B2B & B2C
Uniting a Brand and Creating a Robust Website Experience
CHALLENGE
Planes had organically grown from a local moving company into a global transportation provider across four verticals with distinct B2B & B2C audiences. With this growth and fragmentation in their business units, Planes needed a comprehensive and seamless site experience that united the brand and addressed the needs of their various audience segments.
APPROACH
We employed a robust, customer-focused process to merge the sites to help the user experience.
Key steps included:
- Mapping priority features and functionality for each audience
- Developing customer personas and use cases to inform requirements
- Designing an intuitive site architecture and sitemap
- Conducting user testing to optimize navigation and experience
- Curating unified content that reinforced the core brand story
- Implementing a migration strategy focused on continuity
WHY IT WORKED
This systematic approach ensured a consolidated site that met diverse needs. The relentless focus on customers guided strategic decisions at each step rather than technology limitations. Iterative design and testing reduced risk while enhancing experiences.
Commercial Impact
A future-ready website that tells a cohesive brand story while still addressing unique B2B and B2C priorities.
By bridging all these former disconnected sites and instituting tracking, Planes is positioned to compete from a place of unity and strength.
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