JetBlue
The Challenge
JetBlue wanted to launch their inaugural transatlantic flight from New York to London. Although they were a reputable domestic airline, JetBlue had never flown 6+ hours, offered full meal service, or targeted a foreign customer. Airline experiences are often interchangeable, so JetBlue wanted to create an experience that ended the communization of air travel.
The Solution
We designed the end-to-end inflight experience, including the seatback entertainment screen, food, amenities, flight attendant service, etc. To understand the European customer, we conducted a mixed methods research approach, including:
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Ethnographies (16 participants)
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Focus groups (20 participants)
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Customer in-flight diaries (13 participants)
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Surveys (700 participants)
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Customer co-creations (16 participants)
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In-flight simulations (3 experiments)
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Social media ad testing (161K+ impressions)
My Role
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Led the customer research
and insight development
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Facilitated the ideation process, generating 200+ ideas and
prioritizing the top 15 ideas
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Journey mapped the
end-to-end experience
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Designed and conducted
the in-flight simulations
The Impact
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Awarded 'Best Economy'
in 'The Points Guy Awards' (2022)
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Generated $123M in operating
revenue in first year
