Over 15 years, JetBlue built a culture and a product true to that founding spirit and proved it could be successful. However, JetBlue’s environment had become more complex— customer expectations had increased, the competitive field was getting crowded, and new emerging technologies were transforming the industry. It was time to redefine what it meant to be JetBlue—and how to grow in an innovative, uniquely JetBlue way.
As part of a phase of work for helping JetBlue create their vision for 2020, Our team created an immersive experience of the future customer needs and the way in which JetBlue could meet them—with new and innovative products and services along with a customer journey. Finally, we helped align the JetBlue Executive Team on their strategic themes and bold moves to fulfill the 2020 vision.
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Over 15 years, JetBlue built a culture and a product true to that founding spirit and proved it could be successful. However, JetBlue’s environment had become more complex— customer expectations had increased, the competitive field was getting crowded, and new emerging technologies were transforming the industry. It was time to redefine what it meant to be JetBlue—and how to grow in an innovative, uniquely JetBlue way.
As part of a phase of work for helping JetBlue create their vision for 2020, Our team created an immersive experience of the future customer needs and the way in which JetBlue could meet them—with new and innovative products and services along with a customer journey. Finally, we helped align the JetBlue Executive Team on their strategic themes and bold moves to fulfill the 2020 vision.
Base on the growth territories, we created four future scenarios.
Future scenarios 1: Most easy-to-use airline in the world
JetBlue will use the power of technology to radically simplify and personalize your click to curb travel experience.
Future scenarios 2: Most intelligent travel service in the world
JetBlue will use the power of technology to make better travel experience accessible to more people.
Future scenarios 3: Most helpful airline in the world
JetBlue will use the power of its people to create a more caring airline experience, from the time you book until the end of your trip.
Future scenarios 4: Most caring travel provider in the world
JetBlue will use the power of its hospitality culture to create more caring experiences in the travel industry.
Consumer Segments
Worked with JetBlue and researches, we created the User Journey flow. Base on the user journey, we design the potential services/ products opportunities around those moments.
1. Dreaming of a great vacation
From Browsing to booking
2. Anticipating what come next.
From booking to the gate
3. Beginning on a high note– less fuss more fun.
From the gate to lodging check-in
4. Making memories that will last a life time.
From lodging check-in to check-out
5. Making a long lasting impression.
From lodging check-out to sharing memories at home
Now, passengers flying out of JetBlue’s Terminal 5 at New York JFK now have a smoother, more high-tech path through the ticket lobby.
President: Tom Andrews / Content Strategist: Alex Villarino / Designer: Qian Li / Production Designer: Jimmy Stone