Jetblue, Trueblue Loyalty Program
BRANDED DESIGN, UX, & PROGRAM LAUNCH – MADE WITH REWARDS NETWORK
TL;DR
Led the creation and launch of TrueBlueDining program, designing a user-centric product site for JetBlue's rewards program members to earn points at 27,000 restaurants.
MY ROLE
Creative Direction, Brand Management & Standards, UX Design, Creative Strategy, Product Workshops, Marketing Strategy, Design Systems, Development Handover, Design Thinking
PEOPLE
2x Visual Designers
1x UX Manager
1x Copywriter
1x Product Managers
4x Product Developers
TIMELINE
3 Months
I led the TrueBlueDining project, developing a responsive site for JetBlue's TrueBlue reward program members. Our mission was to enable these members to earn points at over 27,000 restaurants, bars, and clubs across the nation. This involved creating user flows, wireframes, and a seamless sign-up process.
Our primary audience was TrueBlue reward program members looking for an easy way to earn points while dining out.
Our approach involved designing a responsive site with a strong focus on refined search, an efficient account center, and seamless discovery. It was all about a mobile-first design and user-centric features, delivering essential rewards information while showcasing TrueBlue's visual identity in every digital experience.
The result was a successful TrueBlueDining launch with a site that felt fresh, modern, and unmistakably JetBlue. We placed the user front and center, offering engaging visuals and efficient features for a truly rewarding experience. Plus, we laid the foundation for future partner site designs, demonstrating our dedication to innovation and satisfaction.
ESTABLISHING FLOWS + WIREFRAMES
It was important to emphasize transparency in status of dining rewards, member reviews, and bonus windows. Additionally, merchant banners and callouts were used to create advertising opportunities for current restaurants and promote the dining program.
We designed a simple, clean UI to quickly familiarize users with the program, and an intuitive, seamless search UX for both home and mobile. Every step of the discovery process provides users with bite-size pieces of information to help them make an informed decision on where and why to dine, including guiding components and overviews that explain earning status, tiers and bonus opportunities, easing the signup process and providing a smoother user journey.
We discussed UI approaches for mobile viewing that allowed users to search, filter and discover dining opportunities near them. We ensured the right amount of restaurant data and information was provided to help users make an informed decision on the best dining and earning opportunities.
The TrueBlue Dining Account Center houses member data, including searchable dining activity, profile info, credit cards, dining badges earned, and favorited merchants. The UI was designed with flexibility for both responsive mindfulness and expansion of the program. It would become the account center model for future responsive program sites across Rewards Network's dining programs.
Strengthening relationships with existing & potential members, touchpoints included prospect/new member series, administrative & triggered emails, & weekly marketing sends. Creative content was on-brand & featured playful punny headlines, reward-driven themes, & member-customized, data-driven details of nearby restaurants/bars who participated in the TrueBlue Dining program.
As the Creative Director, I orchestrated captivating TrueBlue Dining marketing emails. My team collaborated seamlessly with developers, programmers, and database analysts, crafting member-focused, engaging touchpoints that broke barriers in brand creativity and data utilization. Together, we aligned designs and messaging with Consumer Marketing objectives, impressing stakeholders with our concepts and receiving resounding acclaim.
After months of collaboration with JetBlue, we launched a modernized platform. Drawing from our expertise in fintech and loyalty partner projects, we created a user-centric design for efficient website and email touchpoints. The result exceeded expectations – a brand-centric website design embodying JetBlue's unique air travel and loyalty program.