Prospect renews and improves bmi's booking flow to great effect

Prospect’s award winning work for bmi continues with the launch of the new booking engine. Prospect simplified the entire booking process, reducing the steps from 7 to 5. This has resulted in a 20% jump in conversions - a significant number given the challenges facing the travel industry today. The key to the success of the design was the extensive user testing that Prospect did in conjunction with Flow Interactive. Flow is Prospect’s usability partner and has provided support throughout the bmi design programme. Together we streamlined the user journey through what was a disjointed, non-linear flow. We focused on making only the most relevant tasks available where needed, providing a clear path to booking completion. As a result, the site is very user centric, providing a transparent flow of information without any surprises, in contrast to many other airlines.

In addition to simplified flight booking, the site’s hotel and car hire booking functions were seamlessly integrated into the same flow, allowing users to easily put together a complete travel package. All of these functions are supported by Amadeus, making the cross-sell of ancillary products profitable for bmi, as well as easy for consumers. Customer feedback has been very positive:

"Dear bmi, I just wanted to say thank you. Never have I used such an easy website for travel. The improvement over the past year has been dramatic and I am certain that I will keep coming back. Thank you!”

“Just before deciding to book a trip to Tel Aviv, I came across your destination guides. I thought they were great and gave me a really good insight into the city. Needless to say, I decided to book my trip with bmi. I have just got back and they were really accurate.”