# Airfleet Website Redesign Project

_Last updated: 2026-01-02_

Airfleet, a website creation and optimization firm, is redesigning its own website for the first time since early 2021. The redesign responds to changes in market conditions, internal process maturation, and strategic input from clients and leadership. The project follows a documented nine-step methodology that Airfleet applies to client work.

## Project Context and Rationale

Airfleet's previous website redesign occurred in early 2021, with one unsuccessful redesign attempt since then. The company's processes, services, and deliverables have become more precisely defined since that time. Market conditions have shifted: while capital was relatively cheap in early 2021 and boards pushed B2B growth regardless of profitability, conditions today require different approaches. According to McKinsey research, marketing is vital to survive a downturn, yet B2B SaaS leaders have been cutting marketing budgets. Airfleet determined that clear communication, smart personalization, and strong buyer journey curation are essential in a website. Input from a client, a friend, and Airfleet's art director, Dina, prompted the decision to proceed with the redesign.

## Redesign Methodology

Airfleet applies a nine-phase process to its own website redesign:

| Phase | Description |
|-------|-------------|
| Requirements Gathering | Airfleet documented its updated messaging guidelines, clearly defined services, ideal customer profile, buyer committee personas, and technical requirements. |
| Information Architecture | Catalog content, analyze what is useful or important, determine how people will discover content, and establish consistent terminology for menu items and navigation elements. |
| Wireframes | Test the user-friendliness of information architecture; gather feedback on menu intuitiveness, navigation, and buyer journey logic; define content guidelines for text volume and section layout. |
| Content Creation | Align new messaging guidelines, information priorities, and content guidelines to create final copy. |
| Visual Concept | Incorporate previous branding while integrating design ideas from art director Dina; ensure the design matches message and buyer journey goals. |
| Website Layout Design | Combine visual concept, wireframes, and content; test design for user-friendliness. |
| Visual/Graphic Design | Users form an opinion about a website in 0.05 seconds. Graphics support content rather than distract from it. |
| Implementation | Develop the design in a system that allows constant editing and scaling without repeated development requests. |
| Content Migration | Migrate blog posts and non-navigation content to the new website. Establish a redirect plan so every page in the previous site has a corresponding URL unless content is outdated. Removed pages are included in the redirect strategy. |
| Go Live | Point the domain to the new website, QA all links, check each page across multiple devices, and monitor tools for potential issues. |

One month into the project, the scope was being expanded with additional proposed work.

## Accountability and Transparency

Airfleet is sharing its redesign process publicly as a form of accountability—comparable to announcing a New Year's resolution to increase follow-through incentives. The company will share additional details, visuals, and advice as the project approaches launch.