Jetstar — Club Jetstar
Interaction/Visual Design + User Testing

Description
The Club Jetstar program has recently had its benefits updated to include cheaper prices on various products including flights, the business has a goal of significantly increasing the membership to this program.  Jetstar need to heavily promote the awareness, engagement with and sign up of their "Club Jetstar" program. The sign up process must be able to happen during the booking process within the booking engine.

The design solution should easily identify the value proposition of Club Jetstar membership. Allow customers who have Qantas Frequent Flyer points to view and pay for flights as they have been identified as high value.  It also needs to have a positive or neutral overall effect on booking engine conversion (i.e not negatively impact conversion or customer experience).


Design
Flight selection
Desktop flight page.
Mobile flight page.
Earlier exploration for dual pricing.

Baggage

Desktop baggage page.
Mobile baggage page.

Seats
Desktop seats page.
Mobile seats page.

Product drawers
Desktop and mobile product drawers.
Earlier exploration for product drawers.

Review and pay
Desktop and mobile review and pay page. Using a handwriting device to further reiterate the benefits of having Club Jetstar in order to reduce cognitive dissonance after purchase.

Extras
Desktop and mobile extras page.

Confirmation
Desktop confirmation page.
Mobile confirmation page.
Desktop and mobile remove modal boxes.

Passenger
Login and sign-out state for desktop passenger page.

Club Jetstar landing page

Login and sign up
Login and sign up modal boxes on desktop and tablet.
Mobile login, sign up forms. Explore a variation with legal text in it.

Qantas Frequent Flyer
Earlier conceptualization effort around Qantas Frequent Flyer.
Radio toggle to view flights in QFF or dollars.
Checkbox to reveal QFF in situ with dollars.
Payment page where user is able to adjust how much QFF points there want to spend.

User testing 1 & 2
Demographic overview
2 key groups:
• Single and couple travellers.
• Business travel coordinators.

All participants had travelled at least once in the past year and were looking to book travel again in the next 6 months. Half of participants had booked Jetstar in the previous year and half had not.

Scoring (CSAT + CES)
Customer Satisfaction (CSAT) is a measure of how products and services supplied by your company meet or surpass customer expectation. Participants are asked to rate their experience from 1 to 10 where 1 is very dissatisfied and 10 is very satisfied. E.g “How would you rate your satisfaction with this feature?”

Customer Effort Score (CES) is a measure used to obtain insight to a participant's perceived effort to complete a given task. Participants are asked to rate their effort from 1 to 10 where 1 is easily completed and 10 is very difficult to complete. E.g “How much effort was required to complete your task?”

User testing 1
Method: In person user testing.
Participants: 10 people with 1 cancellation.
How: inVision clickable prototype.
Tasks: 3.


Executive summary
Positive
• Most participants noticed, understood and were able to differentiate dual prices (standard and Club Jetstar).
• Majority of participants were comfortable and were expecting the Club Jetstar intercept upon hitting 'Continue' with applicable flights selected.
• Almost all participants found the Club Jetstar savings important and useful.
• The Gigya account (3rd party log in and sign up product) system was seamlessly integrated into the experience.

Negative
• Many participants questioned the difference between a Jetstar account and 'Club Jetstar' membership.
• 6 out of 9 participants found the forced login disruptive prior to selecting flights as it was not expected at this point.

Tasks:
Task 1) Complete a flight booking. Select Club Jetstar flights, sign-up for a Jetstar account and subscribe to the Club Jetstar membership.

Task 2) Complete flight booking process. Select regular priced flights and sign-up for a Jetstar account.

Task 3) You are interested in becoming a Club Jetstar member. Subscribe to Club Jetstar through a Club Jetstar promotional page.

Flows:
Flow 1A, Task 1) Forced login before flights
Forced login and Club Jetstar drawer invocation on 'Select Flight'.

Flow 1B, Task 1) Intercept after flights
No forced login, Club Jetstar drawer invocation on ‘Continue'.

Flow 2, Task 2) Forced login after flights 
Non-Club Jetstar flow - Forced login after ‘Continue’ on flights select page to sign up for a Jetstar account.

Flow 3, Task 1) Intercept after flights 
Updated Club Jetstar drawer invocation on ‘Continue' and sign up at pax page.

Flow 4, Task 3) Anchor purchase from Jetstar.com
Subscribe to Club Jetstar through a Club Jetstar promotional page.
Analysis
User testing day 1 analysis.
User testing day 2 analysis.

Key findings (Member's prices)
1. Flights select page
6 out of 9 participants were able to identify and distinguish the difference between a Club Jetstar and regular fare.

2 participants mentioned that the copy ‘Non-member’ was confusing and assumed that a Jetstar account holder was entitled to that fare.

Recommendations: 
On the flights page, update copy from ‘Non-member’ to ‘Non-Club Jetstar member’ or similar to ensure users understand the prerequisite to access these fares.

2. Baggage page
Monday
4 out of 5 participants were not confident and sometimes confused if the displayed price was a regular or discounted price. 
4 out of 5 participants missed the savings reminder.

Thursday
4 out of 4 participants were able to identify and differentiate the prices displayed.
3 out of 4 participants noticed the savings reminder.

Recommendations: 
On the baggage page, utilise the slashed pricing layout to identify savings available with minimal effort.

3. Review and Pay page
A majority of participants celebrated the savings and thought that was an important feature to have as a Club Jetstar member.

Recommendations: 
On the review and pay page, maintain the handwritten ‘savings’ indicator to provide positive reinforcement to Club Jetstar members and increase positive sentiment.

Key findings (Account and Membership)
1. Forced login
6 out of 9 participants found the forced login to be “interruptive” and “a pain” and were inclined to continue as guests.

There was some appetite for users who foresee themselves using this if they were going to be frequently traveling with Jetstar. 

Users were more receptive to a account creation/login screen which mimicked those found on other sites in layout and function.

Recommendations: 
‘Forced login’  should only be utilised when a user has selected a Club Jetstar membership, this avoids any undue friction for other users and is more accepted by those who have opted in.

2. Club Jetstar drawer intercept
6 out of 9 participants preferred the Club Jetstar drawer intercept upon selecting ‘Continue’, noting that it was more “streamlined” and less “distracting”.

5 participants said there was too little information about Club Jetstar to commit.

Some participants were questioning how they would remove the membership and the consequences of it (which will be explored further in later stages).

Recommendations:
• Based on all participants’ feedback and CSAT scores, we are confident that users would be more comfortable having the Club Jetstar intercept after selecting flights, before moving on to the next page rather than on flight selection.
• Upselling Club Jetstar as a product helped participants understand the concept of Club Jetstar better.
• Considering the commitment required and the feedback provided about the lack of information, the copy and content on this drawer should be updated in conjunction with other marketing activities to increase awareness.

3. Account registration vs Member subscription
Top left/Bottom left: Monday testing. Top right/Bottom right: Thursday testing.

Monday
4 out of 5 participants were slightly confused and were not able to distinguish account creation and a Club Jetstar member subscription. We think the confusion came from the designs looking too consistent and participants not being able to understand that Club Jetstar is a product.

Thursday
We updated the ‘Account registration’ to follow conventional account creation screens and Club Jetstar drawer to look like more other products in the flow. This decreased the confusion significantly.

Recommendations:
• Giving Club Jetstar a more ‘premium account’ name (ie Jetstar Gold, Jetstar Plus), would help users understand Club Jetstar better.
• In the short term updating copy to “Upgrade to Club Jetstar” might give users a clearer idea that it is one singular account and decrease confusion between a Jetstar account and Club Jetstar.

4. Registration in drawer vs Registration on passenger page
Signing up in drawer (Monday)
Participants were able to see more of the connection between creating the account and subscribing to Club Jetstar. Account creation was “quick” and “easy” to a majority of participants.

Deferred sign-up to ‘Passenger page’ (Thursday)
There was some disconnect where participants did not understand why the account creation was mandatory. Some participants even tried to skip the account creation step and were not able to tell that the form fields were disabled until the registration is complete.

Recommendations: 
Where applicable, combine the account creation/login for Club Jetstar into one interaction. The passenger page account sign up/login should remain as an opportunity for that process alone.

Key findings (Anchor flow)
All participants were very comfortable with this process, noting that it was “logical”, “streamlined”, “very simple”. This scored a CSAT of 9 and a CES of 1.

Summary
Considering all participants’ feedback, together with CSAT and CES scores:
• Utilise updated Club Jetstar JDL drawer to upsell membership as a product.
• Invoke the product drawer only on leaving the flights page or by selecting an upsell component.
• Force those users selecting Club Jetstar to login or create an account at that point.

User testing 2
Method: In person user testing.
Participants: 6 people.
How: inVision clickable prototype.
Tasks: 3.

Executive summary
Positive
• All participants had a very positive experience when performing the task of ‘Removing’ membership.
• Almost all participants noticed and understood the member benefit banner on bags and seats.
• Participants reacted more positively to the updated Club Jetstar drawer.
• Most QFF participants understood the 3-tiered pricing.

Negative
• Many participants did not notice the promotional banner on flights page.
• Majority of participants found the updated login/signup screen “too busy” and “confusing”.
• 4 out of 6 participants found the forced login disruptive (prior to selecting flights) as it was not expected at this point. Similar sentiment from user testing 1.

Tasks:
Task 1) Login to an existing Jetstar account, and complete a flight booking. Select regular priced flights and pick up Club Jetstar on ‘Extras’ page.

Task 2) Select Club Jetstar priced flights, complete flight the booking process, sign up for a Jetstar account, remove Club Jetstar at ‘Review and pay’ page.

Flows:
Flow 1, Task 1) Forced login before flights + Addition of Club Jetstar on ‘Extras’.

Flow 2, Task 2) Removal of Club Jetstar.
Analysis
Key findings (Great experience confirmed)
1) Slashed prices on ‘Baggage’ and ‘Seats’.
2) Savings summary on ‘Review and Pay’.
3) Club Jetstar upsell intercepting AFTER ‘Flights selection’.
4) Dual prices on ‘Flights selection’.

Key findings (Member's prices)

1. Flight select page
5 out of 6 participants were able to identify and distinguish the difference quicker between a Club Jetstar and regular fare with the addition of ‘Club Jetstar’ to the label.

Throughout UT and guerilla tests, we noticed a group of participants who would expect to receive the aesthetically bigger, displayed price, and often felt “misled” or “deceived” when the regular amount was added into the cart instead.

2. Baggage and seats page
6 out of 6 participants were able to identify and differentiate the prices displayed.

3 out of 6 participants noticed the savings reminder banner immediately. With the help of the slashed prices, participants were searching around for cues for how much they are able to save.

3. Qantas points
We tested ‘Toggle’  experience for viewing Qantas Points with 4 participants. 3 participants were confident that they could distinguish and understood the differences between currencies easily.

Recommendations (Member prices and Qantas points): 
• Non-club Jetstar prices to maintain hierarchy/layout on flight card (i.e first/larger price) deployed as optimisation test for launch.
• Club Jetstar product card/draw should highlight discounts to bags and seats more clearly.
• Further optimisation experiments on position and layout of ‘20% off bags’.

Key findings (Account and Membership)
1. Forced login
Majority of participants found the forced login before ‘Flight selection’ to be “unexpected” and “feels like an ad” and were inclined to continue as guests.

Majority of participants said the content within the modal was “busy” and “confusing”, leaving them inclined to want to go ‘Continue as guests’. However, because of the overwhelming content, participants weren’t able to find the option to ‘Continue as guests’.

Some participants also mentioned that they would have liked to know more about the benefits of having a Jetstar account.

2. Club Jetstar drawer
A majority of participants had a positive experience with the updated Club Jetstar drawer, particularly with the price comparison table which gives them a simple breakdown of their savings.

Many participants were very sceptical and had negative feelings towards ‘auto-renewal’ messaging within the product card.

No participants commented that there was too little information to commit, as compared to the comments in Round 1 of UT.

3) Removal of Club Jetstar membership
All participants had a very positive experience with the ‘removal complex dialogue box’, stating that it was a “good way of informing people” and “would be compelled to keep membership”.

Recommendations (Account and Membership): 
• Based on all participants’ feedback and CSAT/CES scores, we are confident that having a forced login/signup between ‘Flight Calendar’ and ‘Flight selection’ is too early in the flow and unexpected for users causing distraction and friction.
• The interaction of joining/adding Club Jetstar via the drawer was very successful however many user’s commented on the content being ‘incomplete’.  Specifically around exact discounts and benefits.
• Consider removal of auto-renew by default as this was identified by most users as extremely negative.