Advanced Air Charters

Sky High Goals

Advanced Air’s strategy to expand their business came through three product types: the first was standard private flight booking; the second allowed customers to save on ticket prices by connecting with other flyers and splitting the cost; the third was allowing operators to sell seats on “empty legs”, flights that are necessary to get the plane to the right airport, but don’t have any seats booked. In speaking with stakeholders, it became clear that we would have to communicate the advantages and restrictions of each journey type without focusing too much on the behind the scenes business rationale.

User Onboarding to Passenger Boarding

Our solution to the problems facing Advanced Air was to create an online booking portal that educated users about the different types of travel and allowed them to easily navigate between the options.

User & Competitor Research

Once we had a good understanding of the process Advanced Air would have in place, we spoke to users. What became clear from those conversations was that the airline had a complex product that their customers weren’t familiar with. Our design would have to translate those technical business requirements into a language that users could understand, highlighting the most relevant differences they would need and cutting out the rest. Because the paths diverged from the point of the booking widget, it was essential that we get our user flows right from the beginning.

User Experience, Interface Design & Branding

To create a cohesive look, we started with a design system. We kept the feel light and airy, taking advantage of sky blues and tall display type. We also paid special attention to negative space to ensure that everything would stay in its own place without the need for any heavy lines to differentiate bodies.

With the design system in place, we set about laying out the site. The booking widget was of particular importance. It was absolutely vital to take a modular approach here because of the various different parameters that users would need to enter to retrieve relevant flight information. Along with the booking widget, we’d need to be sure we could pack all of the necessary information into our flight cards to ensure they told users everything they needed to know while remaining scannable.