Cesar Corpus (Cez)

JetBlue

Born at JFK in 1999, JetBlue is now a global, award-winning travel company.

on this page

01. The challenge

02. Metrics of success & impact

03. Personas

04. Reimagine flight results

05. Design concepts

06. User testing insights

07. Final solution

08. Parallel work streams

role

design lead

squad

Product & design

team

UX Director, ECD, 2 design leads, 2 squads UX/UI,
product manager, producers, account management,
product owners,

5 initiatives

Work produced at Big Spaceship

Redesigning JetBlue booking

01. The challenge

To redesign the customer end-to-end booking experience online. Implement responsive web design and e-commerce best practices. Reinventing how customers purchase travel, by reducing the number of decisions.

Business value: To increase booking conversion.

02. Metrics of success and impact

Increase booking conversion

High engagement for Trueblue

(Loyalty Program)

High engagement for Trueblue
(Loyalty Program)

High engagement for Trueblue

(Loyalty Program)

Decrease in drop-off after search

Scalable system

03. Personas

The project was seen through the lens of 3 different personas.
Design decisions made were based on their motivations to help personalize the experience.

04. Reimagine flight results

Flight results was optimized to include overall UX best practices. Through research and observing recorded videos of customers using the platform (Full story) we were able to get more insight and create a streamlined experience. Below is the legacy system and some highlighted painpoints.

05. Design concepts

Classic accordion

Filter navigation

The top-level flow of how a user would funnel through the booking experience. A user can enter through the homepage or enter through an OTA (online travel agency, kayak, google flights)

06. Insights from user testing

12 qualitative and 50 quantitative mobile first tests were conducted to learn which of the two UX flows were the most usable for customers. We wanted to learn:

Can users easily distinguish between fare classes (Blue Basic, Blue, Blue Extra, Mint)?
Do the fare details clearly communicate benefits and inclusions?
Do users have enough context to choose the right fare confidently?

Key Findings:

Filter navigation was the preferred design direction.
It allowed users to compare fares side by side and understand price differences quickly.
Users found it easier to stay oriented and explore fares in context.
Described as “clean,” “concise,” “easy to navigate,” and “efficient.

07. Final solution

Filter navigation was the preferred UX design direction among users

• Offered the ability to compare price changes and understand what each fare class offered simultaneously  .

• Customers were able to learn more about each fare in context to how they navigated the screen, keeping customers oriented.   

• Customers described it as “clean”, “concise”, “easy to navigate” and “efficient”.

Flight Results UX improvements

Persistent Booker - Allows users to access and change flights quickly and easily within the flow
Hero Marquee - Visual interest / branded moment
Filter navigation (Filter panel) - From price / lowest price allows users to compare fares and choose what’s right for them
Value props for fare class - explanation allowing users to know what class they are on  
Flight card details - We streamlined content and flight information easier to read and implemented, Flight tag recommendations
Fare upsells - Mint mode. A module to get users to upgrade and spend more!

08. Parallel work streams

This concept let users manually prioritize and rearrange withdrawal accounts via drag-and-drop. If users understand the value of an optimized withdrawal order, they’ll be more likely to upgrade or renew.

Shopping cart

Makes it easy for users to book now or save for later.

Checkout

A more seamless path to completion. Reducing cognitive load minimized friction and improved recognition, leading to fewer drop-offs and higher conversion.