British Airways — a UX case study

Jon Marshall
The Startup
Published in
7 min readSep 4, 2019



I was hired by Bio Agency as a freelance UXer in mid 2016 to deliver nine pitch-winning ideas for British Airways’ iOS app.

Post-pitch kick-off workshop

I held a kick-off workshop so we could understand the pitch winning ideas in more detail and so we could understand the existing experience at BA’s largest airport (Heathrow T5 in London). We mapped the typical customer journey through the airport and the various triggers in-app that we might need to create/use.

We used swim-lanes to capture the MVP (and beyond) for each pitch-winning idea and started to document any tech complexity (or equivalent blockers) that needed exploring further.

Post-workshop we also created a wall documenting the existing app IA. The existing BA app (in 2014) had the following features:

  • A ‘dashboard’ home screen themed around your next destination
  • Inspirational planning: match your needs to a location, or choose a country and view the cities you can visit
  • Flight booking (completed on the web)
  • Flight management
  • Airport map PDF and a downloadable boarding pass at the airport
  • Account login and amend details
  • Flight status and schedules

Customer needs

I used a large customer needs wheel to start to map app features (and competitor/potential features) across three stages in the customer lifecycle. We were steered away from the curiosity phase (discovering BA and downloading their app) as this was being dealt with by BA’s brand and marketing pillar.

Most of the pitch-winning ideas were about improving the experience after a customer arrives at the airport, but I wanted to understand the broader context…



Jon Marshall
The Startup

London-based UX expert: I enjoy solving problems with insightful research, intuitive flows and elegant interfaces.