JETBLUE
Seamless intuitive flight booking
Product Goal: Redesign booking and upsell experience to improve conversion and drive revenue across the end-to-end purchase journey.
My Role
Senior Product Designer
Prototyper
Research
User testing
Team:
Product owners
Stakeholders
Engineers
Data
Process:
Audit of current design
Used Fullstory to observe user sessions
Analyzed results with the data and product team to define pain points and possible solutions
Conducted competitive analysis of over 13 airlines and travel sites
Used the design system to create wires, presented to the team, and got feedback
Created multiple prototypes, and tests for users, put them into Usertesting.com to get user feedback
Created pixel-perfect designs for all screens and handed off to dev for implementation
*Full case study is available upon request; this is a preview of some of the final designs
Starting point and problem
Used fullstory to define pain points
Researched over 13 companies
Used usertesting.com to get user feedback
Key Findings
Price was always the differentiator.
The best value flag was a huge influencer and enticed for testers to upgrade.
Users liked and understood the no-smoking icons and checks. The other icons were not clear.
Users do not immediately get the differences between fares with the name only ex. Mint.
Used data to create new filters and search
Updated site templates
Results
28% conversion in Fair Sales
Drove higher conversion and incremental revenue by redesigning the booking and upsell experience around user behavior and decision-making.
Better usability
Reduced drop-off across key steps in the booking journey by streamlining flows and clarifying pricing, increasing purchases and upsell attachment rates.