Bupa
Bupa
Leading the strategic transformation of Bupa’s Wellness initiatives
Bupa set out to boost engagement across its wellness services for employees, customers, and partners. We partnered with their team to define the role of wellness, uncover key needs, and shape a strategic direction. Through research and co-design, we developed a clear roadmap and engagement model to enhance both digital and in-person wellness experiences.
Role
Senior Strategic Designer
Company
Huddle, Strategic Design Agency
Location
Melbourne
“By listening to the people who use and deliver Bupa’s wellness services, we uncovered what really matters—and built a strategy that responds to those needs.
–Project reflection journal
We delivered research-driven outputs that clarified the role of wellness, uncovered user needs, and guided future improvements across Bupa’s wellness services.
Research plan
Workshops and future-state service mapping
Customer insights report outlining engagement drivers and needs
Identification of key pain points and opportunity areas
Strategic engagement strategy
Prioritised roadmap for future initiatives
Engagement model for digital and in-person services
Design artefacts to support implementation
Embedded human-centred design capability within Bupa teams
“I loved Lucy’s approach to helping us understand HCD and how it can help us solve the issues we’re facing.
–Bupa feedback
The problem
Bupa set out to boost engagement across its wellness services. We partnered with their team to define the role of wellness, shape a strategic direction, and embed human-centred design capability through close collaboration and co-location.
–Concept sketches
The approach
We interviewed staff, customers, and students to uncover engagement drivers and wellness needs, then ran cohort-specific workshops to map future service experiences. Insights revealed what was working, what needed improvement, and how Bupa’s services could evolve. Co-locating with the team, we also supported capability-building in human-centred design.
–Concept sketches
–Team workshop
–War room
–Project workshop
The outcome
We developed an engagement strategy and roadmap to help Bupa prioritise initiatives and better meet diverse customer needs, supported by an engagement model and design artefacts for digital and in-person services.
“This work has given us a clear direction and the tools to evolve our wellness services into something more human, more connected, and more impactful.
–Bupa
Image sources
Read next case study
