INCREASING CLUB JETSTAR MEMBERSHIPS BY 13% THROUGH TRUST
Customers were interested in joining Club Jetstar, but many abandoned the purchase before payment. Instead of simplifying the onboarding flow, research revealed a different problem: customers didn't understand the value of the membership. By redesigning the experience around transparency and trust, we increased membership sign-ups by 13%, generating $480k+ in incremental revenue.
Role
Lead Product Designer
Duration
6 months
Team
Product Manager ● Engineers ● Research
OUTCOMES AT A GLANCE
+13%
Membership conversion
$480k+
Revenue
Pricing Transparency
Focus
End-to-end design
Role
Customers weren't dropping off because the flow was difficult.
THE PROBLEM
Business believed the issue was friction within the sign-up flow.
My role was to understand where customers were dropping off, and identify opportunities to improve conversion while maintaining transparency and trust.
I started by reviewing analytics, customer feedback, support tickets, existing onboarding experiences, and also utilising research methods.
CUSTOMER INTERVIEWS
EXISTING EXPERIENCE AUDIT
STAKEHOLDER WORKSHOPS
JOURNEY ANALYSIS
CUSTOMER INSIGHTS
"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.
Our original hypothesis was wrong!
KEY INSIGHT
The issue wasn't that there was friction during onboarding, but a lack of customer confidence.
People were willing to continue through the booking flow journey, but they reached the payment step before understanding the value of the membership. By then, many chose not to continue.
We changed the design question from:
How can we reduce friction?
How can we help customers feel confident that Club Jetstar is worth paying for?
Exploring 3 directions
DESIGNING THE SOLUTION
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. Improve pricing transparency (chosen option)
Our chosen design helped customers understand both the cost and value before reaching payment, directly addressing what we learned in research.
The final experience focused on helping customers make informed decisions with confidence
FINAL SOLUTION
Clearer Membership Value
Benefits were simplified and prioritised based on customer
Improving Pricing Transparency
Pricing information was surfaced earlier and explained more clearly
Design System Alignment
The solution leveraged existing design system components and patterns to ensure consistency across the jetstar ecosystem.
Transforming research into a shippable product
WORKING WITH THE TEAM
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.
IMPACT
Outcome
The redesign moved the experience from getting customers to purchase quickly to helping them make an informed decision.
The result was a success! Measurable improvements for both customers and the business were observed, and continue to improve.
↑13%
Membership sign-ups
$480k+
Revenue
↓
Drop-off during onboarding
✓
Understanding of membership
✓
Reusable design patterns
REFLECTION