The team
Our team consisted of two Designers, one Data Scientist and three Engineers.
Caroline Jaworsky
UX/UI Designer
Emmanuelle Chazarin
UX/UI Designer
Mariia Shapovalova
Data Scientist
Problem space
Increase the proportion of British Airways premium seats purchased by leisure younger customers in 2023.
Research Insights
Our first step in tacking this problem was to do research, Maria - the data scientist was trying to find and analyse data sets and designers together with the engineers dove into the secondary research. All finding were shared with the group and discussed.
Databases revealed that:
Younger people are significantly less likely to be part of loyalty programmes
Key insights
Visual impact on decision making
Research has shown that visuals can have a powerful impact on our decision-making processes, particularly among younger audiences. In fact, studies have demonstrated that people are more likely to engage with and respond to products that include compelling visuals.
Value of personalisation
Moreover, we discovered that what really matters for young people is personalised experience. 75% of Gen Z said they are more likely to pay for a product if they can customise it. By leveraging personalisation tools and techniques British Airways can built customer loyalty.
Proto persona
As a young British Airways customer who loves to travel, Jessica represents a key segment of the airline's target market.
Jessica normally flies economy as she likes value for money and is not fully aware of all the perks and amenities that British Airways offers in the premium cabins.
Jessica, however, loves a personalised experience and craves a touch of luxury every now and then. We therefore believed that the airline could potentially win her and customers like her over.
Jessica Miller
Finance Analyst, £80,000/year
Behaviours
Travel enthusiast
BA customer
Willing to pay extra for a personalised experience
Motivations
Wants to feel valued as a customer
Pain points
She is not aware of all the benefits that airlines could offer her
Opportunity
HMW make premium benefits more discoverable and appealing for young British Airways customers so that they will book Club World tickets?
Solution
Club World Experience
Firstly, we wanted to immerse the customer in the luxury of the World Club from the very moment they entered the booking site. We aimed to ignite a desire to experience the premium offerings. We designed a visual journey that would captivate customers senses and showcase the exceptional range of premium services.
Highlight Rewards
Secondly, we front-loaded the rewards system and translated it into tangible benefits to visualise the value of the loyalty program. Customised suggestions on how to redeem avios were added based on each customer's profile preferences to enhance the booking experience and captivate their attention.
These are the changes we made to enhance the British Airways booking system and encourage more young customers to purchase premium options.
Homepage
Search results
Cards expanded
Personalised requests
These are the changes we made to enhance the British Airways booking system and encourage more young customers to purchase premium options.
Next steps
As per the data analysis, we observed that different generations tend to prioritise airline benefits differently. In order to cater to the younger generation, it might be beneficial to customise the benefits based on the customer's profile preferences. Additionally, arranging the benefits in the order of their value for the particular customer viewing the website could further enhance the appeal of the premium offerings.
Customising benefits offered based on customer profile
Younger generation value airline services differently
Database:
Customers numeric reviews categorised by their age groups
Customising word descriptions based on customer profiles
What does this customer category like/dislike about their current class?
'drinks' and 'sleep'
'compensation' and 'pasta'
Database:
Customers reviews categorised by their age groups and typical destinations
We planned to leverage NLP to analyse customer reviews and extract language patterns that appear in positive feedback for different age group. By doing so, we aimed to use similar wording and phrases when displaying the benefits of different cabin classes to make them more appealing and relevant to each particular customer.
Thank you for viewing!
Caroline Jaworsky
LET's connect
I find great joy in working with others and testing my skills in new environments. Whether you would like to collaborate on a project or simply want to chat, feel free to reach out to me.
Reach me here
linkedin.com/in/carolinejaworsky
jaworskycaroline@gmail.com