dnata.com Website Redesign

Future proofing a global B2B brand

dnata is one of the largest air services providers in the world and the largest travel management services company in the Middle East. Their main activities include cargo, ground handling, catering, information technology and travel services. dnata have over 27,000 staff operating in 55 countries and revenue of AED 10.3 billion.

The Business Problem
dnata has more than 300 businesses in 55 countries, with more than 75 clients. However, the dnata.com site did not reflect the business, nor was it an effective tool to drive commercial outcomes and position dnata as a career brand. The base UX was confusing, the design was becoming dated, the site had no CMS and wasn't mobile friendly. The website did not showcase dnata as a global brand.

PENSO's Solution

The newly launched site needed to be streamlined by consolidating the volumes of information that existed. The service offerings needed to be represented in a way that helped enable understanding and cross-selling opportunities for the business. The site needed to be both an effective major recruitment tool and to serve the function for employees of helping them identify more with the company and feel united together under the One dnata umbrella.

PENSO undertook a company wide strategic approach, looking at their business problems, and solving them using the site as the first “minimum viable product” step. The dnata website was enhanced by creating an improved home page, navigation re-structure, creating and refining a content strategy and providing consistent branding across the site.


  • Digital Design
  • Research & Insights
  • UX Strategy
  • Web Development

The Result

The applied changes ensured improvements to the site in the long term will include refinements, multinational support, careers support, content strategy, content marketing and many other improvements into the future.

PENSO is now working on the next generation dnata.com. The site will enable global content delivery and support multi-languages and multi-regions to drive commercial outcomes around the world. Design is already complete and development is about to commence.

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