jetBlue
The next revolution in site search
Problem
Since 2017, we have been developing a digital ecosystem that provides travelers with a more caring and thoughtful approach to travel, reinforcing acts of kindness wherever possible.
Our partnership focused on revamping the consumer Booking Experience by aligning it with the Digital Brand Design System — ultimately enhancing user experience, addressing customer pain points, and fulfilling the brand’s promise of being the most caring travel provider.
A kind foundation for a human centric design system
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.
Building a visual language
Color, typography, Iconography and illustrations quickly communicate the message, tone, and personality of the brand. This graphic lexicon helps establish a memorable identity and captures the fun, witty, caring aspects of the brand 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.
