Reimagining Private Aviation Booking
Overview
Jet Edge operated in a competitive landscape where leading private aviation providers were investing heavily in digital booking systems and subscription-based service models. As shown in the chart below, Jet Edge lagged behind in both technology adoption and customer booking support, relying primarily on manual processes and fund deposit models.
To stay competitive and meet rising expectations from high-net-worth clients, Jet Edge needed a mobile-first platform that would modernize the booking experience, improve operational efficiency, and align with emerging industry standards. This project aimed to close the digital gap and reposition Jet Edge toward the top right quadrant, where seamless booking and subscription-driven models define user expectations.
Problem
Jet Edge’s fragmented booking experience didn’t reflect its luxury brand image or support its marketing funnel. Internal teams juggled tools, and customers were unsure how to begin their journey.
Jet Edge’s fragmented booking experience didn’t reflect its luxury brand image or support its marketing funnel. Internal teams juggled tools, and customers were unsure how to begin their journey.
UX Approach
I led the full UX process to modernize Jet Edge’s mobile and digital ecosystem, focusing on speed, usability, and premium service delivery.
This research helped uncover gaps in user trust, mobile usability, and brand inconsistency, which we addressed through a focused redesign of the landing page funnel and mobile flow.
Discover
- Ran stakeholder interviews, user testing, and competitor analysis
- Led workshops and created proto-personas to align on user needs
Define
- Mapped information architecture and key userflows
- Developed UX strategy to streamline trip booking and checklist flow
- Aligned priorities with product and engineering in strategy sessions
Develop
- Designed modular UI system for app, portal, and in-flight tools
- Built high-fidelity prototypes and ran internal usability tests
Deliver
- Released beta mobile app, tested by 100+ users
Impact
Marketing Team
Collaborated with the marketing team to redesign landing pages and lead forms, using A/B testing and behavior analytics to guide UX decisions. The improved layouts and clearer CTAs led to a 65% increase in lead generation. The spike in qualified leads introduced new operational challenges, requiring sales and intake teams to realign resources.
Product Team
Led the UX and visual direction of Jet Edge’s mobile booking and trip management app. Worked closely with product managers, developers, and flight ops to translate complex workflows into streamlined, mobile-first experiences. As a result, the redesigned flow reduced booking time by 33%, improved handoff between departments, and enabled faster client confirmations.
Cross-Functional Collaboration
I facilitated cross-functional design workshops to align product, marketing, and operations teams around shared user journey goals. I conducted interviews with team members from sales, operations, and client services to identify key friction points across the experience. Using these insights, I created style guides and reusable components to ensure visual and functional consistency throughout Jet Edge’s digital ecosystem, including the website, mobile app, employee portal, and partner platforms.
Takeaways
This project taught me that in high-touch, luxury industries, trust and efficiency must be prioritized equally.
Designing for both internal and external users revealed hidden dependencies that shaped critical decisions.
If I could do it again, I would introduce user onboarding earlier using contextual tooltips and ensure analytics were in place sooner to track drop-off and quoting behavior. Through this process, I strengthened my skills in cross-functional product leadership, data-driven UX, mobile UI design, and service design for operational workflows.