What customers see as priority when booking flights?
Working with DesignStudio we redesigned the end-to-end booking flow for British Airways, creating an overall more immersive experience and an increase in post-ticket purchases with the use of clever layout and behavioural UI science.
British Airways: Booking Flow
Design Principles
Clarity
The website should be easy to read and understand, with a clear hierarchy of information and a simple navigation structure.
Brand consistency
The website should feel unmistakably British Airways, bringing its contemporary British identity, premium service and distinctive visual language consistently across every touchpoint.
Speed
The website should load quickly and be optimised for fast performance.
Personas
Customer journey map
The booking journey
Once users hit “Search” on the destination selector, we wanted to immerse them in a unique “destination world.” Using pre-loaded imagery for each location, we analyse its colour palette and generate a blurred colour halo that follows the user throughout the booking journey.
We also rethought the typical waiting time involved in fetching available flights. While results load in the background, users are presented with poems or famous quotes inspired by their destination, layered over its colour world — New York, in this example.
This also introduces an element of “good friction.” Although results can often be returned almost instantly, we discovered that users perceived results as more valuable and trustworthy when they took slightly longer to appear. Rather than optimising purely for speed, we turned those few extra moments into part of the experience.
The result is a search journey that feels different every time — more considered, immersive and tailored to the destination.
We also rethought the typical waiting time involved in fetching available flights. While results load in the background, users are presented with poems or famous quotes inspired by their destination, layered over its colour world — New York, in this example.
This also introduces an element of “good friction.” Although results can often be returned almost instantly, we discovered that users perceived results as more valuable and trustworthy when they took slightly longer to appear. Rather than optimising purely for speed, we turned those few extra moments into part of the experience.
The result is a search journey that feels different every time — more considered, immersive and tailored to the destination.
The search results page
Beside showcasing results in a clear and organised manner, it is simple for BA customers to upgrade their class of travel, resulting in increased revenue for the airline.
The clear and organized layout of the search results on this page provides several benefits for our customers, it allows them to quickly and easily find the flights they are looking for, which saves time and reduces frustration.
The functionality to upgrade class of travel provides clear benefits for BA, resulting in higher ticket prices and increased ancillary revenue from sales of upgrades. Additionally, it can also result in increased customer satisfaction and loyalty, leading to repeat customers and positive word-of-mouth recommendations.
The clear and organized layout of the search results on this page provides several benefits for our customers, it allows them to quickly and easily find the flights they are looking for, which saves time and reduces frustration.
The functionality to upgrade class of travel provides clear benefits for BA, resulting in higher ticket prices and increased ancillary revenue from sales of upgrades. Additionally, it can also result in increased customer satisfaction and loyalty, leading to repeat customers and positive word-of-mouth recommendations.
+14,2% year-to-year revenues from online related bookings and upgrades
Now think about how much revenues BA makes on a yearly basis, a 14% increase on that it is a huge success.
The summary page
Designed to provide a clear and concise overview of the user's flight details.
It features a user-friendly layout that is easy to read and navigate, using clear and legible text, and high-contrast colors to make it easy for users to scan the information on the page. This improves the user experience by reducing frustration.
The summary page also includes a section for additional services such as baggage or seat selection, where users can purchase or add additional services to their flight. This functionality can increase ancillary revenue for the airline and enhance user experience by providing more options to personalize their travel experience.
The design of the page is not only visually pleasing but also the result of extensive user research and user testing, which has been implemented to improve customer satisfaction and loyalty. This helps to increase the likelihood of repeat customers.
It features a user-friendly layout that is easy to read and navigate, using clear and legible text, and high-contrast colors to make it easy for users to scan the information on the page. This improves the user experience by reducing frustration.
The summary page also includes a section for additional services such as baggage or seat selection, where users can purchase or add additional services to their flight. This functionality can increase ancillary revenue for the airline and enhance user experience by providing more options to personalize their travel experience.
The design of the page is not only visually pleasing but also the result of extensive user research and user testing, which has been implemented to improve customer satisfaction and loyalty. This helps to increase the likelihood of repeat customers.
Real estate for all the BA departments
Designed to provide a clear and concise overview of the user's flight details.
To improve the allocation of valuable estate on the checkout summary page for each department at BA, we conducted user research to understand the needs and priorities of each department and their customers. This information has then be used to design a layout that effectively balances the needs of each department while also providing a clear and intuitive user experience for customers.
To improve the allocation of valuable estate on the checkout summary page for each department at BA, we conducted user research to understand the needs and priorities of each department and their customers. This information has then be used to design a layout that effectively balances the needs of each department while also providing a clear and intuitive user experience for customers.
Accessibility is |
Crafted with utmost accessibility at its core, the platform ensures that every customer, regardless of ability, can effortlessly interact with the site. By adhering to universal design principles and incorporating assistive tools, users can confidently navigate, gather information, and manage their travel plans, ensuring an inclusive digital experience for all.
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