Designing Better Partner Airline Experiences

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The Challenge

Code-share flights: passengers book with one airline but fly with another. This creates a unique design challenge at the intersection of two brand ecosystems.

I recently experienced this on a British Airways booking operated by Vueling, which revealed significant opportunities for UX improvement through growth design thinking.

Three Core Problems

1. Visual Hierarchy Misalignment

The Issue:
When British Airways branding dominated the confirmation email, I naturally expected BA processes at the airport. The critical detail-"Operated by Vueling"-appeared in small gray text, easy to miss.

Impat

• Users go to wrong check-in desks

• Support burden increases

• First-time success drops
  
  

2. Information Architecture Gaps

Wayfinding-critical information (which airline desk to find) received less prominence than ancillary details (meal preferences, baggage rules).

✨Prioritize activation-critical content over optional features.

3. Handoff Friction

The transition from BA's ecosystem to Vueling's lacked clear design. I didn't know which website to use for check-in or where information would transfer.

✨ Handoffs are high-friction moments. Users need explicit guidance at transition points.

Impact:

• Multiple failed attempts

• Manual data re-entry

• Conversion barriers at critical moments

→ Activation-Focused Email Design

Key Changes:

• Prominent blue banner: "Important: Operated by Vueling Airlines"

• Dual-brand presence (equal visual weight)

• Clear CTA: "Check in with Vueling" (not generic "Manage booking")

• Visual distinction: BA blue for booking, Vueling yellow for operations

→ Proactive Notification System

Implementation:

1. Modal notification 24 hours before departure

2. Operator information front and center

3. Direct link to correct check-in (no navigation needed)

4. Pre-filled data (zero manual re-entry)

✨One well-designed notification prevents hundreds of support contacts.

📊 Proactive communication scales better than reactive support.

Seamless Data Integration

• Secure handoff between partner systems

• Single sign-on where possible

• Pre-populated forms

• Transparent transfer with user consent

✨ Every manual re-entry point is an opportunity for errors and abandonment. Remove friction through intelligent integration.

Projected Impact

Based on Nielsen Norman Group, IATA, and Gartner research:

1. Activation Metrics

   • First-Time Success: +40%

   • From ~30% find correct desk immediately to ~70% direct to correct location
     
     

2. Efficiency Metrics

   • Support Contacts: -60%

   • Proactive clarity reduces "where do I check in?" inquiries.

   • Staff can focus on complex issues, not repetitive questions.
     
     

3. Experience Metrics

   • User Clarity: 5x improvement

   • From 1-star confusion to 5-star understanding
     
     

4. Partner NPS: +30 points

   • Clearer handoffs improve satisfaction with both brands. Based on Bain research: major UX improvements drive 20-40pt gains.

Note: Projected based on industry benchmarks. Validation requires testing.

Beyond Airlines

These principles apply to any multi-brand journey:

Fintech:

• Payment processor handoffs

• Banking partnerships

• Buy-now-pay-later integrations

E-commerce:

• Marketplace to seller transitions

• Third-party fulfillment

• Cross-brand checkout flows

B2B2C:

• Software integrations

• White-label products

• Platform ecosystems

✨ Wherever multiple brands share a customer journey, intentional handoff design creates value.

Key Takeaways

• For Designers:
  Partner experiences aren't edge cases-they're growth opportunities. Handoffs deserve dedicated design attention.

• For Product Teams:
  Multi-brand journeys require cross-organizational collaboration. Align on shared metrics and design standards.

• For Growth Teams:
  Activation friction at transition points often goes unmeasured. These moments represent high-leverage optimization opportunities.

• Universal Truth:
  When two brands share one journey, the handoff isn't just technical integration- it's a critical conversion moment.

Methodology

This case study combines personal experience observation, industry research (Nielsen Norman Group, IATA, Gartner), growth design best practices, and metric-driven design decisions.

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