AviLease is a sustainable aircraft lessor to commercial airlines. AviLease was launched in 2022 and offers leasing, trading and asset management services. Their headquarters are in Riyadh, Saudi Arabia.
Problem:
AviLease has developed a basic corporate website through Wordpress, but the content is static and informative mostly. They would like to attract more users to the site and improve UX and UI on the website and better display their offerings.
The website should be a depository for information about the company’s businesses and services and have an international audience in mind, and convey an image of trust and reliability to the user. All online solutions must be developed to support both English and Arabic language content.
Outcome:
Project proposal and hi-fi wireframes were delivered to client, but direct feedback is limited. Upon analysis of their current website, which has some improvements to their previous one, image quality and overall presentation of company information has been improved.
The current website lacks accessibility options and language options in English, Arabic and Chinese which were requirements in the RFP. Small animations have been added to the website to improve user engagement and the overall design is more professional and organized.
This website still seems to be built on Wordpress and changes might have been in-house rather than being outsourced to a vendor or agency, such as Crafton, my employer at the time.
Additionally, social media options are limited as only LinkedIn is listed as a possible source for following the company.
Pros: The Press & Media section is up-to-date and gives industry credibility and relevance to the company.
Methodology
Research and competitive analysis with leading aviation leasing companies was conducted.
Benchmarks and recommendations are used as guidelines for the PoC wireframes and industry best practices. They are shared below.
BBAM
AERCAP
Design Thinking for PoC Wireframes
Design decisions of each frame of the PoC are listed on the left-hand side of the slide.
Hi-Fi Wireframes
Tools:
Figma
Reflection:
What did I learn?
A priority that became apparent during the redesign process is to convey trust and credibility through aesthetics and storytelling. Including a Press & Media section shows public trust in the company and product. Video and HD photo bring the company mission and vision to life and allow for easy communication with the user. Including a Partners page further enhances a perception of trust in the wider aviation industry.
What were my challenges?
Since the industry is niche, it is difficult to find users to test the PoC. Access to stakeholders - pilots & corporate decision-makers is limited as they are difficult to aggregate and locate in the average population. After submitting the proposal, the team is not given feedback from AviLease in the form of improving the PoC. It is simply selected or not.
How would I improve it in the next project?
Consider the additional consultation of a marketing professional as traffic to AviLease’s website may be improved by SEO.
