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Bupa – Quote & Buy Sales Pathway Redesign

In 2014, Bupa Australia engaged Friendly to lead the UX/UI stream of the rethinking of their sales pathway.


Being 3 years since Friendly previously designed the Sales Pathway for Bupa, it was time to refresh the experience to match the responsive engaging online experiences users had come to expect.


Working collocated on-site at Bupa’s offices, Friendly’s lead UX designer headed up the design process, guiding and art directing the design team from AKQA, UK. We took a true mobile-first approach, breaking down the lengthy form, delivering single tasks at a time to the user. This resulted in an engaging single page app (SPA) online experience, which became the direction we took for subsequent projects such as Bupa Pet Insurance, Bupa GP, Bupa Dental and the redesign of Bupa’s self service website.


User Experience Design, User Testing, Art Direction, Stakeholder Decision Making.



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