Digital Transformation: Bupa

Helping Bupa mapping their digital future

Digital Transformation Case study 1/3, Reading time:10min
  • Design an experience map of the future of Bupa Digital
  • Design a meaningful app that would encourage self-service whilst remaining human
  • In my role as Senior UX Designer, I supported the UX Design Manager and the Strategy Manager whilst creating affinity maps, during ideation sessions and during user testing. We worked in an agile way by organising weekly sprints. From research to ideation to design and testing, everyting was executed in a very lean way. The velocity of this project as well as the quality delivered did impressed our client.

    In terms of Digital Product Design, I:
  • Developed low fidelity, medium fidelity and high fidelity wireframes with data visualisation
  • Designed advanced prototypes with Axure
  • Tested & iterated concepts, fedback and presented findings to relevant parties
  • In terms of User Research, I:
  • Supported the research phase by clustering workshops results
  • Coordinated and collaborated with our client
  • Used insights in order to explore design and business opportunities
  • We helped create a digital future vision for Bupa which was well received. The service we designed was very close to what we know now as Babylon Health, a service that Bupa is currently using.


    Below is a summary of the key elements that have moulded this project.

    1) Experience Mapping

    In order to decide which part of the service we could emphasize on and prioritise, we mapped the entire service journey in an experience map. This helped us highlight where the strongest opportunites were lying.

    2) Workshop

    A series of workshops with the Bupa team were organised in order to gather insights.

    3) Clustering insights

    After the workshop, we had numerous insights that needed clustering. This helped us organise ideation sessions with our client and helped inform and shape the design of our products and services.

    4) Low fidelity prototype

    During our weekly testing sessions, we would use low fidelity prototypes in order to keep the right momentum. We would sometime iterate after a few user testing sessions in order to gather more insights and have our product optimised. Every Friday, we would then organise a presentation with our client in order to feedback the results.

    5) High fidelity prototype

    Once the user testing sessions were coming to an end, the Design Team created high-fidelity wireframes. Having evaluated all the entry points, we also connected the dots between our digital services and physical ones. Key features included: self-service symptoms checker, appointment booking, appointment summary as well as contextual health tips.

    6) Digital products and services with empathy

    People's health is a sensitive matter. Therefore, even though we digitalised and automatised parts of the services offered, we always kept in mind the feelings our users and designed features that would make every steps very clear, reassuring and understanding, making our product as thoughtful and human as possible without falling in the uncanny valley.

    7) Extending Bupa's ecosystem

    By teaming up with innovative health start-ups and using rewards system, we designed an extended Bupa ecosystem that would help and inspire Bupa members to reach their health goal.

    Thank you.

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