How a website redesign transformed a nonprofit's funding model
SWISS Virtual doubled membership conversion in 10 days, without a single dark pattern.
The client
SWISS Virtual is Switzerland's largest flight simulator community, founded in 2002 shortly after the real SWISS airline's first flight. Operating under official license from SWISS, the organization uses the airline's brand and has historically been at the forefront of technology in the virtual aviation world, pioneering automated flight dispatching systems and complex web applications that shaped how virtual airlines operate globally.
Uniquely, SWISS Virtual is structured as a formal Swiss association (Verein). Pilots can register for free (subject to an exam and competency requirements), and those who wish to support the organization can become paying members for CHF 20/year. Members gain voting rights, can elect the board, and can even run for board positions themselves. Membership dues are a critical funding source for the association's operations.
Before
The challenge
SWISS Virtual initially approached Axtero to modernize their pilot registration form. But discovery revealed the problem ran much deeper: the website was not converting visitors into pilots, and pilots were not becoming paying members. The site did not explain what SWISS Virtual is, how it works, or why membership matters. Newcomers, experienced simmers, and even long-time pilots were all underserved.
Newcomers to flight simulation could not understand what a virtual airline is or what SWISS Virtual does
Experienced simmers could not find clear information about expectations, processes, or how to join
Long-time pilots did not know SWISS Virtual was an association with elected governance
New pilots confused "registered pilot" (free) with "member" (paid), not understanding the distinction
The membership form was a separate Microsoft Forms link on a different URL, with no data reuse from pilot registration
Multiple pilots cited this friction as the specific reason they never became paying members
Redefining the problem
Axtero does not just execute what you ask for. Before starting the engagement, Axtero worked with the SWISS Virtual board to define clear outcomes, then rescoped the project to actually achieve them.
Defined outcomes
Restore SWISS Virtual's position at the forefront of technology among virtual airlines
Make it frictionless for willing pilots to become paying members
Ensure the site is always clear that flying for SWISS Virtual is free, while making the case for voluntary membership support without dark patterns
Remove friction from the free registration process to convert more visitors into pilots
Technical approach
Built on the existing technology stack with modern frameworks for safety and security
The internal pilot management system was left completely untouched, with zero code changes required
A custom API layer was designed and built to securely interface between the new website and the existing backend
The API implements best-in-class security practices and intelligent routing, automatically directing requests to the right teams instead of requiring users to navigate multiple forms and contact points
The registration form was rebuilt as a single, unified experience covering both pilot registration and membership signup end-to-end
User-centered design process
Conducted user interviews with both long-time and recently joined pilots
Applied UX/UI design principles, conversion optimization, and information architecture expertise
Worked with external consulting partners for specialized design input
Designed pages from the visitor's perspective: understanding how much they know, how they found the site, and what they need to see
Used A/B testing, feedback loops, qualitative and quantitative analysis, and AI-assisted optimization during post-launch iteration
“The new website and registration flow are far more transparent than before. It clearly explains that joining SWISS Virtual is free, showcases our values, and makes it incredibly easy to become a member. As a result, we are seeing more sign ups than ever. Working with Axtero was effortless. Feedback was received quickly and implemented exactly as we envisioned, and Axtero contributed excellent ideas such as the live flight tracking map, which further increases our attractiveness to potential new members.”
The result
“We were surprised at the impact a redesigned website had on our members. We underestimated how much of a difference an engaging, well-designed website makes. Even though Axtero did this work pro bono, had it been a paid service, it would have been worth every penny. That's probably the biggest lesson: even as a nonprofit, investing in your digital presence can directly strengthen your funding model. We just didn't see it that way before.”
Signature feature: the live map
One standout feature of the redesign is the live flight tracking map. While many virtual airlines display pilot positions on a map, Axtero reimagined the concept entirely.
The result is what Axtero believes to be the most thoughtfully designed live flight tracking map in existence, one that could influence how major platforms like Flightradar24 approach real-time flight visualization.
No zoom controls. Instead of designing the best zoom interface, Axtero removed it entirely. The map intelligently cycles through active pilots, adjusting automatically.
Context-aware zoom levels: the map zooms in close when a plane is on the ground (to show taxi movements at the airport), pulls back during flight (to show nearby towns), zooms out further over large bodies of water or sparse terrain, and adjusts density based on region familiarity.
Designed to be watched passively, like a living display. Even with a single active pilot, it remains engaging for extended viewing.
Tens of thousands of lines of code power the intelligent tracking behavior.
Real-time data integration
Beyond the map, the website weaves live data into its narrative content organically. As visitors browse, they encounter real-time references: the current number of registered pilots, total flights flown, and even contextual mentions like "Just as [pilot name] is currently flying over the Himalayas, you too can experience this, but it requires passing an exam first." This makes the website feel alive and connected to the community it represents.
“We were shocked at the speed. The entire website was rebuilt in 10 days, and then Axtero made 10 more revisions within 5 days based on real user feedback. For a volunteer-run association, that kind of responsiveness is extraordinary.”
The results
Data based on the first 5 days post-launch. Early, but the directional signal is unmistakable.
Before:
BaselineAfter:
2xMembership conversion
Doubled registration-to-member conversion, achieved without dark patterns or coercive tactics
Before:
BaselineAfter:
3xVisitor-to-registration
Tripled the rate at which site visitors become registered pilots
Before:
N/AAfter:
10 daysTime to live
Full website redesign from initial pitch to live site in 10 days
Before:
N/AAfter:
10 revisionsPost-launch iterations
10 meaningful revisions within 5 days using A/B testing, feedback loops, and AI-assisted optimization
“Seeing this impact means we now take the idea of redesigning our internal tools and creating a cohesive digital experience very seriously. Being at the forefront of technology has always been in SWISS Virtual's DNA. We lost some of that edge over the years, but we can say: we are so back.”
The lesson
Don't let your solution be limited by your technical understanding. When you engage a partner like Axtero, bring your problems, your ambitions, and your vision, not a predetermined solution. Let experts with experience across hundreds of projects think outside the box on your behalf. Understand where technology is heading, and don't settle for the bare minimum. If your website is still a digital business card from the nineties, you're leaving conversion, trust, and revenue on the table.
Axtero's founder, Chris Leduc, is a board member of SWISS Virtual. This engagement was deliberately performed under the Axtero brand as a pro bono consulting project to maintain professional separation. The same quality and methodology applies to all Axtero engagements, paid or pro bono.
Project Context
Industry
Aviation & Community
Region
Switzerland
Scale
Switzerland's largest flight simulator community
Timeline
10 days pitch-to-live, plus 5 days of rapid iteration
Services Used
Project Timeline
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