Rapid Design Execution for Web & Mobile

BUPA Benefit App

This project required moving quickly to support a fully remote team in delivering a polished, design-ready experience within a month. My primary focus was adding value through clear design execution, thoughtful UX decisions, and smooth handoffs that kept the project on track.

Project Overview

Bupa is a global health insurance provider and the Bupa Benefit App is a key offering available exclusively to the Australian market.

The client aimed to enhance the app by introducing new features and rewards to improve user engagement and overall satisfaction, while addressing usability issues in the existing experience.

Objective

Collaborate on design execution across mobile and web to:

  • Improve usability and clarity across key flows

  • Streamline the user journey

  • Seamlessly introduce new features and rewards

  • Deliver a polished, development-ready design within a tight timeline

Role

UI/UX Designer, Eight Inc. (Singapore & Australia)

  • Supported rapid design execution for mobile and web

  • Focused on UX clarity, component consistency, and handoff readiness

  • Collaborated remotely with designers and a design director

Design Approach

Translating Mobile to Web

A major challenge was adapting mobile-first interactions to larger screens while maintaining clarity and usability.

Key Principles

  • Information Hierarchy: Organize content so users can quickly understand and prioritize information across screen sizes

  • Improved Content Display: Explore layouts that better surface content on desktop using responsive patterns

  • Micro-Interactions at Scale: Adapt mobile gestures and transitions into intuitive desktop interactions

  • Component Redesign: Rework cards, buttons, and form elements to feel cohesive and functional across platforms

Due to limited access to end users, solutions were developed through collaborative brainstorming and ongoing feedback from the design director.

Course Screen — Event Calendar

On mobile, users swipe through events and the calendar date updates dynamically. Translating this interaction to web required balancing clarity with usability.

Explored Solutions

  • Display one event at a time, allowing users to click or swipe through dates

  • Display multiple events at once, with the calendar updating as users select each event

Final Direction
We chose to display four events at a time, providing more context on larger screens. To avoid visual clutter, only dates with live events were shown, improving scannability and focus.

Membership — Displaying Plans

The challenge was clearly communicating the difference between two plans:

  • A subscription

  • A single-course plan

Solution
On mobile, background colors dynamically shift based on the selected plan. This interaction was carried over to web, using contrasting backgrounds to differentiate plans at a glance while maintaining consistency across platforms.

Membership Experience Enhancement

The membership structure introduced additional complexity:

  • Basic: Access to one course, with optional live add-on

  • Subscription: Access to all courses, with live add-ons purchased per course

Solution
I proposed a single-screen experience that allows users to toggle between plans and directly compare features. From the same screen, users can select a course via dropdown and add the live experience in just a few clicks — reducing friction and decision fatigue.

Clarifying the “LIVE Access Pass”

Users struggled to understand how the LIVE Access Pass fit into the membership options.

Solution
I introduced a collapsible accordion that clearly explains live access benefits, separating it visually and conceptually from the membership plans. This reduced confusion while keeping the UI clean and unobtrusive.

Chat UI Upgrades

Identified Issues

  • Live support was difficult to find

  • No related articles or FAQs surfaced during chats

  • No way for users to provide feedback after interactions

Solutions

Improved Bot Interaction

  • Redesigned the bot greeting and content presentation

  • Introduced video-based responses to deliver faster, more engaging answers

Seamless Bot-to-Human Transition

  • Streamlined escalation to human support

  • Added form fields to capture key user details before handoff

Post-Chat Feedback

  • Implemented a feedback survey at the end of each session to capture user sentiment and identify improvement areas

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Insights & Reflections

Working on this project strengthened my ability to:

  • Collaborate effectively with remote, cross-regional teams

  • Deliver high-quality design under tight timelines

  • Balance creativity with existing design systems and guidelines

  • Identify usability issues even within seemingly simple interactions

I thrived in the fast-paced, ambiguous environment and genuinely enjoyed learning from other designers. The project sharpened my problem-solving skills and reinforced the importance of clarity, communication, and adaptability when designing at speed.