes. I developed a custom theme based on Bootstrap 5. This framework provided a solid grid for the responsive layout while keeping the code lightweight and clean, essential for a site handling traffic spikes during major events.

Bespoke Gutenberg Modules

No heavy page builders. I created a library of custom Gutenberg blocks. This allows the client to compose new pages independently while maintaining graphic consistency. Each module was coded to respect brand guidelines, offering editorial flexibility without breaking the layout.

Dynamics with Slick.js

To present case studies and partners engagingly, I integrated Slick.js. I created fluid, touch-friendly carousels that allow elegant navigation through visual content. The integration was optimized to ensure it didn’t negatively impact page loading performance (Core Web Vitals).

CSS & HTML Animations

The “phygital” experience needed to be palpable. I implemented custom CSS and HTML animations to bring interface elements to life. Micro-interactions and smooth transitions accompany the user during scrolling, making navigation immersive and aligned with the brand’s technological identity.

Authentic Blog Section

The blog is far from standard. Following the graphic drafts, I developed a unique archive and Single Post template. The structure enhances editorial content with specific layouts for images and typography, transforming the news section into a truly integrated digital magazine.

Mailchimp Integration

To support marketing strategies, I connected the site to the Mailchimp ecosystem. Subscription forms were custom-styled to blend into the footer and key pages, ensuring a direct data flow into the company’s marketing lists for newsletter management.

Global Reach: WPML

Given the international target (global bands and tours), the site is natively multilingual. I configured WPML to handle precise translations for every custom post type and theme string. This ensures a flawless user experience for both Italian clients and foreign partners.

Results & Achievements

The Lab Go site is the perfect fusion of creativity and code. The Pixel-perfect conversion from Figma met the client’s high aesthetic expectations, while the Gutenberg/Bootstrap architecture ensures performance and scalability. A powerful digital business card for the global market.

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The Client: Industrial Excellence

Comer S.p.A. has been a leader in thermoplastic fittings and valves since 1978. With 25,000 sqm of production and 7 million items in stock, it serves critical sectors like hydraulics and marine. The goal was to build a high-performance digital ecosystem reflecting Italian logistical reliability and precision.

The Challenge: Overcoming Technical Debt

The project addressed heavy technical debt. The old site used an unoptimized WooCommerce and WP Bakery, limiting speed and maintainability. The challenge was creating a segmented experience to show sensitive data only to specific users while maintaining sync with the corporate ERP.

The Stack: Custom Understrap Development

To ensure lightweight modularity, I developed a fully custom theme based on Understrap (Bootstrap 5). This “code-first” approach allowed us to ditch heavy plugins for a clean architecture, ensuring high performance and a solid foundation for future B2B portal evolutions.

Data Migration & Sanitization

Moving away from WooCommerce, I migrated products to Custom Post Types. Massive database sanitization was required to remove residual WP Bakery shortcodes. Data was normalized to ensure a clean structure, which is essential for performance and correct indexing.

New Data Architecture

The new architecture relies on ACF fields and native Gutenberg blocks. This allowed for granular technical information structuring. The transition drastically improved load times, offering the administrator an intuitive backend for content management without dirty code.

Multi-Level User Management

The system manages a public area and a two-tier restricted zone, integrated with the ERP. The infrastructure verifies client status in real-time, differentiating access between anonymous visitors, basic users, and certified partners to guarantee the security of sensitive industrial data.

Conditional Rendering

The main complexity lies in dynamic product sheets. The system detects user levels and generates differentiated technical tables on the same URL. A partner sees tolerances and details hidden from basic users, optimizing content management without duplicating pages.

Dashboard & Smart Search

The user dashboard features a step-by-step search engine to guide component selection. The algorithm combines automatic taxonomy criteria with manually defined priority keywords. This hybrid system ensures maximum precision in finding the right product among thousands of references.

Document Automation (PDF)

The download area is autonomous and secure. I implemented “on-the-fly” PDF generation: the system automatically compiles technical sheets by pulling real-time text and images from the database. This eliminates manual layout tasks and ensures downloaded documents are always up to date.

Results & Performance

The new portal is a powerful B2B tool. Thanks to the custom Mega Menu and the removal of obsolete plugins, navigation is immediate. The custom approach returned a fast, secure platform to the client, perfectly aligned with industrial logistical flows and ready for future scalability.

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The Client: Makkè Poke

Makkè Poke is an innovative entity in Mola di Bari’s gastronomic landscape. It positions itself as a fast food joint breaking the mold, offering the freshness of Poke Bowls with the speed and indulgence typical of American street food. The ironic and direct name itself suggests surprise and novelty.

Partnership: Italy SWAG

The project stems from a strategic collaboration. While the agency Italy SWAG handles all marketing, social media management (Facebook and Instagram), and communication strategy, my role was to define the primary visual identity, creating the logo that serves as the face for all promotional activities.

The Challenge: Fusion Concept

The client’s request was bold: to merge two apparently distant worlds. On one side, the “carnivorous” and substantial concept of Fast Food (Burger); on the other, the fresh and healthy concept of Poke (Fish). The logo had to communicate this dual soul without creating confusion, but rather stimulating curiosity.

Logo Design: The Bun-Fish

The creative idea was to generate a gastronomic chimera. The pictogram depicts an “impossible burger”: the upper part is the classic soft and round “bun,” while the lower part transforms into the stylized silhouette of a fish. It is a perfect visual synthesis of the venue’s culinary offer.

“Soft” and Tasty Typography

To accompany such a playful icon, I chose fonts with soft, rounded lines. This typographic style not only improves readability on signage and social media but subconsciously evokes the fluffiness of bread and the gentleness of hospitality, making the brand friendly and accessible to everyone.

Palette: Nature and Taste

The color choice was guided by color psychology applied to food. Bright Green immediately recalls the freshness of vegetables, avocado, and the “healthy” aspect of Poke. Warm Brown evokes grilled meat, toasted bread, and earthy substance, balancing lightness with taste.

Brand Versatility

A fast-food logo must live everywhere. The design was studied to be extremely versatile and readable even in small dimensions. It works perfectly both as an icon for the social profiles managed by Italy SWAG and printed in large formats on the shop windows.

Packaging Design

The real test for the logo was its application on consumables. I managed the brand’s adaptation onto Poke Bowl packaging and cups. The logo becomes a seal of quality accompanying the customer during the meal, turning every takeout package into an advertising vehicle on the city streets.

Results & Achievements

The Makkè Poke logo hit the mark: it is memorable, ironic, and perfectly describes the venue’s hybrid menu. The strong visual identity provided Italy SWAG with a solid foundation for social campaigns, contributing to the launch’s success and immediate brand recognition in Mola di Bari.

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