9
Deliverables Produced
2
DXP Platforms Shortlisted
5-Year
Transformation Roadmap
6
Problem Statements Addressed
5
Consultants Deployed
executive summary
A leading national airline in Southeast Asia initiated a strategic effort to modernize its aging web platforms. The organization needed a future-ready CMS/DXP that would support a unified digital experience across booking, loyalty, campaign management, and multi-language content publishing. RedEx was engaged to support the RFP response and define the digital transformation strategy delivering a complete package that included functional, technical, architectural, governance, and operational models, supported by KPIs and a 5-year digital transformation roadmap.
Pain Points
6-8 weeks
Average content delivery cycle
Outdated
User experience
3-5 sec+
Page load in critical regions
10 years
Legacy CMS age
We take our clients’ confidentiality seriously. While we’ve changed their names and certain identifying details, the results are real.
CLIENT PROFILE
Sector
Duration
3 months
Region
Southeast Asia
Tech
Adobe / Sitecore
Phase
Phase 0: RFP
01. Context & Challenges
A Legacy Platform Holding Back Digital Ambitions
The client is one of Southeast Asia’s top national airlines, serving millions of passengers annually. With a global network and strong brand presence, the organization is undergoing a major digital modernization effort to enhance customer experience, streamline operations, and improve competitiveness across the aviation industry.
The airline was seeking a consulting partner capable of evaluating CMS/DXP options, providing a long-term digital architecture vision, aligning with global standards for performance, security, and accessibility, and strengthening content governance across multiple departments.
Legacy CMS with Limited Scalability
Heavy dependency on manual processes and custom development, creating bottlenecks for every content update.
Fragmented Digital Ecosystem
Disconnected systems across marketing, booking, promotions, and customer service with no unified view.
No Unified Content Architecture
Multilingual and multi-department publishing lacked a shared content model and taxonomy.
Low Operational Efficiency
Slow campaign rollouts and inconsistent customer experiences across digital touchpoints.
Weak Governance Model
No clear workflows to manage content updates across international regions and teams.
High Technical Debt
Legacy architecture limiting innovation pace and blocking modernization initiatives.
Strategic Objectives
Modernize CMS/DXP foundation with a scalable, secure, enterprise-grade platform
Improve operational efficiency in content creation, review, localization, and publishing
Create a unified digital experience aligned with booking, loyalty, and customer service
Design future-ready digital architecture for personalisation, automation, and omnichannel
Define governance and workflows for multi-team, multi-region content operations
Ensure long-term cost-efficiency through modular architecture and reduced technical debt
2
02. our approach
End-to-End RFP Advisory & DXP Strategy
RedEx built a comprehensive CMS/DXP strategy that aligned business goals with the technical capabilities of modern digital experience platforms. We delivered a complete RFP response package covering every dimension from functional requirements to governance models supported by KPIs and a multi-year roadmap.
RFP Advisory & Drafting
End-to-end RFP advisory, translating business needs into public sector-grade specifications and evaluation criteria.
CMS/DXP Vendor Evaluation
Comprehensive evaluation of Adobe Experience Manager, Sitecore, and Acquia against airline-specific requirements.
Technical Architecture
Future-state digital architecture definition supporting personalisation, automation, and omnichannel delivery.
Content Architecture & Taxonomy
Global content model and taxonomy framework for multilingual, multi-department publishing at scale.
Governance Design
Global-to-local governance model with editorial workflows and publishing processes for regional teams.
Security & Performance Standards
Enterprise-grade security, performance, accessibility, and scalability requirements aligned with aviation standards.
KPI & Measurement Framework
Success measurement framework with defined KPIs to track platform adoption, efficiency, and business impact.
Implementation Roadmap
5-year digital transformation roadmap with phased implementation plan and cost estimation.
Executive Presentation
Compelling executive-level strategy presentation materials for board approval and stakeholder alignment.
3
03. Methodology
Phased Engagement Model
Phase 1
Discovery & Assessment
- Review of existing digital platforms and technology stack
- Stakeholder interviews across marketing, IT, operations, and customer service
- Pain point and requirement mapping across all digital touchpoints
- Benchmarking against aviation digital leaders (Singapore Airlines, Emirates, Cathay Pacific)
12 stakeholder interviews conducted
Phase 2
CMS/DXP Strategy & Architecture
- Creation of cross-channel digital architecture spanning web, mobile, and kiosk
- Content model and taxonomy design for multilingual operations
- Component library strategy for consistent brand experience
- Integration framework for booking, CRM, and loyalty systems
2 DXP platforms evaluated head-to-head
Phase 3
RFP Drafting & Documentation
- Functional and technical requirement writing (200+ requirements)
- Security, scalability, and performance standards definition
- Vendor evaluation criteria and weighted scoring matrix
- Compliance mapping for aviation regulatory standards
Public sector-grade documentation
Phase 4
Executive Documentation & Roadmap
- 5-year digital transformation roadmap with phased milestones
- Implementation plan and cost modeling across 3 scenarios
- Executive presentation deck for board-level approval
- Vendor shortlist with recommendation and risk assessment
Board-ready strategy presentation
4
04. The OUTCOMES
9 Comprehensive Deliverables
01
Full RFP Response Package
Technical, functional, and governance sections
02
CMS/DXP Capability Mapping
Feature-by-feature comparison across 3 platforms
03
Digital Content Architecture
Taxonomy and content model for multilingual ops
04
Security & Performance Reqs
Enterprise-grade standards for aviation compliance
05
Global-to-Local Governance
Role-based workflows for regional content teams
06
Editorial Workflow Design
Publishing process from draft to multi-market release
07
Cost & Timeline Estimation
3-scenario cost model with phased investment plan
08
Transformation Roadmap
Milestone-driven plan from foundation to optimization
09
Executive Presentation Deck
Board-ready strategy narrative with visual roadmap
CMS/DXP Platform Evaluation
CRITERIA
ADOBE AEM
SITECORE
ACQUIA
Content Management
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Personalisation
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Multi-language Support
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Integration Ecosystem
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Scalability
—
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Total Cost of Ownership
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Implementation Speed
—
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Aviation Industry Fit
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5
05. Outcome Summary
From Legacy Bottleneck to Digital Transformation Blueprint
This engagement proved that a well-structured RFP process can be more than procurement. It can become the strategic foundation for digital transformation. The airline now has a clear, investment-ready roadmap to modernize its entire digital experience, with governance and architecture designed to scale across markets and languages for years to come.
RFP Package
Accepted
Procurement approved
Platforms Evaluated
3 DXPs
Head-to-head analysis
Roadmap Horizon
5 Years
Phased milestones
Languages Supported
10+
Global content model
Board Decision
Approved
Immediate Phase 1 budget
6
06. RedEx Perspective
Strategy That Translates Vision
Strategic
Every recommendation tied to a measurable business outcome. The roadmap was investment-ready.
Comprehensive
From content taxonomy to security standards, every dimension of the digital platform was documented and aligned.
Actionable
The deliverables were decision tools that enabled the board to approve Phase 1 immediately.
Digital Transformation Lead
Orchestrated strategy, stakeholder alignment, and executive presentations
CMS/DXP Solutions Architect
Led platform evaluation, technical architecture, and integration design
Content Architecture
Designed global content model, taxonomy, and multilingual framework
Governance & Operations
Built editorial workflows, governance model, and KPI framework
RFP Technical Writer
Authored all RFP documentation to public sector-grade standards
HEAD OF SOLUTIONS, DXP
Sponsor
READY TO TALK?
Let's define your digital transformation strategy.
Whether you’re evaluating CMS/DXP platforms, building an RFP, or designing a multi-year digital roadmap, RedEx brings the methodology, industry expertise, and hands-on experience to turn strategy into action.
“We don’t predict the future. We design the systems that will build it.”
