HUGE

• Content Inventory:

HUGE systematically categorized the content and functionality of the current JetBlue.com site. We then established content priorities (present and future) and started to develop an overall framework for content organization.

• Card Sort and Analysis:

HUGE then conducted a card sort with a diverse cross-section of JetBlue’s target audience to identify the ways users approach and think about accessing JetBlue functionality and services. The card sort was analyzed and used as the basis of the overall site organization.

• Site Map and Workflow Development:

HUGE translated the card sort analysis into an actual site map, which defined the web site’s overall hierarchy and structure. We also developed workflows which defined the navigation for the completion of specific tasks and cross-linked between sections.

• Design Schematic Inventory:

As part of the above, we categorized pages into specific templates and prioritized them. This allowed design efforts to focus on the key page schematics and adopt a templated approach towards designing the overall site. We also defined key modules—reusable components that are reproducible across templates.

• Wireframe Development:

We then developed actual schematics and user interface specifications, which formed the basis of all user interactions and defined the strategy for each page in all its various states.

• Ongoing Functional Specifications:

Throughout the interaction design phase, our interaction design team developed and refined functional specifications to ensure development was implemented accurately (e.g. error handling, edge cases).

• Development of Design Concepts:

We explored numerous creative directions for the visual design of JetBlue.com, working with JetBlue and our user research team to hone in on one concept, which was then iteratively improved to arrive at a final look-and-feel for the website.

• Development of the Style Guide:

We then translated the final design concept into a style guide, which was used as a basis for all future iterations, minimizing HUGE’s involvement.

• Site Map and Workflow Development:

Application of Visual Design to the Wireframes: HUGE then applied the visual design and style guide to all wireframes developed during the interaction design phase. The end result was a series of fully designed templates and web pages that are used throughout the site.

To validate the designs, user testing occurred throughout the design process. We tested the validity of wireframes using paper mockups and developed prototypes of final visual designs, validating everything from the overall site structure and nomenclature to specific workflows and interactions. Also critical was testing to ensure that the essence of the JetBlue brand was successfully captured online. All designs were incrementally revised based on the results.

The new web site required custom assets that were not readily available to JetBlue—specifically, copy and photography.

HUGE assisted in copy development efforts by providing a detailed copy brief, which explicated copy requirements for the entire site. Where applicable, sample copy was included. HUGE then worked with JetBlue’s internal copywriter to finalize all of the site’s messaging.

HUGE also managed and led the creative direction of a multi-day photo shoot that captured real JetBlue customers in different travel scenarios. This artwork was used as the primary creative element for the JetBlue.com home page.

• Definition of Technical Requirements:

We evaluated JetBlue’s booking system and formed a set of technical requirements for functional additions that were needed to support marketing imperatives. As part of this process, we performed a detailed evaluation of the booking system API, and worked to find innovative solutions using API and .NET development, keeping costly changes to the actual booking system to a minimum.

• Client-Side & Server-Side Development:

We engaged in all client-side development for the new JetBlue.com site, making heavy use of AJAX in addition to HTML, JavaScript and Flash ActionScript programming. In addition, HUGE shared .NET development of the new site with JetBlue’s internal IT resources, focusing heavily on defining the business logic, developing the presentation layer, and ensuring compatibility with a myriad of third-party systems and APIs.

• Content Management System Implementation:

The new JetBlue.com has all content managed through Interwoven TeamSite.

HUGE engaged in full-cycle development and implementation of this solution, including data capture templates, presentation templates and workflows, as well as the handling of administrative issues.

• QA:

Internal QA test scripts were developed based on functional specifications. QA was conducted in parallel with client side development. As code was developed, our QA analyst tracked and submitted issues into an internal tracking software, where issues were evaluated, prioritized, and resolved based on critical relevancy.

• Deployment:

We worked with JetBlue’s IT team to ensure the production server environment was compatible with our

deliverables. Ongoing development planning meetings with JetBlue’s IT team were set up to discuss technical and logistical coordination of deliverables.