Avjet Routing

Avjet Routing was a leading service provider for needs of the private and corporate aviation. Expertise, combined with bespoke services, made them a prime choice for the discerning client.

My mandate at the company was help with their entry into the North-American market. In my role as a Senior Designer, I implemented a basic design system and updated the company’s style guide, improved various internal documents, prepared promotional materials bearing the company’s “Aviation Jet Routing” Canadian branding and modernized the company’s website.

I was also in the process of redesigning the company’s mobile app, an invaluable tool that allowed it’s clients to easily check the status and get updates on their flights. Unfortunately, that’s when COVID hit and led to permanently grounding the business.

print ads for industry magazines

promotional merchandise

For the website redesign, I started by updating the installation of the company’s existing WordPress-based website, lowering load times and boosting security. I then made improvements to the typography and introduced other minor changes to boost usability, particularly on mobile.

Going through the site’s content helped me become more familiar with the company’s role in the aviation field and how it presented itself to its clients. This, coupled with competition research and user interviews, informed me of what changes would be necessary to the site’s information architecture and in what direction I should take the new design.

homepage redesign

Shortly after joining Avjet, I sat for interviews with the company’s management to get an impression of what their clients are like. I built preliminary user personas and organized a client satisfaction survey in which recipients were also asked if they would be interested in answering additional questions to further improve the services. With the help of those willing to participate further, I was able to validate the personas and gain more insight.

Avjet Routing user personas

The information architecture of the new website took into consideration the company’s goals, analytics data gathered from the old company site, insights from user feedback and profitability of the services offered by Avjet.

new website structure

After preparing wireframes and getting a sign-off on the different elements and their position throughout the site, I proceeded with the work on high-fidelity prototypes.

Interactive prototype for the Avjet Routing site redesign (screenshot)