JetBlue Airways redesigned its website and mobile site, and has also launched an iPhone application, all with the intent of personalizing and simplifying the customer experience, the airline said on Feb. 6.
“The goal of our digital refresh is to redefine the digital airline space with smart, beautifully designed products that add value to the JetBlue travel experience,” said Michael Andujar, acting director of e-commerce at JetBlue. “Our new app for iPhone accomplishes this by providing timely and relevant information to our customers throughout the travel ribbon.”
Rokkan, the airline’s digital agency of record, and Double Encore, the airline’s mobile application developer, worked on the redesigned sites and iPhone app.
The new website creates a more personalized experience based on a customer’s past purchase behavior, location and preferences. JetBlue polled more than 15,000 customers and employees from the airline’s JetViews panel and used their findings to inform the design. The poll found that 95% of those surveyed would be interested in a smart site that is aware of their active travel plans and would provide relevant updates accordingly. In addition, 80% expressed interest in fares and offers based on location and 70% said they would want to know about airfare deals based on their TrueBlue preferences, such as favorite or most-frequented destinations.
“We want customers and crewmembers to enjoy every aspect of their JetBlue experience, including in the digital space,” Andujar said. “As a result, we thought it was important to get their feedback on which features they’d like to see in the app.”
The redesign also includes a new “Pick Me Up” feature, so that customers to can send their flight details to people who are picking them up at the airport. This feature includes maps and traffic information. The airline’s newly redesigned mobile site includes an updated booking engine, check-in and flight status tool.
The iPhone app features geolocation and push notifications to help customers stay current with real-time travel information. The app also includes the ability to send virtual postcards to friends and family via email, as well as the ability to post these assets to a Facebook page. Additional features of the app include a function for sharing itineraries and information about in-flight amenities such as food and drink menus, movie previews and DIRECTV schedules. Anduja said that the company plans to release an Android app later this year.
