Creating a comprehensive passenger operations management platform — front-of-house to in-air.
The Ask
Design an end-to-end operations platform empowering JetBlue crewmembers to maximize the passenger experience and back-end operational efficiency.
Synopsis
Since its 2000 launch, JetBlue utilized a complex collection of systems and apps to manage its end-to-end operations. In 2018, they approached Rokkan to integrate these systems in a single, scalable SAAS (Software as a Service) platform to deliver a best-in-class, seamless customer and operations management platform.
Project Type
Operational Platform
Industry
Travel
Client
JetBlue
Platform
Native – SAAS
Role
VP, Experience Design Director
JetBlue crews collaborate, achieving a seamless passenger journey
BlueEye serves every aspect of JetBlue’s operations across an entire passenger’s journey with the airline, and, across airport, air team and in-flight operations. The main roles and crew members who use BlueEye include:
Front of House
Pre-security teams at or around the front counter
Gate Agents
Boarding gate teams responsible for assisting
Loading Crews
The internal workings of the airport, handling and loading checked luggage and food/drink
In-Flight Crews
Flight attendants responsible for the in-flight experience and safety
Key: 
Primary Use Cases, 
Secondary Use Cases
My Methodology
Inputs, exploration, outputs, results. Case studies tell the story of that journey. But, there’s a foundation for my creativity. Methodology, toolkits, motivations, focuses.
Discovery
On-site visit
One of the most fun days of my career! We spent a day shadowing various JetBlue crew members operating on-ground at Terminal 5 JFK.
Client Material Intake
JetBlue was generous, providing documentation, screens and access to their legacy suite of operations management platforms.
Stakeholder Interviews
As with all projects, after immersion and auditing materials, we conducted a series of stakeholder interviews at JetBlue Corporate.
Strategy Insights
Our goals and insights for JetBlue BlueEye coming out of discovery:
Performance
During our discovery and immersion, we observed that the software utilized by gate crews especially took an intolerable amount of time to use, with up to 30 seconds to refresh a screen in order to receive updated information, and, more than 60 seconds to update a flight’s OOOI (Out, Off, On, In) status.
Foster cooperation btw ground and air crew members
Gate and ground crew’s primary goal is to prepare a flight to take off on-time, and as such, need a great deal of coordination between multiple teams (gate, ground, baggage, in-flight) working in concert to pull such a feat off. BlueEye needed to be able to synchronize data and reporting across teams.
Platform consolidation
Create a 1-stop portal for efficiency bespoke to JetBlue, eliminating the need for crew to rely on up to 3 platforms (i.e. Sabre, EGOR) to successfully board and prepare a plane for takeoff.
Reporting accuracy
The previous version of BlueEye cause continual frustration, often displaying and reporting incorrect information causing a significant amount of frustration and loss of efficiency, the the point where crew relied on 3rd party resources (such a FlightAware) to get correct information.
What we delivered
Welcome Screen: Logged Out
Director’s Notes
Agile & Entrenched Team
Our main team of 3, including myself, our lead visual designer, Danny Yoo and our producer/project manager, Paige Garson, entrenched at JetBlue’s corporate offices in Long Island City for the duration of this project.
Together with our JetBlue colleagues and stakeholders across Product, IT and Operational departments, our team of 12 worked across 3 sprints, identifying and workshopping business requirements, determining tech feasibility, and testing and measuring UX and UI optimization across the 4 primarily crew member types BlueEye empowered.
Outcomes
Our goals and insights for JetBlue BlueEye coming out of discovery:
74%
Adoption rate by team members within the first 3-months of launch (with the legacy platform continuing to operate concurrently with BlueEye for a grace period of 6 months)
–28 sec
Average observed reduction in times-to-complete for the 5 most common actions by check-in and gate crew, including traveler confirmation, crew tracking (flight-to-flight), bag tracking and rebookings.