Client: Bupa Health Services
Sector: Health

Bupa engaged Tobias to support them with the design of a scalable service that helps practices across Australasia respond directly to patient needs. This ensured Bupa was at the forefront of Customer Experience in modern dentistry.

Digital TransformationDigital DesignStrategic Design


International healthcare provider Bupa recognised the need to examine their customer experience (CX) to design the optimal dental patient experience and fulfil its brand promise - ‘help members live longer, healthier, happier lives’.

Graphic showing details of project


We followed an evidence-based approach to gain a deep understanding of the current end-to-end dental patient experience. The research identified:

  • key aspects customers desired
  • areas for improvement
  • the emotive stages of the customer experience

These informed opportunities that lead to a better dental patient experience. We took the key opportunity and conducted design sprints to produce an MVP. This was a new on and offline tool to improve the dental experience that puts the patient in control of their health choices, while improving trust, retention and word of mouth referrals.

Collage of Bupa Dental research


Tobias delivered:

  • a customer experience strategy and roadmap
  • customer experience guidelines playbook
  • an innovative new product prototype which received an overwhelming response from clinics wanting to participate in piloting the new product.

The pilot continues to gain momentum and Bupa are building on the strategic implementation roadmap. They adopted our recommended human centred design approach to designing the proof of concept, testing with customers and customer service frontline staff to lower risks and iron out issues before a full scale launch.

More importantly, the project has initiated a broader programme across Bupa Health Services looking to transform service delivery by placing the customer at the heart of everything they do.

Picture of Bupa Dental stand at conference

Digital TransformationDigital DesignStrategic Design