Case Study: American Airlines improves digital booking and flight management experiences with UserTesting

American Airlines boosts QXscore 15% with UserTesting

American Airlines, a major global airline, faced the challenge of optimizing its digital experience for the hundreds of millions of visitors to its website each year. As a mature organization, its UX team needed a more effective way to quantify, benchmark, and share progress on product experiences to improve customer satisfaction and retention. They partnered with UserTesting to address this challenge.

The solution involved implementing UserTesting's QXscore, a metric that quantifies usability and enjoyment, to benchmark key customer journeys like booking and managing flights. This provided American Airlines with both quantitative and qualitative human insights. As a result, the airline achieved a 15% average increase in QXscore across measured experiences and a 37% rise in task completion rates for specific functions like inputting passport details. UserTesting enabled data-driven decisions that significantly refined the customer experience.

American Airlines