Case Study: American Airlines achieves a 15% average increase in QXscore with UserTesting

How American Airlines built a benchmarking program to make booking and managing flights easier for customers

American Airlines worked with UserTesting to improve its digital customer experience. The airline’s UX team needed a better way to understand how customers were actually using its booking and self-service features, beyond static data and internal assumptions.

Using UserTesting, American Airlines gathered human insights and QXscores to identify usability issues in key journeys like booking flights and managing trips. The results included a 15% average increase in QXscore, plus a 37% increase in customer completion rate for updated tasks such as adding passport details, loyalty accounts, meal requests, and emailing itineraries.

American Airlines

Kimberly Cisek

VP of Customer Experience