Sentient Jet and Card holder
A 0-1 employee Fractional ownership platform that increased adoption of Jet cards sales by 108% and EBITA nearly doubled by 50%.
Role: UX Design, Visual Design
Year: March 2025
Client: Sentient Jet
Platform: iOS/Android
DEFINING THE PROBLEM
Problem 1
Full ownership models limit Flexjet’s appeal to a broader market, while current owners face complexity and a lack
of personalization. There’s a growing demand for a more flexible, community-driven alternative with elevated benefits and less commitment.
flexjet is a Fortune 1 company with over 500,000 trips complete but has struggled to appeal to a broader market until now.
Problem 2
The old Sentient Jet app had a disjointed user experience, with unclear information and no direct booking flow—forcing users to call customer service to book flights with their jet cards.
Owners were struggling to find how many flying hours are left in their card and comprehend the benefits/usage holistically.
OPPORTUNITY
Create a compelling, personalized experience that facilitates easy discovery and comprehension of the jet cards; and empowers owners to maximize the full value of their aviation experience and unmatched lifestyle perks.
OUTCOMES
I mapped out outcomes to help understand the impact we needed
to have to be successful
01
Owners see beyond their flight hours/card balance with a clear understanding of the annual total of all billable hours, which leads to higher retention.
02
Owners now demonstrate stronger brand literacy, enabling them to confidently engage with Sentient’s partners and embrace the unique experiences the brand offers.
03
Owners discover and adopt new benefits and the jet card program at a higher rate than today.
DESIGN STRATEGY
Design Strategy
I worked closely with Product and Business partners to help define the work and began to form a design strategy.
Create a system of benefits
Each benefit is unique, but all are part of the overall benefits story. We aim to make this story clear both
from a high-level perspective and in the details of
each benefit.
Always show hourly rates and year-to-date benefits
Provide Owners with a clear view of the total value of their total, remaining and billed hours from their jet card so they always see the bigger picture.
Highlight Sentient Contributions
We want to clearly communicate the total value that Sentient offers through its exclusive programs and unmatched lifestyle perks
IDEATE AND VALIDATE
Testing booking and benefits
Moderated Owner Interviews
10 Owners
Focusing on: Language, usability, comprehension of jet card hours
Unmoderated Usability test
15 participants (3 groups of 5)
Focusing on: Language & usability across all benefits
KEY TAKEAWAYS
Synthesizing research findings
✅ Easy to understand
They liked having an easy way to see how
many flying hours are available and left.
💰Sentient contributions
Owners expected the Sentient app to help manage their travel, but instead found a broader experience focused on perks and offerings that were hard to navigate
and uncover.
🔒 Unlocking drives motivation
The notion of “unlocking” rewards motivated
them to keep increasing their flying hours.
🪣 Sentient and Flexjet often seen as the same model.
Owners often get confused between the two
business model and what kind of services to expect
from both.
🗣️ Language caused confusion
Some benefits caused confusion because language
used was hard to understand i.e first class resorts
and type of jet cards
Final pilot designs
Incorporated learnings from testing
Tested at all PSA airports in Cleveland and Dallas
50 owners
RESULTS
With the soft launch of the Sentient beta app, we observed the emergence of a new user segment that preferred fractional ownership over full-plane leasing. These users valued having access to both Sentient and Flexjet, and the introduction of jet cards encouraged more travel by offering flexible, hour-based purchasing and better control over spending.
50
Owners in the pilot
11%
Adoption of Jet card
8%
Discovery of Benefits