Overview
Analyse Club Jetstar, enhance it's appeal and value as well as potential new customers.
Club Jetstar is Jetstar airway's (Qantas airways subsidiary) subscription-based membership program, offering exclusive discounts, early access to deals, and travel perks. While the program provided significant value, the onboarding process faced usability challenges, leading to friction in sign-ups and user drop-offs.
My role.
Lead UX/UI Design
Research
Timeline.
June - December 2024
Key responsibilities.
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Conducted user research & usability testing to identify pain points.
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Designed and implemented an optimized onboarding flow.
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Conducted A/B testing to validate design decisions.
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Collaborated with product managers, developers, and stakeholders to align business and user needs.
Achieved a *xx% increase in new memberships
Achieved *$xxxK in additional revenue during the 2024-2025 FNY
*hidden for confidentiality
The problem
Research goals
The existing Club Jetstar onboarding flow had a higher drop-off rate than expected, preventing potential members from completing the sign-up process.
Key issues identified:
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Cognitive overload - Users were presented with too much information
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Lack of transparency - Users were unclear about membership benefits
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Mobile usability concerns - Friction points in form inputs and navigation
How might we simplify the onboarding process to improve conversion rates and enhance user engagement?
Research & Discovery
User Research & Testing
To understand user pain points, I conducted:
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Usability Testing: Observed how new users navigated the onboarding experience.
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Survey & Feedback Analysis: Gathered insights from existing and potential members.
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A/B Testing: Tested multiple variations of the sign-up flow to determine which performed best.
Key issues
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Users felt overwhelmed by the excessive information
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A familiar trend within the user testing was the question about how much they saved IF they were a member vs. how much more they were spending without the membership
Design Process & solutions
Simplifying the Sign-Up Flow
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Problem: Users were dropping off before completing registration.
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Solution: Streamlined the onboarding journey into progressive steps, reducing cognitive load.
Enhancing Value Communication
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Problem: Users hesitated due to unclear membership benefits.
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Solution: Introduced visual breakdowns of perks to reinforce value upfront.
Intercept (designed before I joined)
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My task was to up-do a page that was used from the beginning of Club Jetstar until the time of re-do 2023
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Modernising the page using new assets
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Using new icons and reduction of text to highlight unique selling points
Intercept v1
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Adding USPs that indicate the value of the membership and highlight savings
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Users may not be aware that joining Club Jetstar offers savings on baggage and seat selection. To clarify this, I introduced tick icons within the booking process, visually highlighting the discounts applied to these items in real-time.
V1
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Unique selling points
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Concise
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Price breakdown
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Icons and ticks
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Updated assets + colours
Mobile
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Old design was not responsive
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Reduce height, user does not need to scroll too much
Personal note: Shortly after finalizing this design, I realized that the triangle element at the bottom wasn’t as visually pleasing as I had intended. The reason for this 'cutout' was to make the program information more evident. This experience reinforced the importance of peer reviews and gathering diverse perspectives early in the design process to catch potential issues before finalization.
Intercept v2 - 2024 - current
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One of the most common user concerns was the lack of clarity around the final cost when adding a membership to their booking.
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users responded positively to the price breakdown table, as it provided transparency and increased interest in purchasing the membership.
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Some participants found the green tick icons confusing, as it wasn’t immediately clear how they related to their booking.
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Recommendations: Rather than focusing solely on displaying discounts, introduce a clear price breakdown that directly compares the membership price to a standard booking, making the savings more intuitive.
V1
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Better price breakdown table
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Transparency in designs and content
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Removal of green ticks
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Better page spacing UI
Mobile
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Responsive while not sacrificing dual-column table
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Further reduction of page height
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Added a new column to the table to clearly compare the Club Jetstar price vs. the regular price, emphasizing the savings.
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Displayed the total cost upfront, including the membership fee, to enhance pricing transparency.
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Removed the green tick icons, as they did not effectively convey relevant booking information.
Personal note: I finally had the opportunity to refine the triangle design, making it more visually appealing. More importantly, I’m especially proud of the improved pricing transparency—clearly showing users exactly what they’re purchasing. This change not only enhanced clarity but also boosted user confidence in their decision-making.
Mobile-Optimized UI
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Problem: Friction in mobile usability, causing frustration.
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Solution: Improved to make sign-ups effortless.
Outcomes
Positive user conversion
Our A/B testing proved positive and the new design was published to the live site
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xx% increase in new memberships
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$xxxk+ in revenue post publishing
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Reduction in drop-off rates
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Enhanced mobile usability
Final thoughts
Final thoughts
This was my first large-scale, customer-facing design project as a lead designer. It allowed me to apply data-driven UX decisions, iterative testing, and scalable onboarding optimizations. By leveraging user insights, A/B testing, and intuitive design principles, we successfully enhanced the user experience, increased conversions, and drove measurable business impact.
Next steps
Moving forward, I would continue refining the page based on user behavior analytics and further optimize accessibility to create a more inclusive and seamless experience for all users.