JetBlue Partners with Imarc on Intranet to Serve Over 18,000 Crewmembers

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Boston-based digital agency Imarc launches a reimagined, redesigned and redeveloped intranet, HelloJetBlue

Imarc announced today the launch of a new intranet for JetBlue, the 5th largest airline in the United States. Imarc partnered with the airline on the strategy, user experience, web design and development of its intranet, HelloJetBlue.

The new intranet is core to how the airline’s 18,000 Crewmembers work, collaborate and communicate daily. It provides unprecedented two-way communication that’s personalized, highly usable and responsively designed. Users now have personalized content, news, company updates, tools and powerful search at their fingertips, on-the-go.

“We’re always doing exciting things for our clients, but what makes JetBlue so special is we care just as much, if not more, for our Crewmembers. Because if our Crewmembers are happy, our customers are happy,” explains Jonathan Weitz, Former Digital and Online Communications Manager. “Intranets can often be top-down, one-way communication. We wanted to completely change that.”

The digital agency performed a comprehensive strategy and planning phase to initiate the project; Imarc user tested sitemaps, surveyed 2,300 JetBlue Crewmembers and interviewed key stakeholders to understand their pain points with the current intranet. From there, the agency crafted personas to represent the different workgroups and work types, mapped Crewmembers’ daily tasks and roles—and even device usage—ensuring they were designing a flexible intranet for each user’s specialized needs.

Dave Tufts, Imarc CTO explains, “We had a lot of ambitious goals for HelloJetBlue; we needed to completely modernize the original intranet, understand the company’s internal workflows, solve for its unique challenges, provide crewmembers with easy access to the daily resources they need, encourage collaboration and communication; all while reflecting JetBlue’s world-renowned brand and reputation.”

The results of the new intranet speak for themselves. HelloJetBlue boasts an array of first-time features, including mobile-friendly responsive design, real-time operational status notifications, streamlined filtering, powerful search, social notifications, commenting and custom tools. The website is built on a powerful back-end, as well. Imarc used all open-source libraries to a develop a custom system that’s tailored to JetBlue’s unique needs. HelloJetBlue is built on the digital agency’s custom CMS, SiteManager, to provide full-site control and is scaled to support millions of hits, everyday.

“It was an honor to work with Imarc. They demonstrated, very early on, a true ability to understand our business and solve for our needs—create a new intranet site, one that would increase engagement and foster community. Imarc delivered incredible results, taking our former site to new heights. We couldn’t be happier with their work and subject matter expertise,” remarks Jonathan Weitz.

To explore HelloJetBlue, please visit

About Imarc
Imarc is an adaptive, full-service digital agency with a strong focus on web, mobile and custom application solutions. Since 1997, the agency’s team of experienced engineers, UX engineers, designers, strategists and business and marketing experts has been helping over 300 clients do business better. The award-winning, 28-person agency with offices on both coasts has sustained steady growth since its inception and is proud of its many long-term client relationships across different industries. Today Imarc continues to be a premier digital agency that attracts top talent and creates smart solutions for forward-thinking brands. For more information, please visit

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Allison Boyajian
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