A re-design process implies dealing with complex interactions between stakeholders, especially if we are talking about a personalization re-engineered process, which can be applied to an existing web application. In this context, knowledge becomes a main factor of influence, but the tacit acquisition and application of valuable knowledge is not a simple task. Discovering new ways to achieve, share and re-use available knowledge is a key concern for improving re-design environments. To support this challenge, we address Cognitive Informatics concepts and principles that might help improve knowledge specification and communication.