Accessible flight list
Accessible flight list
Accessible flight list
Overview
British Airways was on a journey to make it's entire estate double AA compliant. From a high level the problem was simple, make the experience compliant. But within that lay never ending layers of complexity as old design patterns with poor usability had led to inherent accessibility issues.
The problem
How might we offer an accessible way for customers to compare flights while protecting our revenue streams.
TL;DR: the impact
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
My contribution
Product design
Facilitation
Product strategy
User research
The team
1 × Product Manager
1 × Product Designer
3 × Engineers
Year
2023
Overview
British Airways was on a journey to make it's entire estate double AA compliant. From a high level the problem was simple, make the experience compliant. But within that lay never ending layers of complexity as old design patterns with poor usability had led to inherent accessibility issues.
The problem
How might we offer an accessible way for customers to compare flights while protecting our revenue streams.
TL;DR: the impact
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
My contribution
Product design
Facilitation
Product strategy
User research
The team
1 × Product Manager
1 × Product Designer
3 × Engineers
Year
2023
Overview
British Airways was on a journey to make it's entire estate double AA compliant. From a high level the problem was simple, make the experience compliant. But within that lay never ending layers of complexity as old design patterns with poor usability had led to inherent accessibility issues.
The problem
How might we offer an accessible way for customers to compare flights while protecting our revenue streams.
TL;DR: the impact
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
My contribution
Product design
Facilitation
Product strategy
User research
The team
1 × Product Manager
1 × Product Designer
3 × Engineers
Year
2023
Process
What did I already know?
I conducted extensive desk research to understand what the data was telling me from our behavioural and quantitative analytics tools.
Exploration & evaluation
Based on this research, I facilitated a number of workshops with my team to generate some ideas. From there, I created a high-fidelity prototype and worked with the research team to conduct moderated usability testing to refine the design and improve the user experience.
The final design included features such as an accessible flight selection pattern and cabin selector. The next step was to move onto A/B testing.
What were the measures for success?
I put together an experimentation brief to help guide us on the north star of the experiment we we’re about to run. The things we were looking to drive as a team were:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 0% Cabin upsell stays consistent
Process
What did I already know?
I conducted extensive desk research to understand what the data was telling me from our behavioural and quantitative analytics tools.
Exploration & evaluation
Based on this research, I facilitated a number of workshops with my team to generate some ideas. From there, I created a high-fidelity prototype and worked with the research team to conduct moderated usability testing to refine the design and improve the user experience.
The final design included features such as an accessible flight selection pattern and cabin selector. The next step was to move onto A/B testing.
What were the measures for success?
I put together an experimentation brief to help guide us on the north star of the experiment we we’re about to run. The things we were looking to drive as a team were:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 0% Cabin upsell stays consistent
Process
What did I already know?
I conducted extensive desk research to understand what the data was telling me from our behavioural and quantitative analytics tools.
Exploration & evaluation
Based on this research, I facilitated a number of workshops with my team to generate some ideas. From there, I created a high-fidelity prototype and worked with the research team to conduct moderated usability testing to refine the design and improve the user experience.
The final design included features such as an accessible flight selection pattern and cabin selector. The next step was to move onto A/B testing.
What were the measures for success?
I put together an experimentation brief to help guide us on the north star of the experiment we we’re about to run. The things we were looking to drive as a team were:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 0% Cabin upsell stays consistent
Crazy 8's exercise I facilitated with my product team to start ideating.
A view of the Figma variables I created.
A closer look at the screens that were created for a prototype.
A screenshot of the moderated user testing conducted.
A bento of the different design system elements.
A hero image of the final outcome.
Outcome
Although I had solved our accessibility issues and improved the scalability of our design system while improving poor usability, I missed one factor which is crucial for our customers to make a decision. The ability to see flight prices side by side.
The metrics that came back:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
Closing thoughts
Not every experiment brings back the results you wanted, and that's okay. Problems are ever-changing; you need to adapt and keep learning about your customers to give them the best user experience.
Outcome
Although I had solved our accessibility issues and improved the scalability of our design system while improving poor usability, I missed one factor which is crucial for our customers to make a decision. The ability to see flight prices side by side.
The metrics that came back:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
Closing thoughts
Not every experiment brings back the results you wanted, and that's okay. Problems are ever-changing; you need to adapt and keep learning about your customers to give them the best user experience.
Outcome
Although I had solved our accessibility issues and improved the scalability of our design system while improving poor usability, I missed one factor which is crucial for our customers to make a decision. The ability to see flight prices side by side.
The metrics that came back:
• 0% Stable conversion rate through the book flow
• 0% Impact on revenue
• 3% Decrease in cabin upsell
Closing thoughts
Not every experiment brings back the results you wanted, and that's okay. Problems are ever-changing; you need to adapt and keep learning about your customers to give them the best user experience.