KLM ‘important flight information’

KLM (Royal Dutch Airlines) asked us to improve the emails that travellers receive after booking a ticket.


The emails contain important flight information, but also aim to boost the use of online services like online check-in, upgrading your seat or ordering a special meal.


The goal was to improve the customer experience and at the same time boost click through rates (CTR) to the extra services that could be booked on the website.


The desired behavior

  1.  have customers see and save important flight information

  2. more online conversions like: check in online, upgrade seat or order special meals,…

The result after applying behavior design





Some techniques applied


How we made it work

Combination of qualitative and quantitative research

We co-worked in design sprints 

We are obsessed with what we call the “unknown unknown”: what are the things that prevent people from doing the desired behaviour, especially the things that we didn’t think of before? To find out, we developed a powerful research approach, combining different research methods.

While working closely together with KLM’s email team in several design sprints, we designed new responsive versions of the emails.

What was the end result?

As expected we saw:

  • Higher open rates (OR)

  • More clicks (CTR)

  • Higher conversion

But most importantly, KLM and Buyerminds received many compliments from travellers about the new e-mails and the new ticket. 

Let us help you improve, like we did with KLM



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