We built a "TrueBlue OS" that transforms passengers' phones into command centers for their entire flight experience. The interface adapts in real-time, serving personalized content and seamless service access without endless scrolling. Strategic partner integrations appear naturally when passengers are already thinking about travel, entertainment, or shopping.
TrueBlue members get a unified travel hub that will eventually let them earn points through engagement, book ground transport, and control seatback screens, all from their device. Passengers stay engaged while JetBlue captures new revenue through thoughtfully placed partnerships.
As the Lead UX Designer & Strategist, I worked closely with Reaktor’s product and engineering teams to conduct comprehensive market research and strategy, and drove UX design, mobile-first interface design, and brand alignment.
Our research revealed that 90% of passengers use mobile devices in-flight, yet most IFC portals offer limited utility beyond internet purchase. We identified an opportunity to create meaningful engagement by prioritizing mobile-first design that complements seatback screens and provides genuine passenger value. Our approach balanced three key principles: utility-first design, seamless device integration, and strategic revenue opportunities that enhance rather than disrupt the user experience.
Recognizing that the vast majority of passengers rely on mobile devices in-flight helped shift us from traditional portal thinking to platform design. Our research-driven approach identified the gap between passenger behavior and existing IFC offerings, leading to the TrueBlue OS concept of a mobile-first experience that transforms personal devices into flight command centers. We sought to reimagine what in-flight connectivity can be when it's built around how passengers actually behave.