Bupa
Digital Student Ecosystem — Discovery
A very “sky’s the limit” first half of the design diamond for Bupa DSE
TLDR
A discovery project creating a content hub strategy for Bupa's international student health coverage, with focus on content modeling and auditing.
Tools
Atlassian; Confluence etc, Maze, Optimal, Adobe Analytics, Microsoft Office
Skills
content design, copywriting, ux design, ux writing, content strategy
Problem
Bupa wanted to explore an ecosystem approach for it’s Overseas Student Health Cover centred around a content hub offering. This was a very open project with lots of ambiguity and challenging stakeholder engagement. I wore a variety of changing hats over the course of the project.
Process
I actively participated in an initiative to address CMS issues across the broader Bupa system. This was extra to the project and loaned Bupa future forward methods of content delivery.
I introduced the Bupa tech team to content modelling and taxonomies for non-linear dynamic content (COPE Create Once Publish Everywhere).
When the UX team was falling behind I stepped in to conduct a card sort and tree test to support our projected IA and get the project back online.
This project was intra-agency and embedded so there were many layers of stakeholder engagement.
The broad shape of the project went;
Content audit > Content model > Content strategy
The strategy model above pulled all the moving parts together.
Solutions
Finishing up on the Discovery phase of this project I provided; - a solid content audit of the existing site - a content model that mapped the relationships proposed in the discovery and - a speculative content strategy for the project going into design.Broad recommendations on substance, structure, workflow and governance were divided into Must / Should / Could.
Outcome
The Bupa DSE content hub discovery was a gigantic step into the future for the Australian branch and an essential move for supporting Bupa’s most vulnerable market.
This work mapped a way forward.