In the morning’s second keynote, Jonathan Stephen, head of mobile, JetBlue Airways, discusses how the company last year launched its “Digital Refresh” effort to overhaul its range of digital services to improve the travel experience. That initiative led to JetBlue launching a new Web and mobile site as well as its first iPhone and Android apps. A key design theme, based on consumer input, was to create mobile services that assist uses throughout the “travel ribbon” from booking to in-flight to reaching their destination. One of the main benefits JetBlue has seen after launching its apps last year was a 10% monthly increase in enrollments in its TrueBlue loyalty program, said Stephen. He called TrueBlue the "backbone" of it digital products because it drives a much more personalized experience for customers.