Before & After: Women in Aviation, International Website Redesign

Insight

by Danielle Moore, 7.10.2019

Women in Aviation, International (WAI) is the largest and fastest growing nonprofit aviation organization that has been networking, educating and mentoring its more than 10,000 members worldwide since 1990.

The association is a place for members striving for careers in the aviation and aerospace industries to continue to grow as professionals. However, while its members were ready to elevate their careers, WAI’s website didn’t cater to this user need.

A newly redesigned website would be a nonstop flight catered to all members across all career levels.

WAI was in pursuit of a website redesign that would empower the younger aviation community, including students, with high energy. While a majority of the members are established professionals, nearly 15% of its members are students. A newly redesigned website would be a nonstop flight catered to all members across all career levels. To achieve these goals, Beyond Definition (formerly Bates Creative) worked with WAI to reflect its brand mission with a website redesign and worked with a web partner for back-end integrations and website development.

Women in Aviation, International Website (Before Redesign)

Before Redesign

After Redesign

Just like taking flight in an aircraft, WAI wanted its website to get members where they needed to be along the most efficient route possible. WAI’s classic website was a marketing tool to educate visitors about its programs and membership opportunities, but also a portal for current members to log into their respective chapters. With this in mind, we kicked off the project with a website audit to explore how our team could streamline WAI’s website experience into a seamless flow for visitors.

Following the evaluation, we narrowed the website focus into three areas for all website visitors: joining/donating to the association, conference registration/scholarship applications, and a networking tool for members to engage with.

Similar to taking flight in an aircraft, WAI wanted its website to get members where they needed to be along the most efficient route possible. WAI’s classic website was a marketing tool to educate visitors about its programs and membership opportunities, but also a portal for current members to log into their respective chapters. With this in mind, we kicked off the project with a website audit to explore how our team could streamline WAI’s website experience into a seamless flow for visitors.

Following the robust discovery process, our team of strategic thinkers narrowed the website focus into three main conversion goals areas for the new website: joining/donating to the association, conference registration/scholarship applications, and a networking tool for members to engage with.

Similar to taking flight in an aircraft, WAI wanted its website to get members where they needed to be along the most efficient route possible.

We drew inspiration for the website’s color palette from WAI’s classic logo design. Hues of light and dark blue and an orange pop color are complimented with white space to modernize the association’s digital stance. Specific calls-to-action are given priority with different colors to draw the visitor’s eye to areas within the website as well as external links, including social media.

The typography is a clean sans-serif to create hierarchy throughout the website’s navigation. This gives a sense of consistency to the user interface without having multiple elements to distract visitors from the featured content.

WAI’s redesigned website allows users to find chapters both internationally and domestically on the site, generate more leads by optimizing the website’s SEO, eases management for WAI leadership boards and more. Members are now stored as users with a specific role through the Drupal CMS.

For WAI, we reimagined the website’s presence as a networking, recruiting and educational tool for the association’s continued growth. Visit WAI’s website to explore its association’s redesigned digital presence.

Danielle Moore

Danielle Moore

When it comes to the sphere of communications, Danielle simply loves the art of content creation—advertising, journalism, marketing, you name it. As content strategist and copywriter, Danielle is passionate about sharing messages that drive a branded impact.

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