Q1 2026

Indopelita

Redesign Indopelita Company Website

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Indopelita, Redesign Indopelita Company Website

Context

For this project, I led the end-to-end UX/UI redesign of Indopelita’s corporate website, modernizing the brand’s digital presence to better serve enterprise aviation clients and streamline business lead generation.

PT Indopelita Aircraft Services, as a member of Pelita Air, is Indonesia’s premier aviation MRO provider, delivering world-class maintenance, repair, and overhaul services with uncompromising standards of safety and quality.

Outcome & Impact

> 50%

Impressions

More enterprise buyers reaching the site than before the redesign.

> 80%

Increase in RFQ conversion

The request-for-quote funnel now carries the service context with it.

Challenges

  1. 01

    Complex information architecture

    Translating dense, technical aviation specs, maintenance capabilities, and regulatory compliance data into an intuitive hierarchy without overwhelming enterprise clients.

  2. 02

    Component scalability

    Establishing a flexible Figma design system from scratch that could accommodate varied content types, from technical fleet listings to service Request-for-Quote forms, while maintaining brand consistency across desktop and mobile viewports.

  3. 03

    Conversion optimization in a legacy industry

    Replacing traditional static contact methods with context-aware lead capture funnels while preserving the enterprise tone required for high-value aviation contracts.

Design Strategy

  1. 01

    Information architecture & service discovery

    Re-engineered the site map and navigation structure, organizing complex aviation service lines into intuitive, task-oriented categories to reduce friction for prospective clients.

  2. 02

    Component-driven design system

    Built a scalable, component-based design system in Figma to ensure visual consistency, maintain accessibility standards, and streamline future feature rollouts.

  3. 03

    Enterprise trust signals

    Surface-level integration of safety certifications, technical capabilities, and facility specifications within key landing pages to establish immediate domain authority.

  4. 04

    Visual identity & brand elevation

    Updated visual aesthetics, typography, and layout hierarchies to align with modern aviation standards while honoring the brand's heritage.

How a prospective client moves through the Indopelita siteA prospective client arrives from search, a referral or directly, and lands on the home page. From there the content of the site is About Us, Services and News and Career; the Services hub opens onto four service detail pages covering airframe maintenance and engine work, non-destructive inspection, rotating equipment and special services. Contact is not a further destination to read but the entry point to the request for quote: it carries the service the visitor was reading about into the request, routes it through the contact endpoint, and delivers it to the Indopelita inbox already qualified.ARRIVEProspective clientSearch, referral, directEXPLORE: INFORMATION ARCHITECTUREHomePositioning, partners, service overviewAbout UsHeritage, certifications, facilityServicesAviation and industrial service linesService detail, ×4Airframe, NDI, rotating equipment, specialNews & CareerOngoing credibility, hiringENQUIRE: THE RFQ FUNNELContact: request for quoteName, email, phone, service, messageService contextThe line they were reading, carried inRouted enquirySubject tagged with the serviceIndopelitaReaches the team already qualified

Showcase

Before: the legacy site
Before: the legacy site
After: the redesign
After: the redesign
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