Redesigning Bupa’s app homescreen to increase personalisation, improve usability, and elevate brand identity in the digital space.
Bupa’s app homescreen lacked modern functionality and branding alignment. It felt outdated and failed to provide a clear, engaging experience for users. Key challenges included: • Lack of personalisation, making the interface feel generic and disconnected. • Unclear affordances for tappable elements, leading to navigation issues. • Missed opportunity to reflect Bupa’s strong brand identity in the digital space.
Requirement
Revamp the homescreen with: • Native components for improved performance and usability. • Personalisation features, including a user’s name and time-of-day greetings. • Branded illustrations approved by the design team, with animation options to enhance user engagement. • Card components to clearly indicate what’s tappable, improving navigation.
User Research
We conducted:
User research through interviews and usability tests to identify pain points and key improvements.
Wireframing and prototyping sessions to reimagine the homescreen’s layout and functionality.
Iterative feedback loops with the brand team to ensure the integration of approved illustrations and animations.
Key Findings:
Users wanted a more personalised experience to feel connected to the app.
Confusion arose around tappable elements, requiring a clearer visual hierarchy.
Branded visual elements significantly boosted user perception of Bupa’s digital presence.
solutions
We Developed
Native components for enhanced usability
Implemented native components across the homescreen to deliver smoother, faster, and more reliable interactions.
Personalised user experience
introduced dynamic greetings based on the user’s name and time of day, creating a more engaging and tailored experience.
Branded illustrations with homescreen interactions
Incorporated custom illustrations approved by the brand team, with subtle animations to elevate the app’s visual appeal and align it with Bupa’s identity.
Card components for clear navigation
Redesigned the homescreen with card-based layouts to make tappable areas obvious, reducing confusion and improving navigation.
