# Airfleet Website Redesign: Wireframing Phase

_Last updated: 2026-01-02_

During Phase 2 of the Airfleet.co redesign, wireframing prioritizes usability and function by mapping the buyer journey before adding specific content or brand visuals. Wireframes guide users through sales sequences by calculating messaging goals, buyer pain points, user journey stage, and required information to inform element sizing, button placement, and content hierarchy.

## Overview of Wireframing in the Redesign Process

Wireframing is the art of guiding users through a sales journey. Although end users often deviate from planned paths, wireframing requires understanding the client's goals, what the client wants to communicate, and how that would work as a user interface.

During Phase 1 of Airfleet's redesign process, CRO experts created a page manifest, information hierarchy, taxonomy, and navigational schema. The creative team then collaborated with CRO experts in parallel during wireframing to incorporate elements from the information architecture into wireframes.

## Requirements Gathering for Wireframes

Content must dictate design. To create a compelling website, Airfleet's team needed to know:

- Key differentiators from competitors
- How Airfleet typically wins in head-to-head deals
- What pain points drive potential customers to research a solution
- Who comprises the typical buyer committee and what roles they play

With this groundwork, the team established a map by parsing information into sections and reconstructing content to fit web usability standards.

For Airfleet, the requirements gathering confirmed that the team and founder Elad agreed on how to represent Airfleet to potential customers. The goal was to prove expertise by communicating processes with absolute transparency, avoiding fluffy terminology and empty promises. Airfleet prioritizes professionalism through beautiful, functional design and plain statements about what the company does and knows.

## Information Architecture and Wireframe Elements

The creative team works on wireframe design while CRO expert Alistair Fairweather refines technical information architecture aspects such as URL schema and link building. When suggesting page layout options, the team has a page manifest and solid understanding of website taxonomy.

Using the page manifest, website taxonomy, brand guidelines, marketing and messaging goals, and understanding of the client's pitch deck, the team proposes design options for core pages. For a solution page, typical elements include:

- Navigation
- Hero section
- Testimonials
- Product descriptions (often multiple)
- Case studies
- Calls-to-action (CTAs) and navigation to related pages
- Main CTA
- Footer

The team selects appropriate elements from the wireframe tool, then forms proposed layout options as full-page layouts. Throughout wireframing, multiple options are presented with detailed discussion of how each meets goals differently, guiding the client toward the solution offering the best experience.

## Design System and UX Guidelines

Airfleet uses a design system that has become a standard part of the process for every client. The system ensures consistency in all design elements, provides complete control and visibility on styling, and allows website scalability. The tool serves as a starting point to discuss ideal user experience while innovating through design to meet user needs intuitively.

Some guidelines are followed more closely than others. Elements like padding, margin pixels, and device screen dimensions help development and site management without impacting final user experience. Airfleet maintains a Notion page detailing its design system with callouts generally followed in Figma, including sizing for canvas frame, outer frame, background image, inner frame, grid frame, layer labeling, images, text, and color standards.

## When Wireframing Is Complete

Many iterations of wireframing occur before the website is built. Airfleet continues to adjust and guide clients toward the best design supporting a seamless buyer journey.

For Airfleet's redesign, the goal was to embody latest trends in B2B website design. Current trends show companies prioritizing user experience and creating interactive websites, with fewer diagrams and explainer videos and more straightforward descriptions of what people get and how it benefits them.

Airfleet aimed to balance vision with functionality and usability. Founder Elad wanted a no-nonsense communication style regarding product offerings and expertise, focusing on what Airfleet does and how well it does it. This initially favored text and bullet points. However, end users have subconscious standards and visual preferences. The team balanced Elad's preference for direct communication with usability improvements, evolving designs from text-heavy layouts to versions incorporating visual elements.

Wireframing is not complete until the website is live. A website should constantly evolve with the expectations of potential buyers, product changes, and go-to-market strategy updates. In other words, a website is never done, and returning to design tools for refinement is always an option.

## Related Phases

This phase builds on Phase 1, which established information architecture including the page manifest, information hierarchy, taxonomy, and navigational schema. Phase 3 will address messaging and visual identity changes.