Baro Helicopters is a well respected flight school in Upstate New York with pilots being given everything from online flight school to key flight hours as they progress in their training. They have years of experience and expertise in the field. As we were brought in they were in need of help to open up a new line of service which would help give work to new pilots and increase work in the off season for their pilot trainers.
Independent Helicopters has been making a name for themselves in aviation scene for decades with a world renowned owner and military veteran. She has done everything she can to increase sales, but has fallen victim to offering everything to everyone for years. She has stayed afloat because of her reputation and demeanor, but has been unable to grow her sales in the tourism sector because her website is scattered to say the least. She is looking to keep the pilot training going, but start to focus on tourism for the majority of her sales as the year begins.
We need to create a website that focuses on catering to the new demographic. We need to increase the visibility of our owner as a female owned business and her amazing personality which has been getting great praise on social media. We need to delve deep into the compartmentalizing of the two products to give the viewer a more focused approach to the user experience. We are also in need of updating the photos, visual appearance and orgainzation of the navigation as a whole to make this website increase her overall ROI.
Baro Helicopters is the only examiner qualified school in the Northeast region.
Wealthy travelers, among the top 2% of New York earners, making $577K or more per year
9 Hudson Valley companies with revenue of $3.6m or higher making frequent business trips to NYC
Special-use consumers, willing to make a considerable investment for impact during a single event, such as a wedding
No stock photography used in any of the competition sites.
Use third-party applications for check-out success and scheduling that ties into the FAA towers to soldify times based on up-to-date flight patterns.
All competition seperates their flight school and tourism into two seperate businesses to avoid confusion.
Video is the key to the majority of the competition’s success with full screen tour videos that bring the experience to life.
Financial Advisor
To feel a sense of adventure and excitement with the experience of flying in a helicopter.
To know how to book the trip. Time, flight coverage, drinks, snacks and departure area.
Know the options for additional items they can purchase to have a once in a lifetime flight experience.
Ability to buy online with time, and destinaiont planned out months in advance.
Create an application that you can schedule straight from the browser that will give them the exact time in case they are traveling outside of the state to have this experience.
Beautiful imagery and video that gives them the idea of the experience they are about to embark upon before purchasing.
34 years old
$72,000/year
New York City
Financial Advisor
Corporate climber
Loves a fitted suit with the latest style to impress anyone watching. Designer is their key accessory.
Our customers are thrill seekers and want to be able to have the time of their lives. They are not worried about the money as typically have no families yet making a good salary. Our clients are trying to show off in their purchase primarily for social media or for a client they have brought along for the ride. On-time service is their number one concern as they live a busy life.
Now that we understand the user in more depth we can start thinking about the problems they might be trying to solve. Taking the insights and needs from the empathy map, we can start digging deeper to better understand. We create point of view statements & how might we questions that will help drive the brainstorming process.
Our customers want recommendations to make sure they will impress.
Our customers want to “WOW” on social media when taking their trip
To be able to find accurate recommendations so they will kill at their next meeting.
They need to see the experience on the website to make sure its instagram worthy.
Hamilton needs to be able to find accurate recommendations because he wants to stand out.
Hamilton needs to be seen as a leader on his social media channel and to his bosses.
How might we create more recommendations to encourage Hamilton to become a loyal customer?
How might we give Hamilton an amazing experience to share on social media and come back with more clients?
Now we create the best experience and work with the best ideas and opinions. In this stage we role through every possible idea with no interruptions in order to give the room a sense of inspiration and excitement.
Focusing on the prioritized solutions, I created a site map to help define the overall structure of the content on Baro Helicopters’ website in a way that would be logically and easily accessible to its users. We need to focus on how to obtain new clientele without alienating our loyal customer bas of pilot trainees.
After understanding the problem, creating the user we can now begin to design the brand how that user will perceive it.
One of the most important things to consider about branding is that it’s usually the first thing people see when they come across your business. Very much like when you first meet a person. The first impression is what often shapes their identity. Even subtle details on a subconscious level can make the difference in whether you feel a connection to that brand or person, or not.
Hence, every touchpoint that connects you with potential clients should voice your brand. The more they know and experience about who you are, the more trust and connection they’ll feel for what you offer. No matter if you offer a product or a service.
As the branding process is taking place we start to develop out the bare bones of the website with simple frameworks to understand the user flow of the product. Creating prototypes gives the client a true understanding of the product.
Once the prototype and branding has been completed it is time to let the product out into the environment. This is where we launch the brand for everyone to view and use. We always stay with our clients after this stage because branding is about always improving throughout the life of your company.
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