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Design

Turning Customer Intent into Action: A Digital Front Door Redesign

Turning Customer Intent into Action: A Digital Front Door Redesign

Operating the world’s largest network of private aviation terminals, our client delivers a premium, service-first experience for customers. But its information-rich website often routed users toward phone and email workflows for common tasks like finding a Fixed Base Operator (FBO), exploring services, or initiating reservations, creating friction for customers and added manual effort for internal teams. Leadership wanted to reduce that friction and create a stronger bridge between digital experiences and business operations. UDig partnered with our client to reimagine the site as a more functional, scalable entry point, improving usability and clarity today while setting a clear direction for broader modernization across the ecosystem. 

How We Went from Ideas to Impact

  • The Idea

    Our client delivers a premium, service-first experience on the ground, but its website didn't consistently translate that into clear digital paths. The idea: evolve the site from information-first to action-first, making it easier to find an FBO, explore services, and start a reservation.

  • The Process

    Discovery aligned stakeholders around how customers actually engage with our client and where manual workflows created friction, using workshops, SME input, and site data. From there, the team designed a modular, scalable experience with task-based navigation, dual FBO discovery, and flexible templates.

  • The Impact

    The redesigned experience better reflects our client's premium service by making it easier for customers to take action online. Clearer pathways reduced friction and created a stronger bridge between the digital experience and the business operations behind it.

The Idea

From Brochure to Business Tool

Our client delivers a premium, service-first experience to private aviation customers around the world. On the ground, that experience is personal and seamless, while also operationally complex. 

Although the public-facing website offered comprehensive information, customers often didn’t have a clear path forward. Those looking to find an FBO, explore services, or begin a reservation often ended up picking up the phone or sending an email. That meant manual work, duplicated efforts, and systems that needed to scale with the business. 

Leadership knew modernization was necessary, but the starting point needed to be focused and achievable. The initial ask was straightforward: refresh the pre-login website experience. The real opportunity, however, was more strategic. UDig envisioned transforming the site from a static marketing channel into a useful tool supporting customer actions, thus laying a foundation for broader digital transformation across the ecosystem. 

UDig partnered with our client to do exactly that: Reimagine the website as a functional, future-ready entry point to the experience. It should reflect the company’s industry leadership today and support where the business is headed next. 

The Process

Alignment Before Acceleration

UDig began with a discovery phase designed to surface real user behaviors, operational constraints, and organizational priorities. With an aggressive timeline, discovery focused on alignment and clarity. 

The team facilitated in-person workshops that brought business leaders, IT stakeholders, and subject matter experts into the same room. These sessions served to both uncover insights and create shared ownership. Conversations went beyond surface-level requirements to explore how customers interact with the business, from owner-operators landing and calling an FBO to fleet operators and managed services customers navigating more structured workflows. 

To ground design decisions, UDig analyzed existing site usage data and performance metrics, supplementing quantitative insights with deep institutional knowledge from internal teams. This approach revealed key friction points, including heavy reliance on manual reservation processes, limited digital pathways for common customer actions, and fragmented navigation driven by competing internal priorities. 

From there, the team shifted quickly into design. The goal wasn’t just to improve aesthetics but to make the site more usable, more scalable, and better integrated into business operations. 

Key experience decisions included:

  • Task-based navigation that prioritizes what users need to do, not just what the client offers 
  • Dual FBO discovery through both map and list views, supporting different user preferences and use cases 
  • A modular homepage and mega-menu, allowing the client to highlight services, promotions, and programs without redesigning the site or overcrowding the interface 
  • Above-the-fold utility, balancing the desire to showcase multiple offerings while keeping the experience clear and focused 

Designs were delivered iteratively in two-week sprints, enabling fast feedback and steady progress. UDig produced pre-login and post-login page templates, dashboard concepts, loyalty and notification features, and supporting UX strategy documentation — all in Figma and ready for development. 

Throughout the engagement, the team kept one eye on the future. Recommendations addressed scalability, analytics, and data strategy, including the need for more holistic tracking across pre- and post-login journeys and a CMS foundation capable of supporting long-term growth. 

This wasn’t just about solving today’s website problems. It was about designing a platform the client could build on. 

The Impact

Clear Digital Paths from Browsing to Booking

The result was a transformed website experience that streamlined the user experience and aligned it with business operations. The new design supports real customer actions, reduces unnecessary friction, and better reflects the premium service delivered across a global network. 

Just as important, the engagement created alignment. Business and IT teams left discovery with a shared understanding of priorities and a clear digital direction. The new website roadmap laid the groundwork for a bigger operational vision starting with clear, executable steps forward. 

Operationally, the work began shifting reliance away from manual, phone- and email-driven workflows by giving customers clearer digital paths to start their journeys. Strategically, it established a foundation for broader modernization across post-login experiences, internal tools, data, and analytics. 

What started as a “website facelift” became a catalyst. By focusing on real user needs, operational realities, and future scalability, UDig helped our client take a meaningful step toward a more connected, efficient, and customer-centered digital ecosystem worthy of the industry leader it is. 

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