The new bmi website has been designed to fulfil the needs and expectations of the modern traveller, with a view to increasing online booking ratios. This has been achieved by enhancing the content and quality of the site to create an engaging and rewarding user experience.
Foviance took a lead role in this project by working directly with bmi’s customers to objectively establish their needs, and translate them into actionable insights for bmi’s web design team. The testing incorporated feedback from bmi business, leisure and diamond club customers, who are part of the UK's most generous frequent flyer programme, and are highly valued and experienced travel website users.
During the research phase, a usability audit of the existing bmi website was conducted to identify user expectations, requirements and experiences. Foviance usability consultants then looked at partner sales sites to understand any issues with the customer’s journey, before working with bmi to complete a full usability evaluation of the new website prototype. This guaranteed that all recommendations had been fully implemented.
Christopher Wood, senior manager e-marketing for bmi, comments: “The bmi website is the favoured channel to both research and book a flight for the majority of our customers, and so it is imperative that their user experience is first class. Foviance are recognised as the usability experts in the UK, and their track record of working with top travel brands means we are confident in their abilities and understanding of both our product and the marketplace.”
Marty Carroll, director of consulting at Foviance, adds: “Those that only consider their user’s experience at the end of the website design process are simply throwing their money away. Usability and user experience are the foundations for any website and bmi had the foresight to bring us in at the start of their development process. This meant we could assess the bmi site’s effectiveness from the consumer’s perspective, with a view to continually improving the user’s online experience.”
Foviance teams usability consultancy with web analytics to offer one of the world’s most cutting-edge online customer experience services.
The company is the result of the merger between WebAbacus and The Usability Company in April 2005, bringing together the powerful web analytics technology of the former with the usability expertise of the latter. The result is a ground-breaking combination of analytics software and survey technology with Human Computer Interaction (HCI) qualified usability consultancy.
Foviance offers expert usability services, in depth analysis of users’ online behaviour and an innovative Experience Management Programme.
The Experience Management Programme is a European first, providing organisations with a detailed picture of what happens when customers use their digital services, and advice on how to improve this experience.
Foviance boasts 43 of the UK FTSE 100 companies among its client roster, including Barclays Bank, British Airways, BSkyB, HSBC and Tesco.
bmi is the second largest airline at London Heathrow, one of the world’s busiest and best connected airports. Across its full mainline and regional network, bmi operates nearly 1,700 flights a week to: Aberdeen; Alicante; Amsterdam; Antigua; Barbados; Belfast City; Brussels; Chicago; Copenhagen; Dublin; Durham Tees Valley; East Midlands; Edinburgh; Esbjerg; Glasgow; Groningen; Hanover; Inverness; Jeddah; Jersey Las Vegas; Leeds Bradford; London Heathrow; Lyon; Manchester; Moscow Domodedovo; Naples; Nice; Norwich; Palma Mallorca; Riyadh; Venice; Zurich.
bmi is a member of Star Alliance, established in 1997 as the first truly global airline alliance to offer customers worldwide reach and a smooth travel experience. Star Alliance was voted Best Airline Alliance by Business Traveller Magazine in 2003, 2006 and 2007 and by Skytrax in 2003 and 2005. The members are Air Canada, Air New Zealand, ANA, Asiana Airlines, Austrian, bmi, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Singapore Airlines, South African Airways, Spanair, SWISS, TAP Portugal, THAI, United and US Airways. Regional member carriers Adria Airways (Slovenia), Blue1 (Finland) and Croatia Airlines enhance the global network. Air China, Shanghai Airlines and Turkish Airlines have all been accepted as future members and are expected to join Star Alliance soon. Overall, the Star Alliance network offers more than 16,000 daily flights to 855 destinations in 155 countries.