BRITISH AIRWAYS
DIGITAL BRAND, CONTENT AND CAMPAIGN STRATEGY
The Challenge:
To raise the level of the BA digital experience across all customer touchpoints, creating visual and experiential consistency.
The Approach:
Our team delivered the first customer facing digital product for the BA100 years campaign. We launched the brand new British Airways digital experience language, with multi-dimensional content in a seamless customer journey.
The Results:
Within three days of campaign launch the team had added an additional 300k website visits and 100k TV commercial views. In addition to this, the platform was adapted to house the British Airways archive after the campaign, which made for an extremely economic product development.
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The Challenge:
Muddled communication, outdated imagery, impossible CX journey ‘loops’ with a huge backlog of errors and problems.
The Approach:
I delivered change on multiple digital channels by landing the new digital experience language on both legacy and newly developed products, on ba.com, the new BA app and all customer communication channels. Many pages that had very few visitors and little customer benefit were decomissioned. Test and measure approach applied to all high traffic pages.
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The results...
Plain English, great imagery and frictionless user experiences. British Airways’ SEO improved exponentially, seat upgrades and extra baggage sales increased after redesigned pages and new SEO strategies.
DIGITAL BRAND, CONTENT AND CAMPAIGN STRATEGY
The Challenge:
To raise the level of the BA digital experience across all customer touchpoints, creating visual and experiential consistency.
The Approach:
Our team delivered the first customer facing digital product for the BA100 years campaign. We launched the brand new British Airways digital experience language, with multi-dimensional content in a seamless customer journey.
The Results:
Within three days of campaign launch the team had added an additional 300k website visits and 100k TV commercial views. In addition to this, the platform was adapted to house the British Airways archive after the campaign, which made for an extremely economic product development.
The Challenge:
Muddled communication, outdated imagery, impossible CX journey ‘loops’ with a huge backlog of errors and problems.
The Approach:
I delivered change on multiple digital channels by landing the new digital experience language on both legacy and newly developed products, on ba.com, the new BA app and all customer communication channels. Many pages that had very few visitors and little customer benefit were decomissioned. Test and measure approach applied to all high traffic pages.
The results...
Plain English, great imagery and frictionless user experiences. British Airways’ SEO improved exponentially, seat upgrades and extra baggage sales increased after redesigned pages and new SEO strategies.