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190 aircraft, the youngest and most fuel-efficient fleet of any major U.S. airline.
JetBlue categorizes itself as a “value airline” and describes its offering as the “best
domestic coach product.” Its value proposition is “competitive fares and quality air travel
need not be mutually exclusive.” JetBlue delivers this value proposition through:
• High-quality service and product
• Low operating costs
• Brand strength
• Strength of its people
Like all U.S. air carriers, JetBlue is regulated by several government agencies including
the Department of Transportation (DOT) and its Federal Aviation Administration (FAA),
the Environmental Protection Agency (EPA), Occupational Safety and Health
Administration (OSHA), and the Transportation Safety Administration (TSA). FAA
regulations most closely govern JetBlue’s operations. JetBlue can’t fly without FAA
certification for its policies and procedures, its aircraft, and its staff. The FAA requires
Seventh-Largest
U.S. Airline
Regulated
Operations
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 3
continual validation of JetBlue’s certified programs in order to maintain those
certificates.
The FAA performs certification and continual validation by examining the
documentation of an air carrier’s policies, programs, processes, and procedures. FAA
regulations include specifications for the content of documentation, for its metadata, and
for roles and responsibilities of the personnel who manage it.
The FAA’s requirement for continual validation of JetBlue’s programs has been the
driver for JetBlue to transform its approach to documentation from decentralized
authoring of a collection of static and monolithic manuals to a distributed content
management and publishing system of dynamic, modifiable, and reusable documents.
This case study report examines this transformation of JetBlue’s approach. We’ve
organized the report into the following sections:
• Certification for and compliance with regulatory policies and standards
• JBDOCS, JetBlue’s previous documentation system
• Requirements for a new documentation system
• BlueGuru system design
• BlueGuru content design and development
• Critical success factors
We’d like to acknowledge and express our appreciation to JetBlue “Crewmembers”
Murry Christensen, Director Learning Technologies, and Chris Beckmann, Manager
Corporate Publications, for their help in the preparation of this case study report. In fact,
the case tells their team’s story about the issues with JBDOCS, the motivation and
requirements for a new system and their work to design, develop, and deploy BlueGuru.
Murry and Chris were extremely gracious with their time, patient with their explanations,
and thorough with their review and suggestions. In BlueGuru, Murry, Chris, and their
staffs have developed and implemented a content management and publishing system
that has begun to deliver significant advantages and benefits to JetBlue’s business as well
as becoming JetBlue’s mechanism for the continual validation of its programs, processes,
and procedures by the FAA.
We think that BlueGuru has broad applicability. While this case study report examines
how a Part 121 carrier has transformed its documentation system, BlueGuru can serve as
a model for business transformation and information technology selection and application
to organizations of all sizes in many industry segments. The lessons that Murry and Chris
teach and the advice that they offer are lessons and advice that can be useful to any
distributed or decentralized organization, especially so for large organizations subject to
regulatory certification and surveillance.
XML is the enabling technology for JetBlue’s business transformation. As we’ll see in
the details of this case study, JetBlue runs its business on structured documents. By
structure, it is essential both for use in JetBlue’s business and for compliance with FAA
regulations that documents have:
This Case Study
Report
Props to the
BlueGuru Team
A Business
Transformation
Model with
Broad
Applicability
XML Is the
Enabling
Technology
BlueGuru
4 Patricia Seybold Group © 2009
• Multiple types and multiple instances of each type
• Multiple components within each type
• Hierarchical relationships between components
• Components that may be part of other documents
By design, really by definition, XML addresses all of these requirements for document
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