Bupa
Bupa
Understanding what makes wellness services meaningful
Strategic design, research and co-design
I helped Bupa understand how people experienced its wellness initiatives and where the services could better support their needs.
Role
Senior Strategic Designer
Organisation
Huddle, Strategic Design Agency
Client
Bupa
Focus
Strategic design, research and co-design
“By listening to the people who use and deliver Bupa’s wellness services, we uncovered what mattered and built a strategy that responded to those needs.
–Project reflection journal
The challenge
Wellness means different things to different people. We needed to understand motivations and barriers across digital and in-person experiences for people using Bupa’s wellness services.
“I loved Lucy’s approach to helping us understand HCD and how it can help us solve the issues we’re facing.
–Bupa feedback
My contribution
I led research and co-design activities with customers, employees and partners, mapping experiences and developing opportunity areas.
We helped translate those insights into an engagement strategy and future service direction while supporting internal teams to apply human-centred design methods.
–Concept sketches
What the work enabled
A clearer understanding of audience needs and a shared direction and engagement strategy for developing more relevant, connected wellness experiences.
–Concept sketches
–Team workshop
–War room
–Project workshop
“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
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