British Airways

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A design system for a $300M redesign programme

British Airways was undertaking a major redesign across multiple business clusters; a global programme anticipated to drive $300M in sales per year and grow ancillary revenue from 23% to 40%.

With 350+ designers and developers involved, the work was fragmenting: inconsistent components, duplicated effort, slow handovers.

I was brought in to establish the official design system: a single source of truth that would unify the creative workflow and support BA's premium market positioning.

Worked across business clusters to analyse and refine design concepts, reducing communication barriers between large, distributed teams of designers and developers

350+ professionals

Facilitated the agile ceremonies: alignments, stand-ups, sprint reviews that turned the design system from a deliverable into a shared practice

Agile methodology

Mentored a diverse team of designers on system thinking and documentation craft, cutting new-designer onboarding time by 40%.

Mentoring

The Design System

Delivered the comprehensive design system and component library in three months, record time for a programme of this scale.

It became the single source of truth across design and development, enabling rapid prototyping, faster iteration, and a consistent premium experience at every digital touchpoint.

>50%

reduction in design inconsistencies across BA's digital platform

30%

reduction in design and development time, through a single source of truth for components

40%

faster onboarding for new designers joining the programme

New Branding Exercise

Alongside the system work, I contributed to the website rebranding initiative with BA's brand and marketing teams — repositioning the site from a booking platform into a gateway to the brand's story.

The rebranding work secured continued stakeholder buy-in, vital for the sustained funding and expansion of the wider programme.

The new direction positioned British Airways as a forward-thinking aviation leader, with a digital presence to match its premium ambitions.