British Airways service and tool review

UX/ Service designer - 3 month project


Skills & Techniques

  • Stakeholder Interview

  • Survey design

  • Discussion guide design

  • User Interviews

  • Competitor Analysis

  • Feature hierarchy and future roadmap

  • User Flows

  • Heuristics review

  • Persona Creation

  • Secondary research

  • Strategy


  • Paper sketches

  • Sketching


Who's British Airways? 

British Airways is the flag carrier and the largest airline in the United Kingdom.


The Problem

BA as a business is adapting, but their digital solutions have not evolved alongside them. This coupled with customer’s heightened digital expectations, means that BA must transform their experience to keep pace in a way that goes beyond even the conventions of their category and puts customers first.


The Approach

Understanding the business: Working with a BA we went through all the clients documentation, sales reports, conducted stakeholder interviews and dived into their analytics to understand the working of the business and the user behaviour.

Secondary Research: Understanding the market by competitor benchmarking on their business offering and digital service, analysing future trends in the market and investigating market research into customer satisfaction across BA and competitors.

Customer Insights: To understand British Airways customer we took a three point approach. Firstly releasing a large scale survey, which in turn lead to more questions which we tried to answer by interviewing customers and non customers of British Airways. The purpose of the interviews was to gather insights on peoples perception of British Airways and to conduct some user testing on both their app and website. Finally we also visited Heathrow to do some ethnographic research to study the service level of British Airways.

The output of this kind of research allowed us to have a good understanding of the clients customers. We made a research paper and behavioural based personas that were used in a workshop with the client. The workshops output was a prioritised feature map for an omni channel experience and a proposed roadmap for the brands service overhaul and tooling.

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  • Aspects of the digital experience had critical wider impacts on BA’s brand reputation and preference as an airline carrier.

  • Overall the brand's name and reputation were strong, however, customers were affected by the recent critical press of BA.

  • It was considered overpriced for short trips but people were willing to pay more for longer journeys for the comfort and good reputation.

  • Avios points system was a critical differentiator with other lower cost airlines.

  • Generally the service was still perceived high however recent “cheap brand” tactics such as no food and no baggage allowance was effecting the reputation

The .com Experience

  • The client’s analytics revealed miscollection and inaccuracies around channel performance. Working with a business analyst from Bio we leveraged sales reports and analytics to gain a more accurate view of performance, revealing:

    • BA  App was driving greater conversion than desktop.

    • Desktop driving higher average spend.

    • Tablet sales and usage were going down.

  • Desktop aesthetic not matching the wider expectations of BA as a premium brand.

  • Brand perception declining through BA adopting low-cost carrier features such as ‘paying extra for seat preferences’

  • Total price not being shown was a major issue that led to mistrust.

A snippet from our research findings doc

A snippet from our research findings doc



Our response starts to guide BA from fragmented features to an integrated omnichannel experience, driven by customer needs and expectations.


Stakeholder engagement

  • We carried out a two-day workshop with the client to shift their focus from considering their digital experience as a kit of individual features to an integrated, omnichannel experience, that not only keeps pace but evolves alongside customer’s changing expectations.


Behaviour based personas

  • We created personas from the research that would be the starting point for the client to understand the digital experience from a customer-first perspective.These are continually evolving pieces of work that develop with more data input. 


Journey mapping

  • Mapped the most frequent user journeys, including pain points and opportunities against each persona.


Features map

  • Existing features evolved and new features introduced in line with our newly endorsed strategic direction. Features were then plotted against a considerably condensed roadmap.


What I personally learnt

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persona-the expert.jpg
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Further work examples