Role Digital AOR
Assignment JetBlue.com Launch
Channel Digital Business
Services Strategy User Experience Creative Direction Visual Design Content Development Technology
Every storied partnership has a beginning. When JetBlue first came to us in 2010, they were already a pioneer in the digital space. However, with a few key competitors making significant strides, they felt their long-standing lead was narrowing. They needed a partner who could help them evolve the customer journey to be as satisfying online as in the air. Who could translate their deeply human brand into a rewarding experience for increasingly mobile savvy travelers. Increase membership in their TrueBlue loyalty program. And reestablish their supremacy as a digital leader in their industry.
We started by pounding the pavement, surveying over 5,000 JetBlue customers and employees, to gain an unprecedented depth and breadth of insight into people’s travel habits, needs, and frustrations. What we revealed was that above all, customers wanted a more personalized digital experience—one that merged simplicity of use with highly relevant information in real-time when on-the-go. We also learned that customers flew JetBlue because they felt a strong connection with the brand’s personal touch—something other airlines lacked. With these insights in mind, we embarked on our first effort: reimagining JetBlue’s desktop and mobile experience.
For JetBlue.com, we created a clear, intuitive look and feel that incorporated the airline’s distinctive blue and orange, avant-garde tailfin patterns. This friendly destination allowed visitors to easily book flights and hotels, view trip information, and receive relevant information based on previous searches, location, and interests. Once logged into TrueBlue, the homepage automatically presented upcoming flights and relevant fare offers. Days after launch, TrueBlue member enrollments increased by the thousands. But we were just getting started.
The JetBlue mobile app stepped up the game even more, leveraging user behavior and geo-location capabilities to create a smooth, immersive experience that functioned in tandem with the website—a true industry first. Customers could check their flight status click-free, and receive real-time automatic updates relative to where they were in their travel cycle. For iOS and Android, the app has seen over a million downloads and counting.
For the new TrueBlue, we leveraged consumer insights and feedback from actual customers to create a tool to allows JetBlue travelers to view and manage their TrueBlue points and rewards. The strategy—which took a cue from the video game industry—was to make the experience personal, engaging, and fun. Account management was simplified through activity cards, points trackers and reward meters. And TrueBlue members could make wishlists to plan for that next vacation or dream trip. This reimagining led to an 11% increase in enrollment in the first 3 months.