JTB Americas | Full corporate website renewal

Delivering digital transformation for JTB, one of the world’s largest travel groups

A Webflow renewal supporting a global operation

JTB Americas is the North American arm of JTB, one of the largest travel groups in the world. Webharu was responsible for the full renewal of its corporate website. The project started from an inquiry, and produced a new digital foundation combining the credibility, speed and extensibility a global office requires.

The problems the client faced

Years had passed since the previous website was built, and both the system and the design had fallen out of step with the times. The old site ran on WordPress, where delayed security updates and plugin-dependent vulnerabilities had become visible, making stable operation difficult. Updates also took a long time, so the team could not publish information when it mattered.

Against that background, the decision was made to move to Webflow to solve security and operational efficiency together. Webflow is no-code but highly extensible, with stable hosting, and adopting it produced a substantial improvement on both safety and manageability.

Webharu’s approach

Strategy

We began by redesigning the sitemap, fundamentally reorganizing the information structure. A collaborative design process in Figma let us gather feedback in real time with the client and settle the UI/UX direction quickly. Running design and requirements definition in parallel produced a high level of finish even on a short schedule.

The implementation phase used Webflow, holding visual quality under control down to the details despite being code-free. We optimized editing permissions and built a management setup in which the client’s own operations team can update and improve the site. Responsive design is consistent across every device, giving a comfortable experience in a mobile-first environment.

Technical solution

Making the most of Webflow’s lightweight structure and modern hosting, we brought page load time down to 2.8 seconds. A global CDN delivers the site quickly across North America, Japan and Asia. The CMS was designed with multilingual rollout in mind, so it flexibly supports operation across regions in English, Japanese and Spanish.

Automating and simplifying the content update flow also shifted the model from engineer-dependent operation to marketing-led operation. The team can now run on its own, achieving speed and quality together.

Scope of work

From the initial engagement through delivery and post-launch operation, the Webharu team handled the project end to end.
Requirements definition, information architecture, design, implementation, verification, launch and operational design were all done in-house, giving us tight control over quality without relying on subcontractors.

1. Requirements definition and discovery

• Clarifying the business, the objectives and the audience
• Analyzing competitor sites and industry trends
• Settling the direction of brand tone and visual language
• Defining required features and their priority
• Setting KPIs and success metrics (conversions, time on site, update frequency, and so on)

2. Information architecture (IA / sitemap)

• Analyzing and organizing the existing site structure
• Building the sitemap for the new site
• Rebuilding the information hierarchy and navigation paths
• Structural optimization for SEO and usability
• Producing the wireflow (screen transition diagram)

3. Wireframe design (Figma)

• Layout design for the main pages
• Ordering element priority and visual flow
• Defining the UI component design
• Adjusting information density to content volume
• Agile design through repeated client reviews

4. Design production (UI/UX)

• Visual design production in Figma
• Unified rules for typography, color and white space
• Module design based on the brand tone
• Mobile-first UI optimization
• Animation and micro-interaction design

5. Webflow implementation

• Build in Webflow
• Structural management with a class naming convention (BEM-based)
• CMS collection design and template construction
• Animations (Interactions) and dynamic elements
• Lightweight animation optimization with Lottie, SVG and similar
• SEO meta, OGP and structured data implementation

6. Responsive work

• Optimization for the three main breakpoints (desktop / tablet / mobile)
• Line-break control accounting for the ratio of kanji, kana and Latin characters
• Flexible image ratios and components
• Tap target and accessibility checks

7. Domain, server and email infrastructure

• Connection to Webflow hosting
• A / CNAME / MX record configuration
• SSL certificate issuance and HTTPS redirect setup
• New custom-domain email setup and authentication (SPF/DKIM)
• Google Workspace integration support

8. Testing and verification

• Browser testing (Chrome / Safari / Edge / Firefox)
• Mobile verification (iOS / Android)
• Checks on links, forms and animation behavior
• Page speed testing (Lighthouse / GTmetrix)
• Structured data and SEO checks

9. Launch and migration

• Webflow publishing setup (including DNS propagation)
• Redirect design from the old site
• Training for the staff who run the site

10. Maintenance and operational support

The client is not on a Webharu maintenance plan, but we continue to make fixes as spot work on a regular basis.

In the client’s words

From the first proposal to delivery, the project ran very smoothly. What stood out was how accurately the problems with the old environment were identified, and that the proposals took day-to-day operation into account as well. The multi-layered requirements typical of a global company were brought into a simple structure and redesigned into something anyone can manage.

Improvement proposals and technical support have continued since delivery, so we can operate the site with confidence, with a long-term partner.

What Webharu cares about

A corporate site for a global business has to hold one consistent brand experience across differences of region, language and culture. Webharu made the most of Webflow’s flexible CMS structure and hosting to rebuild a complex information architecture into something intuitive and scalable.

Designing the CMS around multilingual operation from the start keeps the workload low at each office while holding the brand tone consistent. Beyond launch, we continue to support data analysis, UX improvement and SEO, building a site that grows while it is being run.

This is not a hand-off at delivery. We act as a partner walking alongside the business, providing value over the long term.

Why commission Webharu

• The design ability to take a global company’s complex requirements and land them in a clear structure
• Implementation that makes the most of Webflow — high quality, high speed
• A support setup and a stream of improvement proposals that keep operation running

In closing

Webharu builds the means for globally active companies to publish an experience optimized for each local market, quickly.
That is what a Webharu global redesign project looks like.