UX Battle of the Week: easyJet vs British Airways
The Competitive UX Benchmark Study
UserZoom ran a quick competitive UX benchmark study between easyJet and British Airways, some of the United Kingdom’s largest travel companies, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.
We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.
Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.
We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.
Here is a sample of the benchmark:
First impressions are lasting impressions
We showed all 60 participants static images of the homepages of easyJet and British Airways and asked them to choose which site they associated with several UX attributes.
easyJet was seen as being Lively (63%) and Easy (60%) but also Overwhelming (58%). The category they fared the least well in was being seen as Trustworthy (33%).
British Airways was the site that participants felt was the most Trustworthy (67%) as well as Welcoming (58%). They fared the least well in the Lively (37%) category.
Want to see the rest? Download the battle to find out who won!