APG
Real-time operational intelligence for 150+ airline offices worldwide. Complexity made legible.
Dashboard design for APG — giving 150+ airline offices real-time visibility into sales performance, yield trends and competitive positioning. The challenge: operational data at global scale, presented with enough clarity that decisions take seconds, not meetings.
- Discovery facilitation
- Information architecture
- Visual design
- Design system components
- Interactive prototype
- Stakeholder presentation
- Build strategy consultation
Making global performance visible and actionable.
APG is the world's largest airline services agent, operating across more than 150 offices worldwide and over 170 countries. Despite its scale, the network struggled to understand office performance quickly enough to drive corrective action.
Head Office relied on slow, manual processes for collecting and analysing data. Offices lacked transparent benchmarks, making it difficult to understand performance relative to peers. Revenue management, load tracking and cash settlement were fragmented across systems, often requiring email coordination and manual follow-ups.
Offices were distracted from new business development and lacked clarity on cashflow position, overdue payments and revenue performance. The absence of a single source of truth created inefficiency across every operational touchpoint.
The brief was to create a Phase 1 solution that could be showcased at APG World Connect to generate excitement and gather structured feedback.
Strategy
The strategy centred on creating an office-focused experience that surfaced only what mattered most. The objective was not to replace existing systems, but to centralise operational intelligence into a single, actionable overview.
Rather than attempting full system integration immediately, the first milestone was to define a clear Phase 1 state and build an interactive prototype to validate direction.
Understanding the problem
Discovery sessions revealed three core friction areas: lead performance visibility, revenue management and operational visibility. Offices were not actively chasing leads or actives for outstanding cash. Fragmented information flows meant Head Office struggled to provide timely reporting and comparisons.
There was no simple way for offices to benchmark themselves against others across the network. Without visibility, performance improvement was reactive rather than proactive. The problem was not data scarcity — it was data fragmentation.
Test or feature prioritisation
Phase 1 prioritised a high-impact dashboard covering lead status, year-to-date revenue performance, credit notes and invoices, cash alerts and business-procedure reviews. Alerts were categorised into leads, cash, revenue and other to enable rapid triage.
Comparative insight features showed how offices ranked against peers, introducing constructive competition within the network. Additional integrations such as MDT reporting, employee directory access, Google Drive links and APG Academy surfaced within the portal to centralise operational tools.
The prototype was built rapidly using assumed data structures to maintain momentum and reduce stakeholder risk.
Visual design language
The interface prioritised clarity and hierarchy. Critical performance indicators — leads, revenue and cashflow — appeared first within the office overview. Alerts were visually distinct and actionable, allowing offices to triage quickly.
Comparative insight reinforced performance by showing how offices ranked against peers, introducing constructive competition within the network.
Design system
The dashboard was modular, allowing expansion into additional reporting areas such as social media insights, product-specific revenue views and automated threshold alerts. The system was structured to evolve as data access improved and integration matured.
New features
The portal introduced structured alert tagging across offices, reducing reliance on email chains. Revenue benchmarking enabled manual selection of comparison offices. The MDT process was accessible with a single click directly from the office overview.
The Phase 1 prototype provided a tangible end-to-end experience that refreshed APG's internal performance culture.
