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Patricia Seybold Group
Trusted Advisors to Customer-Centric Executives
BlueGuru
JetBlue’s Content Management and
Publishing System
By Mitchell Kramer
Sr. VP and Sr. Consultant, Patricia Seybold Group
A Case Study
Prepared for Mark Logic by Patricia Seybold Group
Patricia Seybold Group © 2009 1
BlueGuru
JetBlue’s Content Management and Publishing
System
By Mitchell Kramer, Sr. VP and Sr. Consultant
A Case Study
Prepared for Mark Logic by Patricia Seybold Group
Executive Summary
JetBlue is the seventh-largest passenger air carrier in the U.S., operating over 600 daily
flights on a fleet of 297 aircraft in 19 states, Puerto Rico, Mexico, and five countries in
the Caribbean and Latin America. JetBlue was founded in 1998 and currently employs
8,902 full-time and 2,950 part-time “Crewmembers.” The firm is publicly held
(NASDAQ: JBLU) and is headquartered in Forest Hills, NY.
Like all U.S. air carriers, Federal Aviation Administration (FAA) regulations closely
govern JetBlue’s operations. JetBlue can’t fly without FAA certification and continual
validation. The FAA performs certification and continual validation by examining the
documentation of an air carrier’s policies, programs, and procedures.
JetBlue had a “manual” documentation system called JBDOCS. Its documents were
monolithic manuals, and technical writers who worked in and for operational departments
managed them using manual techniques for creating, editing, and publishing. The writers
authored manuals in Microsoft Word, incorporated their departments’ comments, and
published completed manuals as PDFs, which were stored in an online library for access
by JetBlue operational staff.
FAA requirements, as well as issues in maintaining the integrity and consistency of its
manuals and the high costs of a decentralized documentation approach, drove JetBlue to
replace JBDOCS with a new distributed content management and publishing system
called BlueGuru.
BlueGuru has four components: governance, organization, processes, and tools and
architecture. BlueGuru’s governance structure, the cross-functional Standards Board, was
designed to facilitate the organizational and process changes required in the
transformation from JBDOCS. Corporate Publications is BlueGuru’s organizational
component. It’s a new unit responsible for designing, implementing, and supporting
documentation processes and the tools and technologies that support those processes.
Note that document authoring is the responsibility of subject matter experts within
operational departments. Corporate Publications provides support for their work.
BlueGuru
2 Patricia Seybold Group © 2009
In tools and architecture, Microsoft Word carries over from JBDOCS as the authoring
tool for BlueGuru, and Microsoft SharePoint is used for document editing workflows and
approvals. XML is BlueGuru’s enabling technology, and MarkLogic Server is its most
critical architectural element. XML addresses JetBlue’s requirements for structured
documents—multiple types, multiple components within each type, hierarchical
relationships between components, and component sharing across documents. MarkLogic
Server is an XML content management system that automates BlueGuru’s documentation
processes. Its repository stores BlueGuru’s documents and supports their access and
retrieval by Crewmembers, partners, and regulators.
This case study report tells the story of JetBlue’s business transformation from a
documentation system of decentralized and manually maintained manuals to a distributed
content management and publishing system.
JetBlue
JetBlue Airways Corporation is a passenger air carrier that was founded in 1998 and
began air service on February 11, 2000. The carrier currently employs 8,902 full-time and
2,950 part-time “Crewmembers” including 1,745 pilots, 1,938 flight attendants, 3,079
airport operations personnel, 441 technicians, 699 reservation agents, and 2,350
management and other personnel. JetBlue’s headquarters are in Forest Hills, NY. The
firm is publicly held (NASDAQ: JBLU). Lufthansa owns a 19 percent share of the
company’s equity.
JetBlue operates 600 daily flights primarily on point-to-point routes in 19 states, Puerto
Rico, Mexico, and five countries in the Caribbean and Latin America, many of them
through four focus cities: Boston, Fort Lauderdale, Los Angeles/Long Beach, and New
York/JFK. Based on revenue passenger miles, JetBlue is the seventh largest passenger
carrier in the United States. It flies a fleet of 107 Airbus A320 aircraft and 35 Embraer
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