Digital retailing @ BA

My role & contributions

• Accountable for experiment-based design process and development across digital retail journey, including booking, cabin upsell, ancillary sales, and collaborate with retail leadership and cross-functional stakeholders to drive revenue growth and create optimised customer experience

• Managing a team of internal and agency designers, fostering collaboration to cultivate a culture of impactful and continuous development

Challenges

• Mega-scale traffic: managing 200M+ annual visits

• Diverse needs: catering to varied user types and complex booking journeys with tailored recommendations

• Upselling balance: enhancing upselling without annoying customers

• Global reach: ensuring localised, robust infrastructure across regions

• Device consistency through web, mobile and app: delivering seamless cross-device experiences

Approaches

• Data, metrics and research driven design development

• A/B testing, live experiment

Projects

• Cabin upsell and personal recommendations – enhancing the upgrade experience with tailored offers

• Optimising mobile sales – improving the mobile experience for seamless purchasing

• Unifying .com and app selling flows – streamlining the selling and booking experience across platforms

• Adapting new brand and design system strategy – ensuring a smooth transition in digital retailing

• Supporting seasonal sales – designing experiences to drive engagement during key sales periods

Impact

• Increased premium cabin selection by 8%, driving high-margin revenue growth

• Delivered multiple A/B test initiatives, boosting booking flow performance by 3.2%