
Transportation
Travel & hospitality
American Airlines + UserTesting
Watch how American Airlines built a benchmarking program to make booking and managing flights easier for customers
Remote video URL

Most flyers today book online and interact digitally with their airline of choice. Optimizing that digital experience is important for customer satisfaction and retention, particularly for American Airlines, who transports approximately half a million passengers every day and whose website receives hundreds of millions of visitors per year.
American’s digital experiences face a broad audience, to say the least, and the impact of the company’s UX ...
Human Insight leads to understanding the full end-to-end customer journey to make sure that we have that seamless experience from inspiration and booking, to travel, to when you've arrived at your destination.
The value in providing the QXscore to product owners is that it gives us a common metric with our product counterparts to be able to track success over time.
Building software is expensive and it takes a long time to get into production. Having insights early is critical to making sure we're as efficient as we can be.