Flightpath is a Canadian-based private executive jet charter and management company specializing in providing bespoke aircraft management and luxury private air travel experiences, for business or leisure.
UX/UI DESIGN | PHOTO EDITING
OVERVIEW
Flightpath was seeking a more elevated and engaging redesign of their website to enhance its usability and better reflect its positioning as a luxury aircraft management company. Working with a team of 5, I was involved in developing the redesigns for the homepage, aircraft services page, and private flights page—implementing a seamless user experience as well as ensuring the website was optimized for mobile.
PROBLEM
Flightpath’s old website functioned primarily as a landing page, lacking a Unique Value Proposition and an effective customer journey to guide users to their desired services. Additionally, Flightpath found that they were inundated with inquiries through email on aircraft availability for their private jet charters which resulted in a substantial increase in their bounce rates.
DESIGN PROCESS:
UX/UI WEBSITE AUDIT
As a team, we kickstarted the design process with an in-depth onboarding session where we dove deep into Flightpath’s brand aspirations and vision for the redesign of their new website. We then began to conduct an extensive website audit and competitor research in order to uncover opportunities for improvement, as well as developing a unique customer journey that could set Flightpath apart from their competitors.
Pictured above: a quick glance of the UX/UI audit of Flightpath’s old homepage
DESIGN PROCESS:
LOW FIDELITY WIREFRAMES
Building on the insights from the website audit and competitor research, I discovered that there needed to be a bigger focus on the functionality and user flows of the website to enhance the customer journey. Through the website audit, we were able to narrow down on the main issues we needed to improve on the website.
Pre-redesign, one of the main issues of the website was that majority of users wanted to inquire about aircraft availability and booking charters. Hence, when creating the low-fidelity wireframes, we made sure that we prioritized finding and booking flights as the main call to action for the website, along with providing more information on the aircraft services.
DESIGN PROCESS:
POST PRODUCTION AND
HIGH-FIDELITY DESIGNS
Our Creative Director and Art Director then planned a multi-day film and photography shoot on location of Flight’s private jet hangar in Montreal, where I was responsible with the post production of the photography for the redesign of our website.
As a team, we shaped the wireframes into high-fidelity designs, updated the colour palette, typefaces, and custom copy that resonated with their brand identity. I was also involved in ensuring that the website was optimized for mobile and conducted meticulous quality assurance testing once the website was handed over to the development team.
When we set out to redesign Flightpath's website, our main goal was to make it easier for users to navigate through the website and increase the effectiveness of their customer journey. To achieve this, we incorporated a top-level navigation bar, rather than a hamburger navigation menu, in order to allow users to find exactly what they were looking for upon first landing on the homepage.
Additionally, to decrease the amount of email inquiries on aircraft availability, Flightpath resourced FlyEasy, which is a software platform that provides custom tools to implement search engines that can allow users the ability to request and search trip pricing and aircraft availability. Implementing this tool allowed us to push forward the call to action of booking flights for users which was one of the main issues when we first audited the website. We also incorporated a section to highlight the key reasons why a customer should use Flightpath on the home page, which was one of the missing elements on their previous website. This allows customers to better position Flightpath as a luxury aircraft management company.