British Airways X Oneworld
Enabling Multi-Airline Check-In
As Product Designer at British Airways, I was pivotal in designing the UX for integrating the CarrierConnect into our online check-in. This tackled fragmented multi-airline journeys for Oneworld passengers.
My work included user flow enhancements, intuitive interface design, and usability testing, addressing customer pain points and BA’s seamless travel vision.
Oneworld vision with CarrierConnect
Disconnected Journeys
The disjointed digital experience for Oneworld flyers
Oneworld multi-airline journeys were digitally fragmented. Passengers faced separate check-ins, unable to access partner flight details or boarding passes in their preferred app. This affected thousands of people daily, causing frustration and increased support needs.
-> Approximately 6,000 British Airways customers couldn't check in for their flights with partner airlines on ba.com
Counting the Cost
Poor CX, operational strain, and missed revenue
This digital gap undermined Oneworld’s seamless travel promise, causing:
Poor CX: Customers are unable to manage their full journey easily.
Higher Costs: Increased airport/contact centre workload.
Missed Revenue: Hindered ancillary cross-selling.
-> Analysis by Oneworld in 2018 estimated that resolving this current restriction would generate an annual sum of US$60 million in new revenue for participating airlines, based on ancillary sales during individual airline journeys.
Crafting Cohesion
My role in designing a unified Oneworld check-in
BA chose to integrate CarrierConnect (an application programming interface) into Online Check-In. As Product Designer, I translated this into a seamless user-centric experience on ba.com whilst collaborating with Oneworld, Iberia (our launch partner for this phase), and internal product and tech teams.
My key contributions included:
Designing intuitive check-in flows for a unified experience across partner airlines.
Adapting existing designs to include partner airline information.
Adjusting copy in collaboration with a copywriter to communicate options and limitations.
Presenting design solutions and progress in cross-functional workshops with Oneworld and Iberia.
Iberia integration and scenario
Flight Path Forward
Towards a truly seamless Oneworld digital experience
The phased rollout continues towards a seamless Oneworld experience on ba.com, with future scope including baggage tracking and ancillaries. This strengthens BA’s digital CX leadership, reduces operational load as evidenced by 7,800 daily partner check-in attempts on ba.com, boosting satisfaction and revenue.