BAH (British Airways Holidays)

Shifting consumer expectations required BAH to modernize their booking platform to meet the needs of today's digital-first travelers.

Competitive pressure from OTAs and direct-to-consumer platforms challenged BAH to deliver an enhanced and differentiated user experience.

Insights from research highlighted user demands for simpler booking processes and more flexible travel options.

Conducted comprehensive user research and customer interviews to gather insights into traveler needs and preferences.

Led persona development and journey mapping workshops to optimize the end-to-end user experience.

Conducted usability testing and information architecture design sessions to ensure intuitive navigation and identify areas for improvement.

Delivered high-fidelity wireframes and interactive prototypes for both desktop and mobile platforms, aligned with BAH's brand guidelines.

Redesigned the booking process with streamlined user flows, informed by detailed customer personas and journey maps.

Developed a modular design approach, including style guides and component libraries, to ensure flexibility and scalability.

Embedded accessibility standards from the outset to ensure WCAG 2.0 AA compliance across all deliverables.

The revamped platform significantly enhanced usability, improving the customer journey by offering a simplified booking process and flexible options.

Positioned BAH competitively against OTAs by creating a modern, customer-centric experience that aligns with tech-savvy expectations.

Results included improved customer satisfaction and a more streamlined booking process, confirmed through post-launch usability testing and satisfaction surveys.