Paisly by JetBlue Travel Bags

Lead Product Designer

Paisly by JetBlue decided to expand into a new category and attempt to sell luggage to complement its existing travel services. This would be its first attempt at selling travel-related service products. The company partnered with luggage manufacturers to create new products that were suitable for air travel.

 

Research

Before initiating the design process, I first conducted user research and competitive analysis to gain insight into customers' luggage buying habits, including when and why they make their purchases. Additionally, I analyzed competitor websites to identify common features and functionalities of luggage shopping experiences.

 

Key user research findings

  • Varying timelines for when they started to pack for their trip, ranging from a week in advance to the day of departure.

  • Typically purchased a new travel bag before a trip, during the packing process, or after the trip.

 

Wireframes

In order to meet industry standards, I implemented a sliding carousel of images on both the search and product detail pages. Additionally, I changed the cart summary to highlight two functions - select the number of bags and proceed to checkout.

 

Search page

Product detail page

 
 

Payment page

 

Confirmation page

I set up the design system for Paisly, which established a look and feel that was applied while creating these designs.

 

What is unique about this product detail design?

  • Ability to scroll through images on the product detail page

  • Fits in JetBlue overhead flag

  • Taxes are calculated at checkout

  • Customer reviews

  • Two confirmation states

    • Purchased

    • Shipped/track

 

Return portal designs

 

User testing

The testing supported the designs and no UX issues were found.

Details:

  • Easy for customers to get through the flow

  • Customers liked that they would know if a bag could fit on a JetBlue aircraft

  • Did not use the filters - so we made them more prominent

  • Confusion between some bag names. Pending solution with business partner

Launch

After finalizing the design, we launched the new luggage shopping experience on Paisly by JetBlue's website. The design received positive feedback from customers and partners alike. Customers found it easy to browse and select luggage options that met their travel needs.

Outcome

With an extra push from marketing, customers were directed to the travel bag section of the website. In the very first week, we successfully met industry standards for e-commerce conversion rate (2 percent).