Aircraft Bluebook
Redesigning the aviation aircraft valuation and web marketing experience
Note: To comply with an NDA, I have omitted and replaced confidential information, including the company name.
Project Background
Context
Aircraft Bluebook is the premier choice in the aviation industry for dependable aircraft valuation data
For over seven decades, Aircraft Bluebook has been identifying and pricing over 3,000 used general aviation aircraft and helicopter make and models in the United States. Their bluebook is widely used in the aviation industry by finance professionals, aircraft owners, fleet managers, and more, for their reputation for accuracy and reliability. While ABB maintained a strong presence, they recognized the need to modernize their valuation page and marketing website to better reflect the cutting-edge nature of the aviation industry.
Problem
A revamp of their online presence with a modern, user-friendly interface
ABB approached our team for a complete redesign and development of their marketing site and their enormous web platform, which hosts millions of rows of data going back almost a century. The goal was to create a sleek, intuitive, and future-ready interface that would attract new users while maintaining the trust of their existing audience.
Role
As a product designer, I collaborated with a senior product designer, a lead designer, and ABB stakeholders . My primary focus was on creating the responsive interfaces for the marketing site which consists of eight key pages: Sales Report, Specifications, User Guide, Product, Staff Page, Contact Us, Help, and Glossary.
Auditing the Existing Design
Identifying potential design flaws and usability issues of the existing design
To assess the needs and priorities of the new design, we carried out a thorough audit of the existing interface based on accessibility and usability principles.
Original Sales Report Page
Design Principles
The audit helped us shape the design pillars moving forward
Design Process
Collaboration
Stakeholder involvement was crucial in aligning design decisions with business goals and user needs
Daily meetings with stakeholders and the design team allowed us to share progress, brainstorm ideas, and refine our approach based on feedback. Since we did not have direct access to users, collaboration with stakeholders was essential in aligning design decisions with business goals and user needs. Stakeholders provided valuable insights based on their industry expertise and interactions with ABB’s core audience, ensuring that our design decisions remained relevant and practical.
Initial Designs
Iterations
User Feedback
The design needed to have the right balance of innovation and user familiarity
During the broader stakeholder review, a few stakeholders voiced that while the dark mode design aligned with a futuristic vision, they felt it strayed too far from ABB’s original website, potentially alienating their loyal users. To maintain user loyalty, we needed to implement a more approachable design that would help our existing customers transition smoothly to the updated interface.
Display Modes
Adjusting the visuals for a more approachable design
To address the visual transition concerns, we modified our approach by setting light mode as the default interface while incorporating a dark mode toggle option. This solution maintained familiarity for the existing users through the default light interface, while still providing the flexibility of dark mode for users who prefer it. The approach struck a balance between preserving the familiar user experience and offering modern design options.
Color Palette Adjustment
Reinforcing Visual Identity with Light Mode Color Adjustments
We refined the color palette to include more of the primary colors—blue, red, and yellow—from the legacy website, reinforcing familiarity. Additionally, we incorporated red "plane" detailing from the logo into the design, further strengthening the brand connection.
Final Designs
Design System
Creating a Unifying Visual Language
We developed a comprehensive atomic design system from the ground up, establishing a scalable foundation that could grow and evolve through future projects. This system unifies the visual language across the platform while enabling more efficient workflows for developers. The design system encompasses everything from basic interface elements to complex components such as data visualization charts.
Final Designs
Reflection
Lessons Learned
Balancing Innovation with User Needs
In our initial focus on creating a modern design and attracting new users, we unintentionally overlooked the expectations of ABB’s established customer base. Feedback from the broader stakeholder group highlighted the importance of balancing innovation with familiarity. This experience reinforced the importance of gathering comprehensive user insights. While stakeholder input provided valuable perspective, it should have complemented, rather than replaced, user research.