6 usability sessions across British Airways' booking flow surfaced an 80% gap between task failure and user confidence, and one quick, low-effort fix BA could act on almost immediately.
A semester of weekly critique pushed a dark, color-heavy fantasy system back to its paper roots once the palette failed as an accessible interface, leaving a design system already reused for a couple of new concepts.
ALDI runs on efficiency, but the aisles are where that efficiency breaks down. Four IDIs and cooperative shadow sessions showed how two very different shoppers move through the same store, and what that costs both customers and employees.
