Problem statement

Public sentiment suggested that British Airways had fallen from grace, appearing outdated as better long-haul airlines began to dominate the market. The digital experience wasn't keeping pace with modern traveller expectations.

Project brief

We were asked to revamp the website, mobile app, and introduce a chatbot to enhance user experience and update the brand voice.

As the UX writer leading a team of 4 copywriters, we collaborated with 25 designers to update the brand voice and style guide — injecting a modern experience aligned with the expectations of today's travellers.

User needs

As a modern traveller

I want to have a seamless online experience

so that I can easily book flights and feel confident about my trip

Phase 1: Research

We reviewed the current BA brand, experience, and customer pain points. We gathered insights on current perceptions and expectations to inform our direction.

Phase 2: Design

We collaborated with designers to create prototypes, ensuring the new brand voice resonated with users while maintaining the heritage of British Airways.

Problem statement

Project brief

User needs

Phase 1: Research

Phase 2: Design

Phase 3: Implementation