Inspiring customers to fly premium through experimentation
To recover from the loss of Business class sales in a post-pandemic world, my product team and I were tasked with inspiring customers to fly premium to boost revenue.
This case study walks through the process of continuous discovery and experimentation with data-driven and user-centric design solutions to increase upsell revenue.
Project outcomes
+5% increase in upsell to premium cabins
+7% increase of Business class sales
+8% increase in mobile (web) bookings
Increase in interaction and engagement of the cabin card component
Problem
British Airways have identified a 20% drop (late 2023) in Business class cabin sales.
Opportunity
HMW inspire more customers to fly premium with British Airways?
Discovery phase
Gathering assumptions - what would encourage customers to fly premium with BA?
In collaboration with the UX researcher, we kicked off the project by gathering assumptions from a cross-functional team on pain points, needs and motivations behind flying premium.
We looked at this across the entire e2e journey, from browsing for flights to managing their booking as there are various touch-points in which a customer can choose to fly premium, or upgrade their flight.
In the same workshop we worked as a team to translate the assumptions into research questions, to inform the discovery interviews which our UX researcher led.
Discovery phase
Key research themes
Our UX researcher advised on the top discovery themes according to frequency of pain point.