British Airways' booking process faces usability challenges, resulting in customer frustration and abandonment, potentially causing revenue loss and a negative brand image. This case study, aimed at boosting conversions, explores the optimization of the booking flow through strategic content-driven improvements.
Timeline
June 2022 - July 2022
Methodology
UX Audit, Competitive Analysis, Tone Mapping, UX Copywriting
looking for a quick overview?
What did I do?
I conducted a thorough content audit to identify key areas for improvement. This included prioritizing needs, benchmarking competitor offerings, and refining the content's tone for better clarity and searchability. To further enhance user experience, I integrated an AI assistant named briAI, providing users with easy access to information at the outset of the booking process.
What impact did it have?
Improved user experience and streamlined booking flow led to a potential increase in conversions.
What did I learn?
By focusing on clear, well-structured information and leveraging AI assistance, I learned how user journeys can be optimized for better conversion rates.
Content Audit
Given the pandemic's impact on travelers, I undertook an evaluation of the British Airways mobile app, specifically focusing on its booking process, cancellation charges (a significant concern during the pandemic), and baggage policies. This involved capturing screenshots of each stage of the booking flow, from finding flights to reaching the payment page, and identifying areas for improvement within these specific aspects.
Competitive Analysis
Comparing British Airways with major airlines Delta (North America), Air India (Asia), and Emirates (Middle East) revealed diverse competitive landscapes in the global aviation industry.
search listings
No alphabetical search list available, and the app does not provide information on non-existent routes or suggest alternative options
Lists the closest airports serviced when searching for a non-existent airport/flight route (eg. Tuscany) and provides detailed information (distance from city center, etc) about multiple airports in cities (eg. London)
Input field lists airports alphabetically while searching and does not provide information on flight routes that do not exist.
error handling and suggestions
same as BA
Handles typing errors by suggesting airports based on string matches
same as BA
flight results
Multiple sorting and filtering options (departure/arrival time, price/miles, duration, no. of stops) are provided
A variety of sorting options are available for organizing flight results
Numerous filters available for easy selection
change / cancellation / baggage info
Baggage prominently featured as a main menu item, while change/cancellation details are found within the baggage page in a tabular format
Easily scannable, distributed across multiple screens - flight fare page, FAQ and Contact Us section, although not listed as a menu item in the main navigation
Readily accessible through dedicated screens under the main navigation, presented in a table format that allows for quick scanning
Content Opportunities
To streamline the process, I developed a prioritization framework that categorizes identified opportunities on a scale, taking into consideration the nuances of language and messaging.
clear tooltips + instructions = smooth booking
Information about various options is missing or contained in the web browser pages that force user out of the app. Booking flow must be revised.
crystallize key policies for travelers
Change, Refund and Cancellation information must be readily accessible. Messaging should cater to all users - ones who have already booked a flight and new customers still making up their mind.
reframe error messages for clarity and positive tone
Rewriting error messages to improve customer confidence and encourage them to book with British Airways.
Tone Modulation
The goal was removing negativity and focusing on what the airline CAN do. Here’s how improving tone of Origin/Destination Error messages could help maintain brand trust or avoid frustration for the users.
Typo Error
Users' initial reaction tends to be displeasure. They often feel a sense of accountability, attributing the error to their own mistake in spelling. This frustration is exacerbated by the inconvenience of having to re-enter the information after the system deletes the erroneous input.
Offering suggestions like "Did you mean?" linked to the correct page would validate the users' intent and keep them moving towards their goal.
Before
After
Invalid Entries / False Negatives
When users enter invalid airport information, we don't want them to feel frustrated and give up. Our goal is to keep them optimistic and informed, ultimately leading to a more positive experience.
Instead of displaying blunt, negative error messages that highlight limitations, let's use an instructive tone, offering guidance and suggesting alternative airports that might be closer to their desired destination. This can include details like distance from the city center and estimated travel time.
By providing these helpful options, we can empower users to find the best solution for their trip, even if their initial entry wasn't quite right.
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After
Introducing BriAI
I conceptualized BriAI, an AI assistant integrated within the British Airways mobile app with the aim to improve user satisfaction, streamline processes, and offer transparent services to passengers.
BriAI simplifies travel with:
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Clear cancellation policies: Understand fees and options upfront.
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Guided booking: Book flights, modify existing ones, and manage changes.
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Real-time flight updates: Stay informed about delays, cancellations, and gates.
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Easy baggage info: Get details on allowances, restrictions, and packing tips.
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Online check-in: Check in, get boarding passes, and access check-in deadlines.
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Virtual travel guide: Explore airport amenities, maps, transportation, and nearby attractions.
For British Airways' AI assistant, BriAI, a swallow takes flight as the perfect mascot. Swallows are renowned for their exceptional navigation skills, mirroring BriAI's ability to guide users seamlessly through their travel journey. Furthermore, swallows' long-distance migrations connect directly to the essence of air travel. As a bonus, the swallow is a national symbol of England, adding a touch of local flair to BriAI's identity.
Mascot representation
Voice and Tone Guidelines
The voice guidelines for BriAI emphasize a balance of confidence, clarity, and approachability.
It should have a deep, soothing tone to convey trustworthiness and dependability.
The delivery should be articulate and precise, with a touch of enthusiasm, especially for important updates.
Using simple language and avoiding technical jargon ensures ease of understanding for users. Ultimately, BriAI's voice aims to be engaging, informative, and trustworthy, reflecting professionalism and expertise.
Scannability Rewrite
The rewrite simplifies the information architecture and makes it easier for users to understand their options for flight changes, cancellations, and refunds.
original text issues
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Dense paragraphs with no clear headings.
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Important information like fees and deadlines buried within text blocks.
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Inconsistent use of bolding and italics.
improvements in revised version
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Clear headings like "Cancel My Booking" and "Claim a Voucher" for easy navigation.
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Bulleted lists for concise presentation of options.
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A table summarizing key information like booking date, travel dates, options, and fees.
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Consistent use of bolding for emphasis.
Before
After