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Project

Trip Operations Transformation

Jets Aviation

Application

Enterprise Systems

CRM

The UX magic behind +50% flight bookings with a custom dual-platform experience

Year

2021-2023

Services

Discovery & Strategy, System Architecture, Application Design, Styleguide & Design System

Problem

Jets was a mess (they'd agree - no slander here). Sales, scheduling, and finance teams were stuck in outdated systems, fragmented tools, and Excel sheets color-coded enough to trigger a migraine where business operations could no longer sustain it's growth while retaining their loyal clientele.

Solution

Instead of band-aids, a phased dual platform overhaul was needed to support how Jets actually operates - connecting siloed workflows and replacing manual processes with automation into a new integrated ecosystem that scales without sacrificing service quality.

Approach

Such a solution doesn't come from waving wands and casting spells, it requires an intentional process of becoming "one with the business".

When post-pandemic tailwinds that carried private aviation growth turned into headwinds fast, Jets needed to quote smarter and serve a demanding clientele without bloating headcount. Rather than forcing Jets into a generic CRM model, the system needed to be designed around how the business already handles complex trip logic, pricing & sourcing, and cross-team coordination.

A custom CRM (Maverick), an AI-powered scheduling hub (Phoenix), and a unified data layer rebuilt how every team sold, quoted, and served customers with clarity, speed, and accuracy.

defining moments

Discovery of an Operational Maze

Shadowed teams onsite to understand current processes, tools, and workflows where spreadsheets, fragmented handoffs, and workarounds were creating risk and slowing the business down.

Discovery of an Operational Maze

Shadowed teams onsite to understand current processes, tools, and workflows where spreadsheets, fragmented handoffs, and workarounds were creating risk and slowing the business down.

Product Architecting From Scratch

Product vision and role-based information architecture required a tailored approach to define unique organizational relationships and permissions around how the business actually runs.

Product Architecting From Scratch

Product vision and role-based information architecture required a tailored approach to define unique organizational relationships and permissions around how the business actually runs.

Designing for Systemization & Reusability

Designed the CRM from low to high fidelity, establishing core modules, creation flows, and reusable patterns that balanced data density with clarity and speed.

Designing for Systemization & Reusability

Designed the CRM from low to high fidelity, establishing core modules, creation flows, and reusable patterns that balanced data density with clarity and speed.

Validating for Post-Launch Growth

Refined designs through ongoing stakeholder feedback, adjusting priorities as requirements evolved and documenting decisions to support development, rollout, and future growth.

Validating for Post-Launch Growth

Refined designs through ongoing stakeholder feedback, adjusting priorities as requirements evolved and documenting decisions to support development, rollout, and future growth.

OUTCOMES

+50

%

Growth in flight bookings over 24 months

3 x

Faster proposal turnaround speed

+200

%

Faster customer response times across touchpoints

85 %

Quoting & sourcing accuracy with predictive analytics

+50

%

Growth in flight bookings over 24 months

+200

%

Faster customer response times across touchpoints

3 x

Faster proposal turnaround speed

85 %

Quoting & sourcing accuracy with predictive analytics

defining moments

Discovery of an Operational Maze

Shadowed teams onsite to understand current processes, tools, and workflows where spreadsheets, fragmented handoffs, and workarounds were creating risk and slowing the business down.

Product Architecting From Scratch

Product vision and role-based information architecture required a tailored approach to define unique organizational relationships and permissions around how the business actually runs.

Designing for Systemization & Reusability

Designed the CRM from low to high fidelity, establishing core modules, creation flows, and reusable patterns that balanced data density with clarity and speed.

Validating for Post-Launch Growth

Refined designs through ongoing stakeholder feedback, adjusting priorities as requirements evolved and documenting decisions to support development, rollout, and future growth.