DESIGN • RESEARCH
Club Jetstar
Club Jetstar's onboarding experience presented an opportunity to improve how customers understood the membership and its value.
I worked on redesigning the onboarding journey with a focus on reducing friction, improving price transparency and helping customers make a more informed decision.
The work combined UX research, design exploration and collaboration with stakeholders to address customer concerns while supporting the business goal of increasing membership sign-ups.
Outcome: The project contributed to $480K+ in incremental revenue. The membership sign-up metric should be presented with its precise definition and measurement period.
Overview
Role
Lead Product Designer
Duration
6 Months
Team
Product manager, engineers
Membership conversion
13%
Revenue
$480k+
The problem
Lack of transparency.
The intial thought was friction within the flow. My role was to understand where and why customers were dropping off, and find oppurtunities.
Research using stakeholder workshops, customer interviews, existing experience audit, and journey analysis.
"I don't know what I'm paying for"
Customers couldn't judge whether the membership represented good value
"What are the other benifits?"
Benefits were hidden behind the purchase decision.
"There's so many numbers... I'd just skip this [page]."
Pricing information felt overwhelming.
Key insight
Wrong hypothesis.
Through our research methods, we found that it wasn't friction, but a lack of customer confidence.
Key insight
New hypothesis.
How can we help customers feel confident that Club Jetstar is worth paying for?
Designing the solution
3 design tests
01. Reduce onboarding steps
Faster to complete, but didn't address why customers were abandoning.
02. Increase promotional messaging
Made the offer more visible, but there was a risk of skepticism with excess information.
03. Improving transparency + reducing information load
The winner
Our chosen design helped customers understand both the cost and value before reaching payment, directly addressing what we learned in research.
Key insight
Decisions through testing
The final experience focused on helping customers make informed decisions with confidence
Clearer membership value
Benefits were simplified and prioritised based on customer.
Improving pricing transparency
Pricing information was surfaced earlier and explained clearly
Design system alignment
The solution leveraged existing design system components and patterns to ensure consistency across the Jetstar ecosystem.
Responsive
Making the page mobile friendly
Working with the team
Communication.
Throughout the delivery of the product, I worked closely with Product and Engineering to ensure the final experience remained both technically feasible and aligned with out design system.
I facilitated workshops to align stakeholders around the findings, worked with engineers to identify constraints, and created prototypes to balance customer understanding with business goals.
Working with the team
Reflection
This project made me learn a lesson, that initial assumptions aren't always the right one. By reframing the problem around trust and transparency, we were able to solve the underlying need rather than optimising the wrong part of the experience.