The project started with interviews with the various internal departments from marketing to sales and charter. I then carried out a competitor/comparator review looking at the old VistaJet website and direct competitors, but also drawing on best practice from luxury/concierge type companies.

The findings and recommendations from these then lead to redoing the information architecture, followed by wireframes and prototyping, and supporting the designers.

Main challenges were around the uniqueness of the offering and sales process - you had to give a sense of what is possible and invite a consultative conversation rather than include a “buy now” button, geographic differences, treading the line between the membership and charter sides of the business.