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Bupa International New Propositions

Designing international healthcare service propositions and a new way of working

The challenge

Bupa International, a worldwide healthcare and medical insurance business wanted to create new service propositions and products for their core expatriate market. The Engine Service Design team prototyped a new approach, re-imagining service propositiona new set of products and customer experiences for the United Arab Emirates (UAE) market, whilst simultaneously providing Bupa with a repeatable service design process. 


This design-led approach has enabled Bupa to not only improve its product offering but to fundamentally change the way Bupa creates products and services for customers, extending beyond a single project to become a new way of working.

Have a similar challenge? Get in touch with the Engine Team

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Here’s how we do it

Insight to vision

Identify the difference between what you do today and what your future customers don’t yet know they need. Reimagine the future.

Insight to vision

Design to pilot

Unlock new value by imagining, designing and piloting services and experiences your colleagues are inspired to deliver and your customers will love.

Design to pilot

Plan to mobilise

Mobilise your organisation with a plan to change, build or buy what’s needed to deliver new services and experiences.

Plan to mobilise

How we can help


It's working, but not well enough

When legacy issues and disjointed ways of working are impacting your customer experience and critical metrics, you need a trusted partner to guide you.

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reimagine engine

Think differently to stay ahead

When you need to think differently to stay ahead, but you’re unsure how to differentiate your customer experience, you need a trusted partner to guide you.

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innovate engine service design

Do something genuinely new

When you spot an opportunity to disrupt your industry with a new product or service, you need a trusted partner to guide you.

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Customer Driven Transformation

How design-led companies get more of the right services to market faster

engine book customer driven transformation

“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.

Download a free copy of the first two chapters of our book.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from a management approach that’s technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation.