British Airways

Making life easier for customers and operators

British Airways – natalya-zaritskaya-SIOdjcYotms-unsplash

Services I provided
- User experience design
- Wireframe & prototype design
- Information architecture
- Content audit 
- Competitor analysis
- Website design
- E-Commerce

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The client

British Airways is the flag carrier airline of the United Kingdom. It is headquartered in London, England, near its main hub at Heathrow Airport. The airline is the second largest UK based carrier, based on fleet size and passengers carried, behind easyJet.

The challenge

As the second largest airline in the UK, the British Airways Holidays team had recognised that the behaviour of their customers were trending towards a much higher mobile usage to perform searches and book holidays online. With this increasing need, I was brought in as a Lead User Experience Consultant to redesign the current, outdated website and to also develop a responsive strategy.

The solution

With a multichannel digital experience focused on simplicity and transparency, the new design streamlined the booking process, and allows customers to modify their holiday booking experience as they searched for the perfect destination. The redesign also compliments the travel operators workflows, with improved signposting and user flows, it helps when responding to customer queries more efficiently.

Everything is supported by an intuitive UX, delivering an end-to-end project with an outstanding experience for dealers, agents, and over millions of customers.



From the early stages of the discovery phase, I conducted one to-one interviews and workshops with a number of key stakeholders within the business. Together with the project team, I established three goals: increase conversion, highlight the product offerings, and optimise for cross-platform.

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Research & Insights

In an effort to better inform the strategy for the redesign, I performed a site audit that brought insights from other service related Commerce platforms into actionable next steps. This created a solid foundation of Do’s and Don’ts that I could use to solve for the initial concerns.

Through research, past experiences and some candid conversations with frequent online shoppers, I established a few key insights that helped to inform the design and interface decisions for their eCommerce platform.


British Airways Holidays previous website


Each element of the redesigned system, from the search results page to navigation
to the persistant shopping basket, was built into the style guide to the highest fidelity.

Each element of the redesigned system, from the search results page to navigation to the persistant shopping basket, was built into the style guide to the highest fidelity.

Improve product presentation

During both lab and guerilla customer testing sessions I specifically focused on how their consumers want to engage with their holiday offers and what those expectations are when doing so.

Product presentation is extremely important and when it comes to the web, particulalry within e-Commerce. I feel its imperative that brands articulate a substantial reason for a consumer to consider them.

With this in mind, I brought larger, more dynamic image galleries and editorial content together to express each package in a unique way that aligns with the desires of their consumer and meets their needs.

"I designed a ‘persistent shopping basket’ that would appear throughout the customers journey, that would also translate well to other devices and breakpoints."
"I looked to create a design system that allowed for a degree of flexibility and growth, aligning to the design language that is premium, accessible and contemporary"

Mobile direction

Mobile users often have differing goals and needs to desktop users. Mobile strategy should always takes this into consideration. The information architecture approach enabled users to move between key site sections with ease.

All of the primary features found on desktop were adapted to scale down to mobile form factors. Features like prominent search navigation, diverse content/categories, as well as cross promotions were readily exposed to optimise the overall shopping experience.


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