Bupa UK asked Ninety to help them create a more customer-centric journey for their private dental insurance proposition.
The challenge was to understand the bottlenecks in the current process and develop a north star solution that would deliver an exceptional and unique experience for their customers. The project focused on commercial customers with a strategic outlook for the next 3 years.
The Ninety team began the project by focusing on the customer. In partnership with Global Reviews who had brought in benchmarking of about 200 SME owners to understand what they thought about the dental insurance industry. Global Reviews also run an audit of the digital experience of Bupa as well as the competitors. The project team has gone one step further and done some mystery shopping exercises to understand the current offer from a buyer’s perspective.
Due to findings, the project focused on SME customers and end-users. Once the customer research phase was finalized, Ninety moved to 123 Frameworks’™ Stage 2 – a 2-week design sprint. During the design sprint, the Ninety and Bupa team examined the customer journey on every level, ideated around the improvements, and implemented them into mock-ups and plans for development.
The last part of the project consisted of stretching the thinking of what is possible and creating a disruptive dental proposition of tomorrow. All of the developments were brought together in a 2-year strategic development plan.
At the end of the project, Bupa was left with rich customer insights, customer personas, detailed journeys, mock up of solutions, a north star dental proposition of tomorrow, and a roadmap of how to execute it.
What is more, the teams involved have learned and adopted new ways of working in cross-functional teams in an agile way. The engagement allowed them to be focused on the customer but also move at a much faster pace than an internal project would.
Here’s an interview with Bupa’s Ryan Ebert (Head of Strategy & Implementation), about how the Bupa team found the whole process.
This has been a great project to work on and really has set us up to build the future of our dental proposition for years to come. I’ve always been a bit cautious of consultants, especially in the virtual world but working with 90, the engagement of our team and ways of working digitally has me converted. Thanks for a great project!
Ryan Ebert, Head of Strategy & Implementation at Bupa