JETBLUE

Implementing a significant overhaul of its loyalty program necessitated a strategic approach to customer experience design across various aspects, including the platform behind the member portal, the booking flow, and components for JetBlue.com. 

jetblue

Ushering in a major overhaul to its loyalty program required a strategic customer experience design to the platform behind the member portal, the booking flow, and components for JetBlue.com.

To establish a world-class loyalty platform with earlier and more frequent unlocking of benefits, it was essential to reimagine key touchpoints in the customer journey. 

To create a world-class loyalty platform with earlier and more frequent unlocking of benefits necessitated a reimagining of major touchpoints in the customer journey.

While the business logic for the program is established, it remains crucial for users to comprehend the intricacies of the program in order to maximize its benefits. Given the dynamic components in the new program, users should be well-informed about their own status, changes in spending amounts, and the advantages of meeting specific thresholds.

The business logic for the program is set, but users still need to be able to understand the ins and outs of the program to get the most out of it. With various dynamic parts in the new program, users need to be informed about their own status as well as changes in spend amounts and the benefits of meeting thresholds.  

By defining and implementing design principles, provisional personas, conducting competitive audits, and exploring various territories, a range of distinctive, extensible, and modular experiential components were generated. 

Defining and deploying design principles, provisional personae, competive audit and territory exploration yieled a variety of distinctive, extensible and modular experiential components.

The program was launched in late 2022 to great acclaim. It introduced a novel concept of "Tiles" that enables travelers to effortlessly monitor their progress toward status. The offerings encompass early boarding, access to a priority security lane, one complimentary alcoholic drink onboard, and several bonus points opportunities. 

The program launched in late 2022 to great acclaim. Built on a new concept of Tiles travelers can more easily track their progress toward status. The offerings include early boarding, a priority security lane, one free alcoholic drink onboard and a few bonus points opportunities.