Pilot
Helping restaurant operators understand Pilot's wider offer
The business objective
Pilot needed to explain a hospitality offer that extended beyond point of sale. FGX worked across its dashboard and marketing website, giving the wider platform a clear place in the story prospective customers would encounter.
Visit pilot.co.za/ Project Details
Name: Pilot
Client: Pilot
Industries: Hospitality technology
Scope: Dashboard and marketing website
Project page: pilot.co.za
A broader offer to bring to market
Pilot provides software for the work of running a restaurant. Point of sale is part of that offer, alongside areas such as payments, inventory, staff management, loyalty and reporting. The commercial task was to present that breadth so a prospective customer could consider Pilot in the context of the wider business.
FGX's assignment covered both the dashboard and the marketing website. These serve different moments in the relationship: the website introduces the offer to a prospective buyer, while the dashboard belongs to the product experience.
Making the wider proposition understandable
The decision
The positioning needed to move beyond point of sale while keeping that familiar starting point. Simply adding more product names would describe the range, but the website also needed to show how those subjects belonged within Pilot's hospitality offer.
How it supports the objective
For a restaurant operator considering software, that distinction matters. A product feature has value in relation to a task the business needs to manage. The website therefore needed a structure that introduced the overall offer and gave individual areas enough room for explanation.
Organising the story around restaurant operations
We organised the marketing presentation around the work of the restaurant. The module overview brings point of sale, payments, inventory management, staff management, loyalty, PilotLive and POS equipment together in one view. Point of sale remains first, with the wider subjects visible alongside it.
The layout gives one selected subject its own heading and explanation while keeping the other choices in view. This connects the overview with the detail: a reader can see the range being presented and consider a particular part of it without losing the surrounding context. It is a practical expression of the broader positioning.
Giving a distinct product its own explanation
The decision
Navigator received a dedicated page within the Pilot presentation. The page introduces Navigator as Pilot's AI intelligence layer and provides separate invitations to explore it or request a demonstration.
How it supports the objective
That treatment gives a distinct part of the offer room to be explained in its own terms. The marketing website can introduce the wider platform through the module overview, then provide a focused product story where more explanation is needed. FGX's work combined product presentation, website structure and interface design around these different levels of detail.
A wider platform story made visible
The resulting website presentation gives Pilot's broader hospitality offer a defined structure. Its module overview places the range together, individual subjects receive dedicated explanation, and Navigator has its own product page and demonstration invitation.
The website design places the wider business functions alongside point of sale, with routes into the particular module a buyer is considering. Point of sale is still easy to identify, but the website also makes room for the other business functions Pilot wants that customer to consider. The dashboard and marketing website formed the wider assignment; the website examples show how the positioning became practical customer-facing work.
If your product has grown beyond the category customers first knew it for, its website needs to explain what the wider offer means for their business. Talk to FGX about the proposition, product experience and website you need to bring together.
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