Jet2holidays

CASE STUDY

Company

Jet2holidays is the UK's largest tour operator, alongside its sister company Jet2, the UK's third-largest scheduled airline. Together they operate flights and package holidays from 14 major UK airports. Their shared rewards platform, myJet2, offers exclusive member discounts and provides a single customer account across both brands.

Title(s):

UX Designer (Oct 2018 - Apr 2021), Senior UX Designer (Apr 2021 - Feb 2024)

Focus areas:

myJet2 Redesign, Form Design, Payments

The company where I spent most of my UX career, refining my skills, expanding my UX expertise, and putting accessibility into practice.

We partnered with Baymard Institute to benchmark our sites against other travel companies and made steps to implement best practices based on its guidelines, informed by over 100,000 hours of user research.

myJet2 Redesign

myJet2 is a free customer account and rewards platform across both sites, giving users access to exclusive member discounts and a single place to manage their flight and holiday bookings.

The original experience required a major overhaul to support the ambitious business goals for its relaunch.

Problem:

The platform was built on legacy code, with a confusing user journey and outdated form experience.

Valuable customer data was not being captured.
Account creation and sign-in were outdated and presented potential security risks.
The cross-platform experience felt disjointed and failed to serve users effectively.

Solution:

Introduced clearer, more consistent navigation across Jet2 and Jet2holidays to create a cohesive brand experience.

Redesigned customer data capture to collect more valuable information through a simpler, more intuitive form experience.
Worked with our third-party account provider to deliver a seamless account creation and sign-in experience without compromising the brand identity.

62%

year-on-year growth, now exceeding 8.4m users

(2025)

Form Design

I developed a strong interest in form design after attending Craig Sullivan's 'Crimes of Form Design' talk in 2021. I wanted to apply my learnings to improve how we approached form design across the business.

JET2HOLIDAYS

I identified the passenger details page as the ideal starting point due to its high traffic and drop-off rate. I wanted to move away Google's Material Design components in favour of more traditional form patterns, introducing clearer labels, improved field grouping, and space for helper text. Fiddly dropdowns were replaced with text entry for dates of birth and button selectors for titles to speed up form completion.

JET2

I later designed a complex special assistance form for the flights payment journey. Using conditional logic to reveal relevant questions based on previous answers, I focused on keeping the experience as simple and clear as possible to offset the complexity.

Payments

I championed the payments experience across both platforms, expanding payment options, implementing 3-D Secure legislation, and delivering Jet2holidays' own monthly payments offering.

PAYPAL

We introduced PayPal across both platforms, delivering a seamless experience that aligned with our brand while adhering to PayPal's design guidelines.

3D-SECURE

This was new legislation, and we were one of the first airlines to implement it. While the 3DS guidelines defined much of the experience, we influenced the design where possible to minimise conversion drop-offs and strike the right balance between compliance and usability.

MONTHLY PAYMENTS

This project required a detailed discovery phase, including competitor research and user testing of early concepts to guide us to the right solution.

The design needed to fit within the existing payment journey as an additional payment option. We focused on giving users control over when payments were taken through a simple selection flow, while clearly visualising the payment structure to avoid confusion and choice overload.