Bupa Benefit App

You’ve been tasked with moving quickly to help a remote team deliver a polished design within a month. Your main focus is adding value by ensuring smooth, design-ready handoffs that keep the project on track and everyone aligned.

Project Overview:

Bupa is a global health insurance provider and the Bupa Benefit App is a key offering available exclusively to their Australian market. The client sought to enhance the app by introducing new features and rewards to improve user engagement and satisfaction.

Objective:

Collaborate on the design execution for both web and mobile screens, focusing on resolving identified UX issues in the current version of the app. The goal was to enhance usability, streamline the user journey, and integrate fresh features and rewards to better serve users.

Role:

UI/UX designer with Eight Inc. (Singapore & Australia)

Mobile to Web

Approach to Translating Mobile to Web (or Vice Versa):

  1. Focus on Information Hierarchy:
    Ensure that content is organized logically and effectively, optimizing how users prioritize and interact with information across different screen sizes.

  2. Improve Information Display:
    Explore layouts and visual structures to better showcase content. This includes considering responsive design techniques that make information easy to consume, regardless of the platform.

  3. Designing Micro-Interactions for Larger Screens:
    Adapt mobile-specific micro-interactions (such as animations, transitions, and touch gestures) to larger screens, ensuring a seamless experience that feels intuitive and engaging on both mobile and desktop.

  4. Redesign Cards and Components:
    Rework key UI elements (such as cards, buttons, and form components) to ensure they are visually cohesive and functional across different screen sizes, optimizing for both usability and aesthetic appeal.

Since we didn't have direct access to users, the solutions were developed through brainstorming sessions and feedback from the design director.

Course Screen – Event Calendar

The primary focus of this screen was optimizing the event calendar for different screen sizes. On mobile, users swipe through events, and the date updates dynamically. The challenge was translating this interaction to larger screens while maintaining an intuitive experience.

Solutions:

  1. Swipe/Click Through Events:
    Display one event at a time, allowing users to swipe or click through each calendar date. This mirrors the mobile interaction on a larger screen.

  2. Multiple Events Displayed:
    Show four events at a time, with the calendar date updating as users click on each event. This solution offers more context at once, improving usability for users on larger screens.

We ultimately chose the second solution. However, displaying all calendar dates at once created a cluttered appearance. To resolve this, we displayed only the dates that had live events, enhancing both functionality and visual appeal.

Membership – Displaying Subscription and Course Plans

The challenge was to effectively communicate the two membership options (a subscription and a one-course plan) on the web, ensuring users could easily understand the difference between the two.

Solutions:

On mobile, the background color dynamically changes to match the corresponding plan. To maintain consistency and clarity on the web, we decided to retain this interaction. We differentiated the two plans by using contrasting background colors, making it easy for users to distinguish between the subscription and one-course plan at a glance.

Membership Experience Enhancement

The membership structure posed a challenge in how to present two distinct plans:

  • The Basic membership provides access to one course, with the option to “add-on” the live experience.

  • The Subscription plan gives access to all courses, but users must “add-on” the live experience individually for each course.

The issue was how to display these differences clearly without confusing or frustrating users.

Solution:

I proposed a solution that allows users to toggle between the Basic and Subscription plans on the same screen. This enables users to easily compare features of each plan. Users can then select their desired course from a dropdown menu and add-on the live experience directly from the same screen in just a few clicks. This streamlined approach simplifies the process and reduces any potential frustration.

Clarifying the "LIVE Access Pass" and Membership Features

We recognized the need to clearly explain the “LIVE Access Pass” so that users would easily understand its benefits in the context of the two membership plans.

To address this, I iterated on the design by introducing a clear distinction between the plans and the LIVE Access Pass by adding a collapsible accordion that explains live access benefits.

Chat UI Upgrades

Identified Support Issues

  1. Difficult to Locate Live Support
    Users struggle to easily find access to live support.

  2. Lack of Related Articles/FAQs
    The chat feature does not provide relevant articles or FAQs to assist users during their inquiry.

  3. No Feedback Mechanism
    There is no way for users to provide feedback after using the chat feature.

Solution:

To address these issues, I began by identifying current pain points within the app and anticipating potential future challenges through user stories.

  1. Improved Bot Interaction

    • Redesigned how the bot greets users and displays relevant information.

    • Introduced video-based responses, allowing users to engage with dynamic content (e.g., videos) rather than static articles for quicker, more intuitive answers.

  2. Seamless Bot-to-Human Transition

    • Optimized the process for escalating from bot to human support, ensuring a smoother handoff when needed.

    • Integrated form fields to help gather essential user details before transitioning to a human representative.

  3. Feedback Collection Post-Chat

    • Implemented a feedback survey at the end of each chat session, allowing users to rate their experience and provide valuable insights for continuous improvement.

Insights & Reflections

Not only did I gain valuable experience in:

  • Collaborating remotely with multiple designers and fostering effective teamwork across distances

  • Embracing constructive feedback to refine and elevate my solutions

  • Adhering to existing design guidelines while balancing creativity and consistency

  • Identifying issues even in seemingly simple interactions, allowing for a more intuitive user experience

I genuinely enjoyed the process of continuously learning from others, thriving in a fast-paced and dynamic environment that constantly challenged me to adapt and evolve as a designer. I was often required to navigate ambiguity, which further sharpened my problem-solving skills.