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BUPA
Case Study

BUPA

Global App Portal

Revamp the interface to create a globally accessible application that caters to the needs of both end users and medical professionals.

MY ROLE

Lead UX Designer

Project Type
UX and Product Design

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PROBLEM STATEMENT

The Bupa global application component suffered from obsolescence, poor navigability, and inaccessibility, creating challenges for both end users and medical professionals relying on the portal.

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EVALUATE EXPERIENCE

Seamless User Experience

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RESEARCH

 

  • Conducted research to uncover user pain points for medical professionals and end customers.
     

  • Ran user testing to capture real-world user perspectives.
     

  • Analysed analytics data to identify patterns and trends.

QUALATIVE TEST WITH REAL USERS

  • Mapped user journeys to highlight critical touchpoints and challenges.
     

  • Led collaborative workshops with clients and users to create actionable user stories.
     

  • Prioritised requirements and built a structured backlog for portal rollout.

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INSIGHTS

The client placed utmost importance on the UK portal, which was intended to serve as the foundational template for the global platform. 
 

  • Began the design process with initial sketches and low-fidelity wireframes.
     

  • Conducted internal and external user testing, focusing on key user journeys.
     

  • Incorporated insights and feedback into iterative wireframe updates, ensuring alignment with client and user needs.
     

  • Maintained an iterative design approach to continuously refine and enhance the portal experience.

PROPOSED SOLUTION

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Conducted ongoing client workshops and research to create a design system reflecting the brand identity and optimising the user experience.
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  • Developed low- and high-fidelity wireframes with a strong focus on form fields and user interactions.
     

  • Determined essential form fields and applied progressive disclosure for long forms to reduce cognitive load.
     

  • Designed a clear step tracker to show users upfront how many pages they need to complete.
     

  • Ensured all necessary information was presented up front, so users knew what to prepare before filling out forms on the portal.
     

  • Included clear inline and global error messages and contextual help guidance to support user completion.

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STAKEHOLDER FEEDBACK

Applied a material design approach to enhance simplicity and clarity in interactions.

Upon approval of all design stories, transitioned the project into the implementation phase and went live.

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Used analytics-driven testing and learning post-launch to continuously refine and optimize the user experience.

QUALATIVE TEST WITH REAL USERS

Balanced copy and interactions to ensure a simple, user-friendly solution for a diverse audience, including senior doctor consultants as primary stakeholders and customers as end users.

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RESULTS

Rolled out

1.5 Million users

Usage

45% increase

Completion

35% increase

Rachel Barnes

© 2026 Rachel Barnes

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