The Challenge

BA was rebuilding ba.com and its app from scratch (internal “Nexus” platform programme), migrating the My Account area off legacy infrastructure. The business needed evidence to move beyond feature-parity toward a differentiated, needs-led account and loyalty experience, against a backdrop of declining Exec Club sign-ups and a push to reduce human-assisted servicing.

The Outcome

Delivered a structured evidence base covering digital proposition comprehension, page hierarchy and mental models, loyalty/tier comprehension, personalisation expectations, and travel-planning behaviour, packaged for stakeholder decision-making. As an external research vendor operating through a platform engagement model, delivery of insight sat with me; downstream implementation of specific recommendations sat with BA’s in-house product team.

The Approach

As the assigned Askable+ Certified Researcher, owned the research design end-to-end: interpreting the client brief, writing screeners and discussion guides, and defining participant criteria. Delivered a 12-week continuous discovery programme blending traditional moderated interviews with Askable’s AI-moderated interview capability (new to the platform at the time) to combine deep qualitative sessions with much higher-volume quant-qual coverage. Reported weekly to a cross-functional stakeholder group, with milestone playback and wrap-up sessions.