ITA Connect
Redesigning airline B2B portals across a brand transition
I helped shape a series of B2B and Salesforce-related products, improving clarity, accessibility, and consistency from the Alitalia phase to the ITA Airways redesign.
Challenge
Align agencies, product teams, and stakeholders before, during, and after the Alitalia-to-ITA Airways transition, translating new print-first brand guidelines into accessible digital products.
Services
UX/UI Product DesignFront-end DevelopmentAccessibility Design
A B2B portal system carried from Alitalia to ITA Airways
Product overview
This case study does not describe one standalone portal. It covers a series of B2B and Salesforce-related products delivered over several years, first for Alitalia and later for ITA Airways.
The work focused on partner operations: onboarding, documentation, support, and other daily tasks that needed to stay clear, fast, and reliable under heavy information density.
Context / challenge
The challenge was not only product complexity. It was also organizational complexity.
- -Multiple agencies, internal product teams, and stakeholders were involved across projects
- -Feedback was often fragmented or conflicting and had to be moderated into balanced decisions
- -The brand guidelines started from a print-oriented logic and were not enough for web product work on their own
- -Accessibility had to stay explicit across dense B2B flows, not added later as a check
Role
I worked across product design and frontend delivery, mainly on B2B and Salesforce-related products.
- -Designed portal structures, key flows, and interface patterns
- -Supported the redesign from Alitalia-era products to ITA Airways-branded portals
- -Helped align design decisions across teams with different priorities
Approach
The work required more than designing screens. It meant creating enough structure to keep multiple projects coherent over time.
- -Extended the brand system into usable web patterns for navigation, forms, content, and support flows
- -Used shared rules to reduce ambiguity for design and development teams
- -Turned conflicting feedback into decisions that were practical, balanced, and repeatable
Key outcome
After the move from Alitalia to ITA Airways, the B2B portals were redesigned with a clearer and more consistent product language.
- -Partner journeys became easier to scan and navigate
- -Accessibility was treated as part of the product work, not as a late correction
- -Shared patterns made cross-project delivery more efficient
Result
The result is a more coherent B2B ecosystem: clearer for partner users, easier to scale across projects, and better able to absorb feedback without losing product quality.
Working on similar challenges?
I design digital products that bring clarity to complex services, from concept to release.
Enter to runCmd+K focus