BRITISH AIRWAYS

Storytelling for a global icon.

Rekindling lost love for a historic brand.

Challenging conventions to connect with a new generation of customers.

The bygone brand

British Airways — like the flag it carries — had a long history in India.

Through the 20th century, it had a connected Indians to the world, earning a special place in collective memory.

But the brand love had faded. There were many new options — newer, cooler, cheaper.

We couldn’t turn the clock back. But we could remind people of why they had once loved BA.

The challenge

How do we create an inclusive shopping experience for disabled people?

What I did

  • Identified user needs through research

  • Facilitated workshops to establish design principles

  • Created product proposition and architecture, including feature naming and benefit articulation

  • Mapped the UX content journey, including navigation, filters, and collection pages

  • Guided a junior writer to craft the product homepage

  • Led usability testing for prototypes, iterating with feedback

  • Created standards and guidelines for future iterations

Who I worked with

  • Customer research, external D&I consultants

  • Brand, design and D&I leads

  • Product marketing

  • Product design and management

  • Engineering (web, iOS, Android)

  • UX research

  • Local markets (EU)

The result

Zalando Adaptive: an industry-leading example of inclusive design.

  • Fully integrated yet easy to discover and explore

  • Designed to scale with new products, categories, and markets

  • Crafted with care for a joyful, welcoming experience

Reigniting the spark

Helping a couple rekindle their love.

By fulfilling an old dream lost in the demands of daily life.

Making
(and keeping)
it real

To connect with customers and stand out from competitors, we needed authenticity. Heart and soul.

We chose a real-life couple instead of actors. I wrote the script based on their experiences, struggles and lost dreams.

And instead of a high-end production house, we worked with a wedding videographer, popular on social media for their raw, intimate style.

Credits

Agency: Ogilvy India

Creative Directors: Bikash Chemjong, Tito Majumdar

Copy: Abhishek Prasad

Art: Samrat Ray

Production: The Wedding Filmer

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