Gulfstream Website + Customer Portal Design

The Challenge

Gulfstream’s previous marketing site was outdated, and didn’t properly showcase the high-end, luxury experience of building, owning, and operating this premium aircraft. We set out to deepen the connection between prospects and the Gulfstream Brand, and to provide a consistent and user-friendly digital experience for their customers.

The customer portal, MyGulfstream, needed a similar makeover. It was generating far too many help desk calls, as users were having trouble completing tasks and navigating the convoluted site.

The Solution:
Part One

The new designs simplified the content/navigation structure and instilled a sense of exclusivity by keeping things high-level during the pre-sales process. We applied a storytelling approach and narrative to paint a picture of why owning a Gulfstream is special, and how it can become a tailored, personal expression for each owner.

Luxury positioning was brought to life through the use of bold color contrasts, clean layouts, prominent videos, and full-width imagery with texture and detail shots that virtually placed the viewer inside the cabin. The design encouraged interactivity and exploration through the use of 360° tour, aircraft comparison, and range tools.

The Solution:
Part Two

The MyGulfstream customer portal design was refreshed as well, and that started with a reimagined family of product logos for the brand. The new system created a cohesive style and architecture for various brand entities to stick together as a group, while reinforcing the primary brand mark.

In addition to UX enhancements to make it more intuitive, the modular portal website was designed to be a personalized and flexible tool that owners/operators can use to go behind-the-scenes, allowing them to maintain current aircraft and also follow along the new-build process as design decisions need to be made.