The situation
As JetBlue grew, it outgrew its intranet, HelloJetBlue. It had become outdated. It stopped representing the brand, became difficult to navigate, and lacked the fun personality and thoughtful personalization the airline prides itself on. Simply put, it wasn't JetBlue.
The challenge
Imarc’s mission was to create a new HelloJetBlue that would get users excited to engage deeply.
The solution
Imarc worked with the airline to create a social intranet that provides Crewmembers with easy access to tools, resources, and information while encouraging collaboration and communication.
Imarc created the intranet using user libraries to deliver a custom, robust system that fits their exact needs. Scaled to support millions of hits daily, HelloJetBlue integrates with JetBlue’s SAML-based SSO system. AJAX loading delivers supercharged site speed, and a flexible CMS provides increased administrative efficiency.
Supporting a very strong, positive company culture, HelloJetBlue offers a combination of resources, tools, and news packaged in a friendly, imaginative way. The intranet keeps JetBlue’s employees, known as crewmembers, motivated and firmly grounded, even while soaring above the clouds.Jakob Nielsen, Principal of Nielsen Norman Group.
The results
JetBlue's new, fully responsive, user-centric, Nielsen Norman Group award-winning intranet is accessible via laptop or smartphone even at 35,000 feet. Crewmembers can search it by letter, name, workgroup, or even save the ones they use most often. They can also show their love for a story or article by hitting the “That’s Fly” button.
Engagement metrics
In designing a new HelloJetBlue, we wanted to tap into our fun value and playful brand voice while at the same time living up to the personal, helpful, and simple experience that we are known for by customers and crewmembers alike.Kate McMillan, JetBlue Communications Manager
The future
With a more efficient system in place, JetBlue now has a connected and empowered digital workspace that embodies its brand, stimulates its culture, and drives (or should we say, flies) its business. Today, we continue our relationship as we update and enhance the HelloJetBlue experience for all crewmembers.
It was an honor to work with Imarc. They demonstrated, very early on, a true ability to understand our business and solve for our needs—create a new intranet site, one that would increase engagement and foster community. Imarc delivered incredible results, taking our former site to new heights. We couldn’t be happier with their work and subject matter expertise.Jonathan Weitz, Former Digital and Online Communications Manager
STATEMENT OF WORK INCLUDED
Strategy & research
- Persona development
User experience
- Sitemaps
- Wireframes
- Responsive design
- Front-end development
Creative
- Style guides
- Visual design
- Art direction
- Taglines
- Messaging & brand persona
- Illustration
Development
- Complex integration
- Ongoing support & maintenance
Digital transformation
- Custom web applications