• by Tanya Gazdik , February 6, 2012

JetBlue Airways has revamped jetblue.com and mobile.jetblue.com and is introducing a new iPhone application.

The sites use “smart” technology to personalize and simplify the customer experience, from the point of booking through the time of travel and even after, when travelers need a ride home from the airport.

The iPhone mobile application introduces on-the-go ease for booking, check-in and flight status. JetBlue continues to expand its digital presence with geo-location and push notifications to help customers stay informed about important real-time travel information.

New extras with the application including virtual postcards whereby customers can share their travel experiences with friends and family or easily post to their favorite social network. The app also includes features for easy sharing of itineraries, and even gives customers access to the airline's in-flight amenities, including snack and beverage offerings, movie previews, and  DirecTV schedules for the duration of their flight.

The refresh was developed with Rokkan, the airline's digital agency of record, and Double Encore, the airline's mobile application developer.

The website and app are the first phase of the airline's goal to “redefine the digital airline space” that deepens the airline's relationship with customers, said Michael Stromer, JetBlue vice president of customer connections. "Every aspect of the JetBlue experience is focused on how to make things easier and more enjoyable for the customer, whether it's booking a ticket online or getting your bags at the end of your journey," he said in a release.

During the redesign development, JetBlue interviewed its crew members and polled more than 15,000 customers from the airline's JetViews panel, a group of engaged JetBlue customers who have opted to participate in feedback sessions, to ensure the products being built ultimately meet the needs of its customers.

Ninety-five percent of customers surveyed said they would be interested in a smart site that is aware of their active travel plans and would provide relevant updates accordingly; 80% voiced interest in fares and offers based on their location; and 70% said they would want to know about airfare deals based on their TrueBlue preferences, such as favorite or most-frequented destinations.

Based on this feedback, the website's navigation is now cleaner, making it easier and faster for customers to find the most important travel information for their trip, the company says. The website also boasts Akamai integration for speed and a new targeting engine that sends messaging based on the customer's location, travel history and preferences that are linked to the airline's customer loyalty program, TrueBlue.

Members can sign into their TrueBlue account on the homepage, and once logged in they can view their travel information about upcoming flights without any clicks. Additionally, social media widgets are now prominently featured on JetBlue's website footer, making it easier to share travel details with friends and family.

The site offers an innovative new "Pick Me Up" feature, allowing customers to send their airport information to loved ones along with pick-up location, maps and traffic information for traveling convenience.