Case Study: British Airways uncovers online friction and improves user journeys with Medallia Digital Experience Analytics

Uncovering the ‘Why’ Behind Online User Behavior with Decibel & Usabilla

British Airways sought to gain a complete understanding of online user journeys on its website, specifically aiming to identify the causes of friction during the login and flight booking processes. To address this challenge, the airline partnered with Medallia Digital Experience Analytics, utilizing its Decibel and Usabilla products to uncover the 'why' behind customer behavior.

The solution implemented by Medallia combined on-site Usabilla surveys with Decibel's digital experience intelligence, including session replays and heatmaps. This integration allowed British Airways to visually confirm the root causes of customer complaints, leading to evidence-based improvements in page layouts and a more complete picture of the customer experience. Medallia's tools saved significant technical investigation time and exposed previously unknown website issues, directly enhancing the airline's ability to troubleshoot and optimize its digital offerings.

British Airways

Jessica Delaney

Digital Optimisation Executive