BUPA

Led the strategic transformation of Bupa’s Wellness initiatives for Huddle Design Agency.

ROLE

Senior Strategic Designer

Huddle Design Agency | Melbourne

PROBLEM

Bupa wanted to enhance engagement across employee, customer, and partner wellness services. My team was formed to define wellness’ role at Bupa and develop a strategic direction and engagement plan to elevate their service offering. We collaborated closely with the Bupa team to understand the role of wellness both in and outside the office, co-locating throughout the project to unify knowledge and build human-centred design capability within the team.

APPROACH

We interviewed staff, customers, and University student cohorts using Bupa’s wellness services to identify ways to engage and satisfy customers, while uncovering workplace factors that influence wellness needs. Workshops with each cohort helped map the future service experience, highlighting pain points and opportunities. Qualitative research provided insights into customer needs and expectations, revealing what was working, what wasn’t, and how to evolve Bupa’s services. We also co-located with the Bupa team to support their capability in applying human-centred design practices throughout the project.

OUTCOME

We developed an engagement strategy that outlined an optimised service experience, helping the organisation understand how new initiatives would address the needs of their diverse customer base. A strategic roadmap was provided to guide Bupa in prioritising improvements and new work. Additionally, we delivered an engagement model and design artefacts to support the implementation of both new digital and physical service experiences.

project-images-bupa1

Previous

Next