Case Study: British Airways improves customer experience with BORN Group

British Airways improves its app experience after interviewing over 200 customers with BORN Group

British Airways, the flagship airline of the United Kingdom, partnered with BORN Group to improve its Net Promoter Scores and protect its market share. The challenge was to redefine the passenger experience by creating a source of truth for travelers to manage their journeys, which required a deep understanding of every customer touchpoint and use case.

BORN Group conducted extensive customer research to reimagine the service model and identify pain points. The solution was an intuitive mobile app that streamlined the travel experience. The outcome was a new digital platform featuring timeline tools, real-time travel information, personalized wayfinding, and digital boarding passes, designed to increase customer retention and carry British Airways into the future.

British Airways