Role: Senior Strategic Designer
Year completed: 2018
Problem
Bupa aspired to improve the level of engagement across employee, customer, and partner Wellness services.
My team was created to determine the role of wellness for Bupa, and to form the strategic direction and engagement plan to elevate their service offer.
We worked with the Bupa team to identify the role wellness initiatives play inside and outside the office. We co-located with the Bupa team throughout the project to unify knowledge and build human-centred design capability within the team.
Approach
- We interviewed staff, customers and University student cohorts who use Bupa’s wellness services to discover ways to satisfy and engage customers and uncover the influences and barriers various workplace factors have on how to satisfy workplace wellness needs
- We ran workshops with each cohort to map the future service experience and understand key pain points and opportunities
- Through qualitative research, insights highlighted customer needs and expectations against current initiatives, helping Bupa get a sense of what was working, and what was not, and where and how to evolve their service
- We collocated in the Bupa offices to work alongside the project team and support their capability to build human centred design practices in their project approaches
Outcome
- We developed an engagement strategy which detailed an optimised service experience which helped the organisation understand how new initiatives would meet the needs of their diverse customer base
- We provided a strategic roadmap to help Bupa prioritise improvements and new work
- We delivered an engagement model and design artefacts to support the implementation of new digital and physical service experiences
Bupa Health Insurance, with 4 million customers, is the leading health insurance provider in Australia, also offering health insurance for overseas workers and visitors. Bupa also offers aged care, health services and health insurance to people across Australia. With its origins and headquarters in the United Kingdom, Bupa serves 32 million customers in 190 countries.