jetBlue

My Role

UX | UI Designer

Team

Sun, Amanda, Brooke, Anastasia

Duration

3 months

Tools

Miro, Figma, After Effects

Design Process

Discover

Market Research

User Interview

What Do Travelers Need for Their Trips?

Tools that help travelers feel more organized when packing, prepared for upcoming trips, and engaged with their traveling partners.

Affinity Map

Based on the interviewee's answers about their struggles and goals, we found repeating themes among this diverse range of people and organized them with an affinity map.

User Persona

Travelers of diverse ages choose JetBlue for its affordable, high-quality flight experience, whether solo or in groups. Our target audience is anyone seeking a smoother, less stressful travel experience—from planning and booking to preparation and flying.

Journey Map

We created journey maps to live in the users’ shoes and gain insight on what problems they may face in their daily lives, and find opportunities for solutions.

Define

Defining Core Problems

To focus our aim, we created problem statements for each user, stating clearly the problem and how we might solve it.

Ideate

Finalizing our Ideas

Minimum Viable Product

We defined four main features that assist travelers to be aware and prepared for their trips.

Paper Sketches

Task Flow and Features

We refined our ideas and proposed four new features based on our users' needs.

Result

Key Takeaway

What is Working

  1. Users agreed that receiving personalized notifications will help them to keep push notifications enabled.

  2. Game features for kids entertain them while keeping them engaged but can also help parents while navigating the airport.

  3. Users feel more organized and prepared for their flight when the visual language is used to indicate the items and a simplified explanation of what the regulations are for each item.

What Needs to be Improved

  1. Smart Alert needs to show how it can it can guide the users with the jetBlue interactive Map.

  2. Users shared that allowing more visuals and options will help them engage with the voting/poll system in the Group Hub.