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bmi partners with Foviance to launch new and improved website

Tuesday 2nd October 2007

Foviance, the expert in online customer experience, has collaborated with airline bmi to re-launch the www.flybmi.com website, ensuring it meets the highest standards in usability.

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, meaning we can constantly assess the bmi site's effectiveness from the consumer’s perspective, with a view to continually improving the user's online experience."