Redefining the BA.com Selling Flow
British Airways asked Leighton to re-engineer several vital elements of their online flight selling process with an ultimate business goal of increasing conversion rates and generating additional revenue.
We were responsible streamlining numerous key processes as well as ancillary product selling, with the aims of reducing the number of steps in the end-to-end.
Through our augmented teams model we worked with the BA User Experience team and took on the role of Lead UX Designers to drive forward the architecture, design and usability research required. We blended our wide knowledge of the BA online retail model and their users with our industry expertise to craft user experiences that helped drive revenue growth.
While specific commercial results of such work must remain confidential, the client has seen an excellent return on their investment on this project with clear benefits presented across the business. The solution achieved its core goals of reducing length of the selling process, simplifying the data presented to users and exposing customers to up-sell opportunities.