jetBlue
jetBlue came to the interactive department at Arnold Worldwide in
November of 2000 tasking us with providing a vision and concept for
implementing the online portion of their new loyalty program.
Based on our research we recommended that the loyalty program be
integrated as a sort of "upgrade" to the booking process, allowing
non-loyalty members to see what they might be able to use if they
signed up for the program.
In addition we presented a single screen user interface, an
application style functionality and increased use of point and click
actions.
Our recommendations were well received. Unfortunately jetBlue never
implemented these recommendations due to a change in focus of their
marketing plan. The restructure of the loyalty program also presented technical challenges that were not budgeted for in
that fiscal year.
jetBlue pulled all interactive and advertising efforts in-house in spring
of 2001 and never implemented the user interface recommended. They did however
implement the flow and copy provided for their new booking system.
This new system has been hailed by users as the easiest airline
booking experience on the web.
