British Airways
British Airways
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.
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.
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.
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.
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.
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
Adding positive friction to down times
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.
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.
New York
Istanbul
Bali
SIngapore
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 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 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.
Summary
Once users reached the flight results, we redesigned the experience around clearer comparison and stronger commercial opportunities. Flight information was simplified and prioritised, making timings, duration, stops and pricing easier to scan and reducing the cognitive load involved in choosing a flight.
We also introduced a dedicated upsell area directly within the results experience, surfacing relevant upgrades and additional products at the point where users were already considering their options. Rather than interrupting the journey later, these opportunities became a natural part of flight selection.
Together, the clearer hierarchy, easier comparison and better-timed upsell opportunities helped users make decisions with greater confidence, improving progression through the booking funnel while increasing conversion and ancillary revenue.
See more
The booking journey
Adding positive friction to down times
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.
New York
Istanbul
Bali
SIngapore
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