Restoring competitiveness through industry-first passenger experience
Client
British Airways
Agency
BIO
Project type
Digital product innovation
Role
Creative Innovation Director
Challenge
In an age of low cost carriers, British Airways needed to rethink its service in order to drastically improve customer satisfaction and earn passengers.
Approach
Rapid insight-to-ideation, definition and execution of micro app innovations for beta launch with a group of BA travellers. A 14 week turnaround that created new customer journeys, streamlined architecture, eliminated pain points and enhanced the end-to-end experience.
Outcome
The final digital product changed the way the business behaves towards its customers and reinvigorated its service promise To Fly, To Serve.
A series of groundbreaking app features included the ability to upgrade post-gate, utilise a journey concierge, view disruption progress in realtime, attain credit on underweight baggage, bag-drop anywhere and even purchase sold tickets within a seat marketplace, with 80% of Avios members saying they would recommend the app.
