Case Studies
Case Studies
BFM+Exclusive
8 min to learn...
How Airline Checkouts Make You Pay More for The Same Seat
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Two people on the same flight, in identical seats, could pay dramatically different prices. Why? Because airlines use pricing strategies designed to upsell and confuse you at checkout.
Skills you'll build
How checkouts utilise strategic bundling to convert more
The value of certainty in design
Why you shouldn't trust "best value" tags
BFM+Exclusive
10 min to learn...
How to Retain Customers, When AI is Pushing Them to Competitors
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You don’t just lose customers to price—you lose them to uncertainty. When users hesitate, they search again, and every new search is a chance for a competitor to win them over.
Skills you'll build
The headwind of AI summaries
Boosting retention across multiple sessions
Creating high-intention triggers
BFM+Exclusive
12 min to learn...
The UX Techniques That Make You Settle for Higher-Priced Flights
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focused on
+3 more
What appears at first to be an industry driven by price, is actually a battle of who can make you believe that you got the best price, while charging 3x more for baggage.
Skills you'll build
Using psychology to create value
Identifying insider blind spots
Contextualising data better