Over the course of nearly 5 years at JetBlue Airways, I saw the website through three facelifts. Given that the entire production staff consisted of one person, myself, for the first two and a half years, it was difficult to launch a full blown redesign. We did embark on a redesign exercise at one point enlisting the help of Sapient, but the Marketing executives that had approved the designs left the company and new directives and ad designs sought to change the visual direction. Thus, the project was put on hold and subsequently cancelled.

Below are screenshots of what the site was, what it became and where it was headed until a formal redesign. I had enlisted the help of an interaction design agency, HUGE Inc. to assist in the redesign of jetblue.com. The Sapient redesign failed because the information architecture of the site had never been fully realized while the overall visual design had already been approved.

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