Good design makes a real difference for Bristol International Airport
We probably get most satisfaction from a piece of work when it makes a real difference to our client’s business. More often than not this isn’t when we come up with an eye-catching animated Flash movie for a Home Page; more likely it’s when we apply solid design and marketing principles to less glamorous parts of a client’s website.
A case in point is the recent re-design of the Bristol International Airport’s (BIA) contact page.
BIA came to us with a problem. The Airport’s customer service team was receiving around 35-40 Emails a night, despite the fact that most of the information people were asking about is readily available on the website. Replying to each and every Email was becoming a time consuming exercise and a real cost to the business.
Our challenge was to re-design the contact page so that the number of Emails was reduced whilst at the same time ensuring that customer’s got the information they needed.
So we applied our information architecture and design experience to this one page. We made recommendations such as slimming down the number of fields in the contact form and adding a mini FAQ as the first thing visitors read on the page. You can see the re-designed page at http://www.bristolairport.co.uk/contact.aspx.
And the result? A massive 90% reduction in nightly Emails to the customer service team and no negative impact on customer satisfaction – quite the reverse because customers are now finding the information they need instantly rather than having to wait for a reply to an Email.
This kind of project is our definition of good design.
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