Transforming JetBlue from an airline into a go-to travel partner.
Travel booking is broken. Customers bounce between sites comparing flights, hotels, and prices across Online Travel Agencies (OTAs). Meanwhile, loyalty programs remain siloed, deepening the disconnect.
JetBlue saw the gap. The big bet: redesign a platform that unified JetBlue’s booking flow and partnerships into a single, seamless destination.
Digital Experience
Product Design
UX Strategy
Instead of competing feature-for-feature with OTAs, the approach leaned into what JetBlue already had: existing data, deep brand trust, and TrueBlue rewards — woven across every touchpoint in the travel planning journey.
Every step of the traveler's journey was considered — from dreaming about where to go (via a “spin the globe” microsite), to researching destinations, to sharing full itineraries.
Executed while at Big Spaceship.
The project influenced JetBlue's 2025 launch of TrueBlue Travel.
11% stock increase following the TrueBlue Travel announcement
$1.5B in new bookings from capturing only 1% of the US OTA market
