When arranging a flight on British Airways, I was struck by how much the airline wanted me to abandon my process. As anyone that's booked a flight online knows, finding the right combination of price and travel times takes a fair bit of work. When I finally found the right combination on British Airways, I was perplexed at how buried the "buy" button was. The first call to action in my flight summary suggested I "Empty shopping basket and try again". Then a stream of promotions and legal banter dragged on for two full page lengths.

Web form design tip: illuminate a clear path to completion. British Airways makes it hard to determine how I can complete this form and get tickets I want.