Modernising BA’s booking entry point

British Airways · 2024

Role

Design, research & strategy

Team

PO, engineer, content writer

Timeline

4 months · 2024

Context

British Airways was migrating ba.com from AngularJS to Angular 14 and needed to meet the Civil Aviation Authority's accessibility requirements. I led the redesign of its homepage, which had not been meaningfully improved in eight years.

The problem

70% of visitors never scrolled below the fold. The page did little to inspire travel or guide people beyond flight search. An accessibility audit found that 6 million people with a disability would hit a barrier they couldn't get past. And limited tracking made it hard to tell which features created value.

Impact

• +17%Flight searches and bookings
• −45%Barrier score
• 100%Accessibility score in WAVE and Lighthouse

What I did

Aligning the team on what the homepage needed to achieve

I facilitated an assumptions workshop to build a shared understanding of the homepage problems and align stakeholders on a clear direction.

Setting a value threshold for every feature

I advocated for first establishing a strong baseline in performance, accessibility, and usability before investing in inspiration and differentiated value.

Flight search delivered most of the homepage's value. Other features had low engagement or lacked enough evidence to justify keeping them. I set a clear principle: every feature had to demonstrate customer or business value to earn its place.

Rebuilding the homepage around the core journey

This led to a modern, accessible homepage focused on three areas:

Learning