UX Researcher
2 months
Senior UX Researcher
International Airline Group (IAG) Loyalty, are leaders in the Travel and Loyalty space, designing and managing various customer loyalty programmes including British Airways Executive Club they help people enjoy incredible experiences through collecting and redeeming the Avios currency.
As a UX Researcher at IAG Loyalty, I assisted the Lead UX Researcher with empowering Product Owners, Researchers, Designers and other stakeholders to embed research into their ways of working and to create a testing culture at IAGL.
Through my role, I supported the creation of research guides and templates, assisting teams on delivering their research goals through planning, executing, and analysing studies as well as documenting research findings. I also managed research tools, assisted with user interviews and note-taking as well as creating user personas. I supported with conducting various studies including: usability tests, user interviews, survey and A/B tests.
I assisted the Senior UX Researcher in conducting a British Airways Executive Club (BAEC) discovery, which involved user interviews with members across four tier statuses: Blue, Bronze, Silver, and Gold.
Interview Focus Areas:
Membership duration and reasons for joining
Benefits received based on membership status
Methods for tracking and managing points
Ways members collect and spend Avios points
Experiences using the BAEC app
Expectations from the loyalty programme
Participation in other loyalty programmes
Key Insights
Primary Avios Collection Methods:
Booking flights
Using a compatible credit card
Shopping through the BA eStore portal or BAEC app
App Experience: Across all tiers there is confusion between the BA app and BAEC app. The BAEC app is often underutilized, with some members unaware of its existence. Most users rely on using desktop for booking, but some prefer the app for checking balances but noted that the experience is inconsistent across platforms.
Motivations by Tier:
Gold & Silver:
Strongly motivated to maintain status for premium benefits like lounge access, feeling valued, and a seamless travel experience.
Bronze:
Motivated by benefits such as seat selection and earning more Avios, with a desire to progress to Silver for additional perks.
Blue:
Primarily interested in discounted travel through Avios and the companion voucher.
Common Frustrations across Tiers:
Confusion around tier progression and unclear explanations of tier benefits
Difficulty in understanding the actual value of points
Trouble finding companion voucher flights or vouchers expiring unused
Lack of engagement for members who no longer travel frequently
Limited awareness of how to maximize points and other collection methods
Challenges in maintaining tier status
Overcrowded First Class lounges
Issues with the BA app functionality
Considerations
From the user interviews, it was evident that there is a general lack of awareness and usage of the BAEC app. Many users were unaware of the different ways to collect Avios, and some who do use the app reported issues such as bugs or missing out on Avios due to forgetting to shop through the app.
To improve the member experience, particularly within the BAEC app, the following suggestions could be applie:
Suggestions for Improvement:
Clear communication on the purpose and functionality of the BAEC app.
More reliable performance and enhanced usability.
Better education on how to collect Avios and Tier points.
Simpler methods for collecting Avios for time-pressed members, such as automatic partner linking without the need for the eStore.
A consistent experience across both the BAEC app and the desktop eStore site.
Explore more projects
© Copyright 2025. All rights Reserved.