British Airways: Booking Flow
What customers see as priority when booking flights?
There are the gaps and opportunities in the current buying to flying experience, and different customer contexts.
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.
BIMA awards: 2020 innovation award for in-app experience.
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 reflect the airline's brand and visual identity, creating a consistent user experience across all platforms.
Speed
The website should load quickly and be optimized for fast performance.
Defining the personas
Customer journey
Destination world
The tasked journey starts after users hit “search” on the destination selector screen.
The proposed improvement is to enhance the user experience by introducing them to a "destination world" when they hit "search" on the destination selector screen. This is achieved by using pre-loaded images of each destination, analyzing the color palette, and creating a blurred colour halo that follows the user throughout the booking journey.
Another aspect we wanted to improve is the waiting-standby-time, the typical length involved with fetching the available flights. While this happens in the background, poems or famous quotes related to the destination are displayed in front of the users, on top of the Colour-world
(in the example, New York)
This results in each search being different and a custom feel based on the destination.
The search results
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 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.
Real estate for all departments
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.
Responsiveness is king
“Designed with full responsiveness in mind, ensuring that customers can easily access and navigate the site on any device, so they can easily browse and book flights, check their itineraries, make bookings on-the-go and stay informed about their travel plans.”
