Website transformation concept development for user testing

Bound Interactive
  • Customer research
  • Design discovery
  • UX strategy
  • UX design
  • Concept development
  • Prototype

Transforming Bupa’s digital status quo

Bupa is going through a massive transformation phase with focus on digital asset and tech transformation. This is both exciting and needed for the business to reach its goal of becoming more customer centric.

The ask

Following on from Round 1 user testing (view here) and taking those learnings and user journeys, insights, pain points, drivers, and business objectives to elaborate and to push the transformation POC further for user testing.

This brief was fairly open with the objective of casting a wide net to pull in more customer insights. The focus is on the ‘upper funnel’ or landing and informational pages prior to the health insurance product comparison stage.

New to health insurance market


Health insurance is a complicated B2C product. We know from Bupa’s members and prospects that they’re often confused about what they need, the differences in types of cover and can be indecisive because of that.

We also know the user journey is not a straightforward one. It often involves many site visits between Bupa and competitors, where prospects may even resort to making their own lists or spreadsheets to narrow their cover options down.


To gain further insights piggy backing off of Round 1, I strategised and designed a Mid/Hi-fi concept that can be tested unmoderated and moderated.

Centered around the hypothesis:

If we serve the ‘new to market’ customer with the information they’re seeking today, while offering an option for narrowing down cover options based on their needs we’ll drastically reduce friction and cognitive load by focusing on their intention for today.

The new to market customer has a lot of understanding to do and also has some common drivers, like the Lifetime Health Cover Loading which starts at age 31, and the Medicare Levy Surcharge.

Alongside other insights, we also saw a desire for video content in Round 1.

This concept stems around:

  1. A central spot of navigation on the homepage
  2. Purchase drivers video content, related to new to market prospects
  3. Needs based cover filtering checklist to find the right cover
Round 1 insights
Concept screens
Overseas visitors