Simplifying travel bookings

ITV is on a mission to continuously modernise and improve. It wants to achieve this without damaging the culture, creative and commercial strength of its business. In light of this goal, we helped the broadcaster explore how they could utilise AI technology to deliver modern and efficient ways of working for their staff, using a design sprint approach.

Working with ITV, we delivered a user-centric Chatbot travel solution, integrated with Google Hangouts – ITV’s communication platform. 

The Chatbot carries out the manual process associated with making travel arrangements and finds the travel options that align with ITV policy, allowing users to make a booking with ease. ITV staff can now book their travel faster, while saving ITV considerable costs as a result of bookings being made in line with company policy.

85 % of employees
wanted the chatbot to replace the legacy system
25,000  minutes
collectively saved a month

Gaining insights through prototyping and testing

In three weeks, we delivered a working prototype to help ITV better understand where a chatbot could best be placed to support their employees and generate cost savings. We identified and explored two use cases to demonstrate both our approach and technology/chatbot capabilities.


 “The proof of concept has helped us understand what is possible and what the benefits are. It has also made the business teams excited about moving forward in this area. I’m very impressed with what BJSS/SPARCK have achieved and the approach they took.”

– Robert Cole, Head of Group Technology Architecture, ITV


Exploring the primary use case ‘book travel’, we conducted research focusing on non-production employees based in Manchester. We went through two cycles of designing, building, testing and refining, delivering a high fidelity prototype that enables users to find and book trains and hotels. This research supported a number of additional artefacts, including a service blueprint, storyboard, UI recommendations for key interactions, experience map, research summary, conversation flows, business case, road map and a demo video to share with stakeholders.

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