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JetBlue BlueEye

Design Leadership is Systems Leadership

BlueEye unified JetBlue’s fragmented operational tools into one intelligent platform supporting 22,000 crew members across 1,000+ daily flights.

As Experience Design Director, I led product strategy and UX architecture to turn broken workflows, manual data entry, and inconsistent information into a cohesive, flight-centric system.

  • Role

    Experience Design Director

  • Focus

    Product strategy, UX architecture, Enterprise Ops platform

  • Duration

    6-months

Samsung tablet with BlueEye Homescreen
Samsung tablet with BlueEye Flight Tracker view
Samsung tablet with BlueEye departures arrivals list

Outcomes

74% adoption
-28s per task
-3m turnover
More Detail
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The Challenge

Crewmembers: “We need some cover to do our job well.”

Gate, ground, and in-flight teams were operating under constant pressure — juggling customer needs, time-sensitive tasks, and unpredictable conditions with tools that didn’t match the reality of the job.

Data Buried Across Multiple System

Crews searched across several unconnected tools for basic flight info.

Nothing lived in one place, slowing decisions and creating inconsistent answers.

Manual EGOR Entry & Memorized Data

Performance reporting relied on manual entry and memory.

Agents re-typed timestamps or pulled data from other systems, leading to errors and lost time.

Unable to Provide Adequate Support to PAX

When asked about delays, inbound aircraft, seating, or connections, crews often lacked reliable, current information.

This made it hard to reassure customers or resolve issues confidently.

Performance Breakdowns During Critical Moments

During boarding and IROPS, systems lagged or froze, forcing workarounds.

Newer crewmembers (“Baby Blues”) struggled without guided tools to keep pace.

Ten Tools. Multiple Broken Workflows.

Gate, ground, and in-flight teams relied on ten separate apps to run a single flight.

The fragmentation created bottlenecks that slowed turnovers and strained crews.

Four Roles, One Rhythm

Understanding the Human System

Through on-site shadowing at JFK, we witnessed how front-of-house, gate, loading, and in-flight teams depend on one another to serve customers and keep operations moving.

We also saw:

  • Crews inventing workarounds
  • New hires struggling without process support
  • Gate/ground teams syncing by instinct, not tools
  • Misalignment whenever systems lagged or conflicted

Designing BlueEye meant unlocking operational empathy, where every crew member the same truth.

Infographic of the multiple journeys and users associated with the BlueEye app/platform.

Diagram displaying our 4 primary crew members (end users) and their major Filled in dot, denoting a major function/task for a JetBlue crew member and minor Empty dot, denoting a minor function/task for a JetBlue crew member roles across a passenger’s journey.

Vision & Approach

Fragmentation to Flow

Our north star: build around the flight as the universal anchor. BlueEye provides a shared, real-time operational picture — with role-specific context, automated data capture, and dramatically fewer manual workflows.

To solve the gaps crews lived daily, we designed BlueEye to:

  • Auto-record key performance data (EGOR)
  • Reduce multi-system dependency (Sabre, FlightAware, eGOR)
  • Prioritize speed and accuracy
  • Tailor UX by role (AO, GO, MX, In-Flight)
  • Support responsiveness across desktop, mobile, and tablet
  • Introduce keyboard shortcuts for pro workflows

This wasn’t a redesign — it was an operational re-architecture.

To the right: a proposed application architecture for BlueEye, enabling shared views between crew members and their roles.

BlueEye Application Architecture
Wireframes: Flight View
We designed a two-column UI: the left column maintains consistent context for the flight being serviced, the right column enabled key tasks associated with the flight.
BlueEye Wireframe of plane flight schedule
Flight History View
Crews responsible for prepping a flight were focused on routes over equipment (planes). We shifted the paradigm of management to reflect this focus.
BlueEye Wireframe of search breakdown
Filter Panel Breakdown
BlueEye Wireframe of ACARS information
Flight module breakdown

Leadership Through Change

When the Roadmap Collapsed, We Redesigned the Process

Incomplete business requirements stalled progress mid-project.

I re-formed a Core Product Team, introduced structured discovery workshops, mapped the full IA, and re-scoped sprints — restoring momentum in two weeks and establishing a repeatable cadence for JetBlue’s wider product organization.

This shift became foundational to the project’s success.

Outcomes & Legacy

One Platform, One Team

BlueEye didn’t just streamline operations — it gave crews time back. By aligning people, data, and purpose, JetBlue could fully live its promise: “You Above All Else.”

74%
Adoption Rate

Within 3-months of platform launch

28s
Time Reduction

Average time savings across the 5 most time intensive tasks for gate agents.

3m 5s
Faster Turnover

From completing deboarding on arrival until gate closed  upon boarding completion for the departing flight.