Identifying opportunities for mobile to assist customers before, during and after flying

bmi had a basic mobile site with a small set of functions that performed relatively well. As a long-term client at Prospect, we both wanted to explore how the mobile offer could be improved to drive sales and support a better experience.

Customer Insight

Prospect facilitated a qualitative insights workshop with two groups of carefully selected customers. Together we explored different journeys and situations to understand how they currently use mobile to research, book and stay informed. One of our research participants, Monika, summed up a great deal when she said:

“Now everything is compacted into a lot of tasks - printing out your boarding pass, writing down this and that...A great flying experience is one where all the stress is removed, where all the actions you have to take prior to flying (are taken care of).”

A large number of opportunities for both short-term and longer term development were presented back to the board, we then received the go-ahead to design new features and functions within an entirely new wireframe, which launches in Q1 2011.

Insight into Ideas

Through the user workshop, we identified a large number of opportunities for both short-term and longer term development. We also wanted to explore what latent needs were not being fulfilled and how an enhanced mobile offer could entice and better serve those who do not currently use it.

The key to development was to see how an enhanced mobile channel could improve the ecosystem of other touchpoints and channels currently used. We sought to provide the user with more options from which to make the best choice, rather than redirecting users from what they prefer.

Creating the Outcomes

Crucially, the mobile site was designed to feel like an App - more enclosed and safer, with variants produced for different platforms such as Android and iPhone. Such approaches were greatly received in our expert user testing sessions, for which we partner with the human Interactions department at London's City University.

With Phase 1 - a 'fix the basics' version complete, work is soon to begin on Phase 2. This will provide more paths to booking, and also help elevate the bmi brand by offering additional support in an increasingly crowded space.

Check out the video below to see some of the features in action: