Redefining BA.com’s Selling Flow

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British Airways asked Leighton to re-engineer a number of vital elements of their online flight selling process with an ultimate business goal of increasing conversion rates and generating additional revenue.


Leighton were responsible streamlining several key processes as well as ancillary product selling, with the aims of reducing both the number of steps in the end-to-end process and the time required of users to complete these actions.

The Solution

Leighton worked very closely 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 absorbing user experiences that helped drive revenue growth. The final design achieved its core goals of reducing length of the selling process, simplifying the data presented to users and exposing customers to up-sell opportunities.

Client:
British Airways Plc.
Services:
UX Design, Creative Design, Usability Testing
Technology:
Photoshop, Illustrator, HTML, CSS, JavaScript, Rich Prototypes, Protoshare

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Every detail is designed with one thing in mind - to make you feel special.

Screen grab of the BA Flight Selling page

The Impact

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. Assisting British Airways in increasing conversion rates and generating additional revenue has been very gratifying for the Leighton team who contributed to the project.

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