Bupa UK
Designing the Future
of Health Insurance
Creating a seamless and personalized digital experience for Bupa UK customers
Redefining care together
As a global healthcare company, Bupa is proactively preparing for the future. Healthcare is a fast-evolving industry, facing rising costs, an aging population and a shortage of healthcare workers. Increasing demand for mental health support, exacerbated by pressures on public healthcare systems, is creating an urgent need for joined up, accessible and preventative health services. This is a need that Bupa UK is helping to fill.
For over two years, frog has been Bupa UK’s design partner, working in a complex healthcare environment to support the transformation of their customer experience and to adapt their digital offer to evolving customer needs.
frog has helped Bupa UK reimagine and relaunch their member app, MyBupa, powered by its digital healthcare offerings that are delivered by Blua. Together, we’ve introduced new propositions and redesigned key customer journeys that have already measurably improved customer satisfaction.
The collaboration has involved the creation of a brand new design system, creating a clear product vision and delivering a connected care platform that integrates innovative technologies and provides access to Bupa UK healthcare services. All of this work has been based on ensuring customers are at the heart of the experience.
During the partnership, our design teams collaborated across multiple squads to embed design leadership, provide strategic guidance and deliver day-to-day against quarterly OKRs.
frog has helped shape Bupa UK's digital transformation as the company shifts from a traditional health insurer to a holistic healthcare partner. The result is empowering Bupa UK’s customers to make more informed, positive health choices while improving operational efficiency across the board.
Our design partnership and collaboration across our squads, coupled with frog’s expertise in product discovery and agile delivery, has allowed us to fundamentally reimagine the way we serve our customers
A proactive healthcare partner
Project highlights
Challenge
Fragmented digital platforms
Bupa UK’s digital platforms were numerous and complex. There were opportunities to redesign customer journeys and introduce new features. The goal is to onboard new customers onto the app, increase existing user engagement and provide seamless, integrated care options.
Solution
Unifying experiences
frog helped Bupa UK to develop a compelling product vision, including creating a unified digital health experience that supported their connected care strategy and helped shape internal team structures.
Outcome
Raising engagement and satisfaction
frog helped Bupa UK improve their ways of working, introducing product and service design and working in close collaboration with product and engineering teams. This helped accelerate the delivery of an improved, unified digital experience for Bupa UK's customers. The MyBupa app has seen user engagement increase by 320% and its app store rating has risen by three stars.
New ways of working
Part of Bupa UK’s digital transformation has been around ways of working. We established clear roles and responsibilities across the design team, fostering collaboration between design and development to encourage the delivery of consistent, high-quality digital products.
By aligning with Bupa UK's agile operating model, we enabled cross-functional squads to work efficiently and focus on customer-centric outcomes.
This redesign ensured that, as Bupa UK’s digital services grew, the design function could scale effectively, promoting a seamless customer experience and supporting Bupa’s goal to establish itself as the most customer-centric healthcare provider.
frog has helped guide Bupa UK's digital transformation as the company shifts from a traditional health insurer to a holistic healthcare partner.
frog has helped guide Bupa UK's digital transformation as the company shifts from a traditional health insurer to a holistic healthcare partner.
The improved app now includes features such as personalized dashboards, smart navigation to care, wellbeing plans and dynamic onboarding with integrated customer support.
Fresh features and offerings
As a result of our collaborative effort, the team have delivered a reimagined MyBupa app featuring a new design system and improved governance, which is continuously updated for better accessibility and the addition of new components.
The improved app now includes features such as personalized dashboards, smart navigation to care, well-being plans and dynamic onboarding with integrated customer support.
frog also worked with Bupa UK to define and launch Bupa Well+, a new lower-cost care and well-being offering which includes a digital GP service.
Continued focus on prevention and innovation
By reimagining their digital presence and transforming their ways of working, Bupa UK is pushing forward with their ambition to become the most customer centric healthcare provider in the world.
The MyBupa now serves 2.2 million users, with 80,000 digital GP bookings per month and over 90,000 new digital accounts created within just seven weeks of communications being launched.
We continue to collaborate with Bupa UK, building on the strength of the design partnership and looking ahead to bring new features and experiences to Bupa customers.
Exploration is ongoing into new avenues for innovation, including focusing on creating personalized, digital-first experiences for customers and enhancing offerings like health insights and patient-reported outcomes.
Bupa UK is poised to further expand its healthcare services, deepening relationships with customers and evolving from intervention-based care to prevention-focused well-being. From women’s health to cardiology, advanced diagnostics, wearables and digital health assessments, Bupa is set to drive the future of healthcare for years to come.
MyBupa has achieved impressive results, with user engagement increasing by 320% and its app store rating rising from 1.6 to 4.6 since launch.
