JetBlue - Launching the airline's first transatlantic flight
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.
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: Ethnographies (16 participants), Focus groups (20 participants), Customer in-flight diaries (13 participants), Surveys (700 participants), Customer co-creations (16 participants), In-flight simulations (3 experiments), Social media ad testing (161K+ impressions), etc. Achievements: - Awarded 'Best Economy' in 'The Points Guy Awards' (2022) - Generated $123M in operating revenue in first year