British Airways


British Airways


Redefining Air Travel Experience





Customer Experience (Cx)


British Airways is the flagship airline of the United Kingdom, based out of London, England. They’re a full-service airline with a global network of airports running year-around.


BORN Group’s sister company, BIO Agency, was tasked to improve BA’s Net Promoter Scores (a client’s willingness to recommend their product) and protect their market share.


Our goal was to reimagine how passengers interact with British Airways and ultimately improve their overall experience with the reimagination of the brand’s mobile app and digital presence.


The solution needed to exist as a source of truth for travelers looking to contact British Airways, make adjustments to existing reservations, and more. It was critical that we understood each and every use case to meet travelers at every touchpoint of their journey.

Strategic Transformation

We carried out extensive customer research and reimagined BA’s service model to identify pain points and make necessary changes and streamline through digitization.


We were able to reimagine the travel experience with an intuitive digital solution that would make interactions easier and ultimately, increase customer retention.


After interviewing over 200 customers, we were able to pinpoint customer needs and wants, to create an app that would carry British Airways into the future. The app includes timeline features for the customer’s flight plan, real-time travel information, personalized wayfinding, and digital boarding passes.

Long-Term Value

With this project, British Airways perpetuated their motto of ‘To Fly, To Serve,’ with a digital solution that would support and empower their customers.