Internal Site Design

UX / UI Case Study
NetJets x Brooks Brothers

Problem:

How do we ensure NetJets’ frequent flyers are dressed to the nines when they’re busy serving jetsetters around the globe?

Solution

Design a premium mobile first, omni-channel experience that is both flexible and dependable—just like the fleet NetJets’ Owners know and love.

Lesson Learned

Technology is incredibly powerful.

Brief

NetJets sells fractional ownership shares in private business jets. Founded in 1964, NetJets is the first private business jet charter and aircraft management company in the world.

Brooks Brothers, founded in 1818, is the oldest apparel brand in continuous operation in America. Originally a family business, Brooks Brothers produces clothing for men, women and children, as well as home furnishings.

Together they came together to create luxurious yet functional in-flight uniforms for their crew, and needed a website to sell them on.

Research & Discovery

Concerns:

How do we make it easy for each user to pick out and receive their initial allotted uniforms by the time the new dress code rolls out?

How will they know the items will fit?

How can we give them flexibility to edit their outfits, return/exchange, no matter where in the world they are located?

Payment Structure:

NetJets gives uniform allotment through points/credits that are equivalent to a dollar amount dependent on job. These points/credits were required to be used for the initial uniform allotment, and any future credits given or extra left over would be exhausted on future purchases before any other form of payment would be accepted.

Analysis

The majority of NetJet’s users would be accessing this site via mobile or tablet, and all would be various levels of in-flight crew, or a uniform coordinator.

Uniform Coordinators

Access to all in-flight employee accounts to create orders on behalf of, exchange, return items
Access to their own employee shopping account

In-Flight Crew (Pilot, Flight Attendant)

Access to their own employee shopping account
Personalized uniforms available dependent on job title

Painpoints:

Timing is everything. Users spend most of their time in the air, so they need a platform, convenience and ease that will travel with them. Flexibility, usability and accessibility needed to be of top priority both on and off line.

NetJets’ previous uniform platform made it difficult to track and utilize credits/points. We needed a way to seamlessly incorporate this into the checkout journey, as well as follow the requirement to exhaust all credits/points before accepting any other form of payment.

UX Strategy

Fit Tour

The new uniforms would be available for try-on at various locations around the world, for the crew to better understand the new fits and try on different uniform pairings. Users would be able to reserve their uniforms at each station ahead of site launch, through a simple website we named “Shop Wizard.” Later, they would be able to utilize these same stations to purchase one off items (in case they lost or forgot something at home), as well as return or exchange pieces.

Digital Footprint

For the backend, we created a tiered access system to ensure each crew member and service representative could be outfitted proactively, without it feeling like a chore. Updates to uniforms would also be accessible and afforded exchanges quickly and easily through their work devices, as these users are even more mobile focused than the typical user.

For the front end, we created 2 ways of shopping.

Shop Wizard:
- Launched upon first sign in and kept until the first uniform set order was processed.
- Ability to edit first order until order was processed (this gave flexibility to any supply chain blockers, launch changes, and just in case an employee changed their mind!)
- Uniform coordinators would have access to the shop wizard at all times for new hires, transgender employees and maternity.
Traditional E-commerce
- Fully responsive, fully usable e-commerce site—exclusively for NetJets in-flight crew.

Checkout

We removed billing options from checkout until credits/points were exhausted, preventing any friction throughout the checkout process.

Design Objectives:

Collaborative branding and UI that adheres to both NetJets’ and Brooks Brothers’ guidelines.
Clear, consistent components throughout both shop options.
Mobile and tablet focused for an almost exclusively mobile user.