jetBlue
The next revolution in site search
Opportunity
Designing kindness into every journey
Since 2017, we have partnered with JetBlue to create a digital ecosystem rooted in care and thoughtfulness. From redesigning the booking experience to reimagining their loyalty platform, our work focused on easing traveler pain points, enhancing usability, and reinforcing JetBlue’s promise to be the most caring travel provider. Every design choice reflected their commitment to kindness.
Opportunity
Develop a digital ecosystem that provides travelers with a more caring and thoughtful approach to travel, reinforcing acts of kindness wherever possible.
Solution
Designing from a place of empathy
Kindness is at the heart of JetBlue brand and we have the power to shape this value through the way we behave and communicate in our digital properties. By constraining unnecessary visual information, employing empathetic visual gestures, and selecting what users need and want, we create a distinct and solid design foundation.
Execution
Crafting a joyful booking experience
Color, typography, iconography and illustrations communicate the brand’s tone and personality. The new JetBlue.com experience reinforces kindness through joyful and transparent interactions. Our adaptive design system enabled consistent and intentional UI components, while the new booking tool simplified decision-making. The loyalty platform was also reimagined to deliver more meaningful value.
We are thrilled to offer this fresh new site to our customers, curating a simple and personalized travel experience from the moment they start planning their trip until they arrive home.
The new Jetblue.com
The new website experience reinforce the acts of kindness that are ownable to JetBlue, offering interactive human moments that provoke joy, calm and transparency.
Our adaptive design approach help us think of our user interfaces as both a cohesive whole and a collection of parts at the same time, allowing us to create interface design elements in a more deliberate and hierarchical manner.
The new and fully responsive booking tool was designed to decide, by making it easy for customers to choose what’s right for them, and reducing the amount of decisions.
To ensure maximal user performance during the entire booking process, we applied color strictly to support users’ tasks and decision-making.
On content pages, the combination of graphic patterns and photography on key elements add personality to our layouts and reinforce the friendly tone of our brand.
From prioritizing scannability and effortless formatting to employing graphics patters and animations, we discovered new ways to produce faster, easier, and more engaging form experiences.
JetBlue Loyalty Program
As JetBlue charges into their third decade the acclaimed loyalty program was redesigned from the ground up, providing new ways to display and interact with the platform & delivering value to customers of different levels and needs.
The future of travel is evolving and we’re well positioned to adapt and grow, bringing greater benefits to our customers.
Results
Creating experiences travelers love
The redesigned digital experience delivered measurable success, deepening customer engagement and increasing revenue. The new booking experience made travel easier and more intuitive, while the reimagined loyalty platform offered customers new ways to find value. By putting people first, we helped JetBlue make their digital promise as human as their in-flight one.