British Airways

Getting Ready to Fly

SE Studio redesigned the user experience for British Airways' 96 check-in and 70 fast-bag-drop kiosks at Heathrow Terminal 5 and JFK Terminal 7. The work spanned multilingual flows, baggage and document scanning, payment and on-screen storytelling — all built in line with BA's existing brand. The result was faster check-in, fewer screen interactions, reduced congestion at security and a more intuitive, fully self-service journey for millions of passengers a year.

Three airport self-service check-in kiosk screens: one showing a keyboard entry form, one printing travel documents for flight BA321 passengers (John Smith, Oliver Adams, James Bailey, Lauren Allen) with a "Printing 1 of 6" progress bar, and one displaying prohibited items warnings for baggage.
A blue credit card displayed in front of a laptop and card reader, showing a chip, sample card number, the name John Smith, and expiry date 07/22.

The kiosks had to streamline check-in and luggage processes, allowing customers to complete online check-in and self-service luggage check-in so that customer service desks were free for more complex inquiries. The main focus was on creating an intuitive and fast user experience, while accommodating the diverse languages spoken by British Airways’ customers.

By analysing usage patterns and dwell times, our team identified the ideal technology for a smooth customer flow throughout the airport.

British Airways airport kiosk app screens showing: dangerous items warning, a document scan prompt greeting "Hi John," a business class seat upgrade offer, and a travel document printing confirmation for John Smith on flight BA321 departing 23 Aug.
Rendered mock-up of a blue suitcase handle with a baggage tag showing destination SYD, flight BA999 on 26 Feb, weight 13KG, and barcode number 0081989821.
"Self-service check-in screens showing options to purchase additional baggage allowance, drop off a pushchair or car seat, send a bag to Frankfurt, or drop off hand baggage for free."

The kiosks were designed to be quick and easy to use, resulting in a smooth flow for customers throughout the airport.

To ensure that check‑in and bag drop felt like an integrated part of the overall brand experience, it was built in accordance with the airline’s existing brand guidelines.

Orange heavy luggage tag attached to a blue suitcase handle, reading "Heavy – Assisted lift may be required" with a weight icon showing 4 KG.

The project successfully improved the overall travel experience, enhancing the British Airways brand and reducing congestion at security and transit points.

Our designers worked closely with the airline's airport operations team to optimise the check-in journey, resulting in decreased waiting times, fewer screen interactions, and a simpler, more visual interaction for customers.

British Airways mobile boarding pass for Mr John Smith, flight BA633 seat 25F, London Heathrow (LHR) to Athens (ATH), departing 03 October at 13:15, Club Europe class, shown on a smartphone next to a contactless payment terminal.

"We are always exploring new ways to build upon the customer experience."

— Will Rumsey, Automation and Technology Manager