VISTAJET
Redesigning VistaJet’s website to elevate
luxury, clarity, and usability.
2025 - Poppins Agency
The Context:
VistaJet is a global private aviation company offering on-demand and membership-based flight services to high-net-worth individuals and businesses. The website acts primarily as a marketing touchpoint, communicating the brand’s luxury positioning while introducing users to VistaJet’s benefits and bespoke approach to private aviation.
The Challenge:
The existing experience contained dense content and competing messages that diluted the brand’s premium feel and made the service offering harder to understand. There was an opportunity to simplify and curate content without losing important information; creating a calmer, more considered digital journey that aligned with VistaJet’s bespoke, high-touch service offering.
Solution:
The redesigned website elevates VistaJet’s digital presence by reducing clutter and prioritising editorial storytelling, immersive imagery, and considered pacing. By treating the website as a luxury marketing experience rather than a transactional platform, the redesign reinforces exclusivity while clearly showcasing VistaJet benefits. Users are guided toward direct contact, aligning the digital journey with VistaJet’s bespoke, concierge-led service model.
NOTE: This website is currently being built and not yet live.
User Story
As a prospective VistaJet client discovering private aviation, I want a clear, refined understanding of VistaJet’s offering and what sets it apart, so I feel confident engaging in a personalised conversation.
Project goals
Elevate the luxury experience by reducing visual and informational clutter while maintaining a premium aesthetic.
Clarify the membership model through simplified content and progressive disclosure.
Encourage high-intent enquiries by positioning contact as the primary conversion action, supporting bespoke service.
To inform the redesign of VistaJet’s website, we conducted a combination of stakeholder interviews and competitive website analysis.
Stakeholder research
We ran 30-minute qualitative interviews with representatives from International and US Sales teams, Brokers, Partnerships, and Marketing. Each department shared what works well and what doesn’t from their perspective, highlighting how their clients interact with the site, what information they need, and how VistaJet’s offerings are communicated.
Competitive and website analysis
We reviewed VistaJet alongside competitors NetJets and Flexjet. VistaJet performed well visually, with no critical flaws, but was a middle-performer overall. Small inconsistencies in template use, content flow, and navigation limited the clarity and effectiveness of the site. NetJets excelled in Membership/Programs, Fleet, and user journeys, thanks to consistent templates, clear content grouping, streamlined navigation, and regionally tailored messaging. Flexjet presented strong visuals but struggled with clunky navigation, inconsistent templates, and less engaging content. We also captured themes from comparator sites that could inform improvements for VistaJet.
UX Research
DISCOVER AND DEFINE
_
Key Findings
-
The website functions best as a conversation starter, supporting sales, brokers, and partners rather than serving as a fully transactional platform.
-
Content density and inconsistent messaging made it harder for both internal teams and clients to quickly understand the membership model.
-
Streamlined, luxury-led presentation is essential to reinforce VistaJet’s premium positioning.
-
Navigation, page templates, and information hierarchy could be optimised to guide users through the site more confidently.
-
Competitor analysis highlighted opportunities for clearer content grouping, consistent templates, and regionally tailored messaging, improving both usability and brand perception.
Based on these insights, the IA was redesigned to prioritise brand storytelling, membership education, and contact-driven conversion. Redundant or low-value content was removed, templates were standardised, and navigation was simplified to guide users through a calm, coherent experience. Membership information was introduced progressively, allowing users to explore the offering without being overwhelmed, while clearly directing them toward contacting VistaJet for a bespoke, high-touch solution.
Information Architecture
_
IDEATE
Wireframing and Prototyping
Low- and mid-fidelity wireframes mapped hierarchy and user flows. Interactive prototypes tested navigation and key contact points with stakeholders, ensuring clarity and alignment before moving to visual design.
Visual Design
The visual design shows VistaJet’s luxury positioning while improving clarity and usability. A refined colour palette, consistent typography, and purposeful use of white space elevates the premium aesthetic. Imagery and editorial elements were curated to tell the brand story and highlight benefits without cluttering the page. Components and templates were standardised across the site to ensure cohesive design and seamless navigation, creating an experience that feels both aspirational and intuitive.
