JetBlue wanted to bring their website up to date to offer their customers confidence and ease in their purchases. The strategy was Kindness.
Focusing on the goal of bring kindness to their customers through the digital brand and online experience, as a senior designer, I worked across three of the project tiers that touched on every point of the digital brand experience - from discovery through to post purchase.
This resulted in a cohesive visual and component base, that has been built upon across further site enhancements.
1. JetBlue MVP marketing pages; developing brand elements and base component library that have been built upon in further design sprints and site development
“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,” director Maryssa Miller said in a statement. “While we know customers will see immediate benefits in the new design, we’re truly excited by the platform we have established. The future of travel is evolving and we’re well positioned to adapt and grow, bringing greater benefits to our customers when they visit jetblue.com.”
2. Email templates for post purchase email flow that reach every JetBlue customer
3. Social media templates that add to a digital brand experience
We worked across all key marketing pages that the brand needed to launch their new look and feel. Through the several design phases including homepage, flight booker, navigation among others; we developed a robust visual language and starting point for the digital design system.
We built upon the visual cues that the brand was already using, to create more flexible brand tools.
This system was then applied to email communications building out a post-purchase flow with reusable and dynamic email blocks, to support the entire purchase experience and give the customers confidence as they move towards their travel date.
This system was then applied to email communications building out a post-purchase flow with reusable and dynamic email blocks, to support the entire purchase experience and give the customers confidence as they move towards their travel date.
The visual elements were also used to create social media template designs that enabled their team to create consistent visual messaging on their social platforms that supported clear marketing communications, were designed for social first, while strengthening the brand story for consumers.
• UI design
• Design standards
• Product design with Agile sprint method
• Branding and marketing design
Agency - Big Spaceship
Product Team - VP User Experience, Executive Design Director, Design Director, 2 x Senior Designers, 3 x UX Designers, Senior Technologist, Senior Producer, Senior Account Manager, Project Manager
Client Team - Stake holders, Client technology team, Accessibility specialist
