JetBlue gave us a mission: translate the “humanness” of the brand to their digital presence, & increase the number of flyers participating in the TrueBlue program. Our solution: an intuitive design where self-service & simplicity were central. In the new destination, visitors can book flights & hotels, get trip information & more, all in an elegant interface. The homepage automatically displays itineraries, upcoming flights, or personalized fares without a click. The redesign has virtually eradicated all Web-related customer service complaints, & is the 4th most popular major airline website worldwide. Days after launch, TrueBlue member enrolments increased by the thousands.