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Case studies

Case studies

Real company problems, told in business language: what was happening, what it cost, what was done and what changed. No client names and no sensitive technical details.

The FH Tecnología case studies are real, anonymised projects by Felipe de Mello Hernández in technical audits, security, e-commerce, measurement and automation with artificial intelligence. Each follows the same structure: problem, business impact, solution and measurable result or, when there is no verifiable figure, the change observed.

Audits and performance

What a technical audit usually finds.

Before redesigning or investing in campaigns, it pays to know what state the website is in. These are the findings that keep coming up.

Case 1 · Full technical audits

Corporate websites with faults the business cannot see

Problem. Sites that "work" but carry an outdated PHP version, failing Core Web Vitals, URL changes without 301 redirects, SSL certificates about to expire, unauthenticated SMTP (zero emails delivered), caching inactive despite the plugins being installed, and WP_DEBUG enabled in production.

Impact. Forms that never arrive, rankings lost with every migration, risk of downtime from the certificate and a slow experience on mobile.

Solution. An audit with an Excel checklist organised by area (security, SEO, performance, legal, infrastructure) and a corporate report with priorities, effort and an owner for each fix.

Result. A list of fixes ordered by impact that the team can carry out and verify point by point. [COMPLETAR: improvement figure for Core Web Vitals or delivered forms in a specific case, if it can be published]

Case 2 · Security in a PrestaShop store

An exposed file manager and a cron job hiding the problem

Problem. A security audit surfaced two warning signs: a file manager entry point reachable without authentication and a scheduled task that periodically overwrote folders, which could hide potentially malicious code.

Impact. Risk of access to the store's files and of silent reinfection after every clean-up.

Solution. Behaviour analysis, closing the unauthenticated access, reviewing the scheduled tasks and a hardening plan. The technical details are not published for security reasons.

Result. Reduced attack surface and a documented periodic review procedure for the owner.

E-commerce and measurement

When the problem sits between two systems.

Payment gateways, analytics and cookies almost always fail at the boundary between tools. That is where you need someone who understands both sides.

Case 3 · WooCommerce and Redsys

Successful payments the store never recorded

Problem. The Redsys server-to-server notification, the one that confirms the payment, was being blocked by Cloudflare before it reached WooCommerce.

Impact. Real charges with orders stuck in pending status and customers left waiting.

Solution. Identify the block in the logs, allow the gateway's legitimate origin and verify the full cycle with test orders.

Result. Orders confirmed automatically on payment.

Case 4 · Events that never reached GTM

Conversions invisible in analytics

Problem. Contact Form 7 submissions were not firing events in Google Tag Manager because a server-side redirect cut off execution. In another project, a booking system built on Stripe did not expose the final price to the data layer.

Impact. Campaigns optimised on incomplete data and decisions made blind.

Solution. Redesign the submission flow to fire the event before the redirect, and capture the booking system's price with a MutationObserver that pushes it to the dataLayer.

Result. Conversions and value measured reliably in GTM.

Case 5 · Cookies and mini cart

The cart showed 0 products with consent enabled

Problem. In a WooCommerce store using CookieScript, the consent manager blocked the cart cookies until the user accepted, and the mini cart showed zero products.

Impact. Sales lost to a badly applied legal configuration.

Solution. Manually classify the cart cookies as strictly necessary, which is what they are, and check the behaviour in every consent state.

Result. A working cart from the first visit without giving up compliance.

Automation and AI

Less manual work, with a person in charge.

Artificial intelligence adds value when the before and after are measured and when someone approves what goes out to customers and money.

Case 6 · From Figma to WordPress with Claude

Building pages in Elementor without spending Figma API calls

Problem. Moving designs from Figma to WordPress by hand takes hours, and the Figma API has usage limits.

Solution. A workflow with an export plugin in Figma and import into WordPress through Claude connected via MCP (Novamira), without consuming the Figma API.

Result. Pages built in Elementor from the design, with human review of the output. [COMPLETAR: average time per page before and after]

Case 7 · AI department in an agency

Proposal for an in-house AI and automation team

Problem. A marketing agency with dozens of repetitive processes and nobody in charge of automating them.

Solution. A proposal for an in-house AI and automation department, and exploration of an AI calling platform for lead generation that combines WordPress, Laravel, n8n, Ultravox (voice) and Apollo (prospecting).

Result. Roadmap and prototype of the platform. [COMPLETAR: current status of the project]

Case 8 · Automating a one-person company

Quotes, invoices, Drive and replies with Claude

Problem. A single-owner company losing hours on quotes, invoicing, filing and repetitive replies by email and Instagram.

Solution. Automation with Claude: generating quotes and invoices, organising Drive, a control dashboard, automatic replies with human approval, and later SEO/GEO, campaigns and return measurement.

Result. The baseline was measured before starting and is compared month by month. [COMPLETAR: hours saved per month and trend in enquiries]

Strategy

I also think about the business, not only the system.

My MBA final project was IberoCapsule Hotel: an eco-friendly, technology-driven capsule hotel concept, halfway between a hostel and a hotel, with an expansion plan for Madrid, Barcelona, Seville, Zaragoza and Valencia. Market analysis, business model and financial feasibility using the same frameworks I apply to client projects: PESTEL, SWOT and CAME, Porter's five forces, Business Model Canvas, key indicators and investment analysis (NPV, IRR, payback).

  • Problem before tool. Every case starts with what it costs the business, not with the technology.
  • Measure before and after. Without a baseline there is no result to show.
  • Person in the loop. Automation prepares; someone approves.
  • Confidentiality. No case carries a client name or any detail that could compromise their security.
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