British Airways Holidays (Travel & Transportation – B2C)

 

Platforms: Web, Mobile
Role: Product Design and Product Management

 

British Airways Holidays (BAH), a division of British Airways, provides full-service holiday packages that combine flights, hotels, car rentals, and curated travel experiences. As Product Design Lead, I led the end-to-end redesign of BAH’s digital platform to modernize the user experience and position the brand competitively against online travel agencies and emerging direct-to-consumer travel companies. The objective was to make booking more intuitive, flexible, and emotionally engaging while preserving the trust and sophistication associated with the British Airways brand.

 

I directed user research and customer interviews to identify evolving travel behaviors, mapping detailed personas for solo travelers, families, and couples. These insights informed redesigned user journeys and information architecture that reduced friction during trip planning and booking. I created wireframes, high-fidelity prototypes, and interaction models that simplified complex decision-making into clear, guided steps. The new design introduced flexible options for accommodations, transportation, and add-ons, allowing users to customize packages easily. I also developed a modular design system that ensured scalability and visual consistency across both desktop and mobile interfaces.

 

The redesigned platform delivered measurable results, increasing engagement and conversion while elevating brand perception among digital-first travelers. Usability testing confirmed faster booking completion rates and higher satisfaction scores. The new experience reestablished British Airways Holidays as a trusted, customer-centric travel provider, aligning the brand with modern expectations for simplicity, personalization, and seamless multi-device interaction.