BMI appoints Foviance for key role in site rebuild

Usability specialist Foviance is to work on the relaunch of the BMI website as the airline looks to improve online conversion rates.


The new website is being built by TwentySix London and Foviance will be working on all aspects of improviong the user experience and ensuring it complies with accessibility standards.


Foviance has carried out a major testing programme with existing BMI customers including business, leisure and Diamond Club members.


The new site is also expected to see an emphasis on improving content.


BMI senior e-marketing manager Christopher Wood said: “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.


Marty Carroll, director of consulting at Foviance, added: “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.”

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