British Airways
Helping derisk a £10 million investment by proving a new data-driven system could help staff make better decisions.
The Challenge
For travellers, flying British Airways is synonymous with a seamless experience.
Behind the scenes, however, delivering this level of service is a complex operation. Every flight relies on hundreds of moving parts working in perfect sync - yet unexpected challenges, from severe weather to resource shortages, can disrupt even the best-laid plans.
Determined to uphold their high standards, British Airways set out to accelerate decision-making, cutting staff response times from 15 minutes to just five to minimise traveller disruption.
To achieve this, BA partnered with Etch to develop a real-time, centralised source of information, giving every Heathrow department instant access to critical operational data.
By blending BA’s deep operational expertise with Etch’s digital innovation, the challenge was to create a solution that seamlessly adapted to different roles and needs—empowering teams to respond faster and with confidence.
Methodology
Working side-by-side with Etch, British Airways embraced design thinking to accelerate decision-making and enhance collaboration across teams.
Over two weeks, Etch embedded themselves in BA’s operations - observing meetings, documenting industry terminology, and analysing the latest research on decision-making. This immersive approach built a deep understanding, much like mapping a hotel’s service blueprint.
With BA’s teams at the heart of the process, we engaged directly with future users to uncover their evolving needs.
As ideas took shape, we sketched and prototyped concepts, continuously refining how the system would function and the value it could deliver at every stage of the traveller journey. BA’s openness to innovation and co-creation ensured the final solution was not only effective but seamlessly aligned with their operational ethos.
The solution
We collaborated with five departments and multiple stakeholders, running workshops to identify key dashboard requirements for improving critical decision points.
This joint effort resulted in a proven business case and a prototype for a data-driven dashboard, designed to unify information from across BA’s operations.
By validating the concept early, BA minimised risk and confidently moved forward, knowing the solution would deliver on its objectives - creating an intelligent, human-centric digital ecosystem.
A scalable, multi-device, real-time service used for a strategic advantage against disruption within the aviation sector.
The final implementation was a scalable, multi-device dashboard presenting complex data intuitively in near real-time. It provided a high-level view of operations while allowing users to drill down into detailed performance metrics for each department - much like how hospitality managers oversee reservations, housekeeping, dining, and guest services.
This innovative solution gave BA a strategic advantage, empowering teams to make faster, more informed decisions and proactively manage disruption - with principles that could easily translate to other service industries.
Impact
The cutting-edge operational dashboard has transformed decision-making for British Airways teams at every level - from senior operations directors monitoring control tower displays to front-line attendants accessing real-time data on iPads between terminals.
Designed for seamless use across all devices, the dashboard ensures clear data visualisation, enabling staff to deliver timely, personalised service. Its intuitive interface provides instant access to essential operational metrics, allowing teams to respond rapidly to disruptions, maintain smooth operations, and optimise resource allocation.
Our strategic partnership delivered a comprehensive, evidence-based business case for the platform’s requirements, creating an intelligent digital ecosystem that turns operational insights into measurable business outcomes.
By helping British Airways de-risk their £10 million technology investment, we enabled the confident implementation of a solution that cut critical decision-making time by 67% - reducing response times from 15 minutes to just 5 minutes across Heathrow operations.
Looking Forward
The dashboard has become an indispensable executive intelligence tool, maintaining British Airways' premium service standards by converting complex operational data into actionable intelligence that drives confident, swift decision-making across all departments and supports C-level strategic objectives
For established UK businesses facing similar digital transformation challenges, this case study demonstrates how the right technology choices, combined with effective delivery methodologies, can enable traditional firms to compete effectively in today's digital landscape while maintaining their brand excellence.
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