Case study Club Jetstar | Sri Rajan UX Designer

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OVERVIEW

To improve conversion and reduce drop-off during onboarding, I led the end-to-end UX redesign of Club Jetstar’s sign-up experience. The new flow simplified decision-making, clarified membership benefits, and optimized mobile usability. This resulted in a 14% increase in new memberships and $480K+ in additional annual revenue.

Through user research, iterative testing, and a mobile-first design approach, we transformed a high-friction process into a seamless, value-driven experience.

My role

Lead UX/UI Designer

Research

Timeline

June - 2024 December

Before & after

(designed before I joined)

PROBLEM

How can customers be expected to join a program when they don’t understand the pricing, how it impacts their bookings, or what value they’re actually getting?

The Club Jetstar onboarding experience was outdated, inconsistent across platforms, and unclear to new users. As a result, prospective members struggled to understand the value of joining, and many dropped off before completing sign-up. Despite the program’s strong value proposition — exclusive fares, discounts, and early access deals — conversion rates were lower than expected, and revenue growth had plateaued.

The design team alongside product owners was tasked with improving the onboarding journey to:

Increase new membership sign-ups
Reduce friction in the sign-up process
Clearly communicate membership benefits across web and mobile
Align the experience with Jetstar’s evolving design system and accessibility standards

RESEARCH & DISCOVERY

To understand why users were abandoning the Club Jetstar onboarding process, I conducted a mix of qualitative and quantitative research methods:

UX Audit: Reviewed the end-to-end onboarding flow across web and mobile to identify usability gaps and inconsistent patterns.
Analytics & Heatmaps: Analyzed drop-off points using funnel data and session recordings to locate friction in the user journey.
Stakeholder Interviews: Collaborated with marketing and customer support teams to understand common complaints and user confusion.
Competitor Benchmarking: Evaluated loyalty program sign-up flows from other airlines and travel brands to assess how value was communicated.
Content Review: Audited messaging across entry points to determine if the benefits of Club Jetstar were clear and compelling.

Key Insight: Many users didn’t fully understand the value of Club Jetstar until the very end of the sign-up flow, and inconsistent UI patterns created unnecessary hesitation, especially on mobile.

Version 1 aka quick fix face-lift (2023-24)

PAIN POINTS

We tried a simple face lift, however it wasn't enough, back to the drawing board

I began with a UX audit (alongside the product owner, business analyst, and various other stakeholders) of the existing onboarding flow and analyzed drop-off data. Common user complaints included:

Value: Confusing list of benefits, what was included, and when it was included - addition of green ticks were confusing
Pricing: Still a lack of clarity around pricing and renewals, unsure about the price with the membership and without
Mobile: slightly better than before

When Variant 1 didn’t drive the impact we anticipated, it highlighted the importance of raising usability concerns early — in this case, around pricing clarity. The experience became a turning point: I used real user feedback and data to reframe the problem, explore new design directions, and advocate for a more intuitive, user-first solution. It strengthened my ability to think critically, iterate quickly, and confidently challenge business decisions when they don’t align with user needs.

RESEARCH -> REDESIGN

Following UX audit and user research, can we design something that makes sense now?

A recap of the issues:

UX Audit: Reviewed the original onboarding flow across web and mobile to identify friction points, drop-offs, and inconsistent pricing information.
User Research: Conducted user testing sessions and reviewed analytics and heatmaps to uncover key pain points — users felt unsure about pricing, unclear on value, and confused by renewal terms.
Insight: Many users didn’t convert because they didn’t fully understand what they were paying for, or how much they’d be charged later.

Design response based on these findings

We redesigned the onboarding experience to include:

A clear breakdown of membership cost, value received, and when/how renewal would occur
Simplified copy and visual hierarchy to highlight benefits first, then pricing
Consistent pricing presentation across platforms to reduce cognitive load
Outcome: The updated design gave users more confidence and transparency, removing guesswork from the decision-making process and contributing to increased sign-ups.

Design response

VISUAL

We removed the green tick icons after user testing showed they were causing confusion. Many users didn’t understand what the ticks represented — whether they were features, inclusions, or comparisons.

This is your Testimonial section paragraph. It’s a great place to tell users how much you value your customers and their feedback.

TRANSPARENCY

To make pricing clearer, we introduced a side-by-side pricing table. It showed the regular fare and the Club Jetstar discounted fare together, so users could instantly see the savings.

This is your Testimonial section paragraph. It’s a great place to tell users how much you value your customers and their feedback.

VALUE

These changes were focused on improving transparency. By showing price, value, and renewal details upfront, we helped users make more confident, informed decisions.

This is your Testimonial section paragraph. It’s a great place to tell users how much you value your customers and their feedback.

RESPONSIVE

Instead of hiding details, we adapted the table into a clean, stacked layout.

The mobile version showed the Club Jetstar price first, followed by the regular fare, using clear labels and visual hierarchy. This helped users compare at a glance, even on smaller screens.

This is your Testimonial section paragraph. It’s a great place to tell users how much you value your customers and their feedback.