Case Study: British Airways improves digital customer experience with Optimal Workshop

British Airways reduces support calls and boosts check-in completion with Optimal Workshop

British Airways, the flagship carrier of the UK, partnered with Optimal Workshop to refine its digital customer touchpoints. The airline aimed to ensure its online experience matched the excellence of its in-flight service by making its website more intuitive. Using Optimal Workshop's card sorting, tree testing, and first-click testing products, British Airways sought to gain strategic user insights to optimize key journeys like booking and check-in.

Optimal Workshop's solution involved comprehensive testing to redesign the homepage, streamline the check-in flow, and optimize navigation and button placement. This research-led approach resulted in faster booking completion, reduced abandonment rates, higher digital check-in adoption, and fewer support calls. The improvements allowed British Airways to create a more intuitive digital ecosystem that enhanced brand consistency and increased self-service.

British Airways