A service design and mobile app extension developed for Bupa Australia to improve premium customer retention. The rewards-based mobile feature enhanced engagement, strengthened loyalty, and elevated the digital experience for high-value members.
Who They Are
Bupa is a global health insurance provider offering healthcare coverage and services across multiple countries. In Australia, Bupa serves a large base of policyholders, including premium members who expect elevated service experiences. Facing retention challenges among high-value customers, Bupa partnered with JX to redesign their digital engagement strategy through service design and a rewards-focused mobile app extension aimed at strengthening loyalty and customer satisfaction.
Services We Provided
Service Design
Conducted service design analysis to identify retention gaps and improve premium member engagement experience.
UX/UI Design
Designed intuitive, loyalty-focused mobile interfaces enhancing engagement and overall premium customer satisfaction.
Mobile Development
Developed a seamless rewards extension integrated within Bupa’s existing mobile application ecosystem.
Loyalty Architecture
Built a scalable rewards system to increase retention, engagement, and premium member lifetime value.
Deliverables
- + Service Design Research & Journey Mapping
- + Premium Customer Retention Strategy
- + Rewards Program Architecture
- + Mobile App UX/UI Design
- + Mobile App Extension Development
- + Loyalty Points & Benefits Engine
- + QR Code Rewards Activation
- + Face ID Secure Authentication
- + Health Activity Capture & Tracking
- + Admin Dashboard for Rewards Management
- + API Integration with Existing Systems
- + Engagement Analytics & Reporting
Overview
JX partnered with Bupa Australia to design and develop a mobile app extension focused on improving premium customer retention. Through service design and loyalty strategy, we built a secure rewards program featuring QR code activation, Face ID authentication, and health activity capture. The solution enhanced engagement, strengthened customer loyalty, and elevated the digital experience for high-value members.
Features
Geo-Location Partner Program
The platform integrates geo-location technology to connect premium members with nearby partner businesses. Customers receive location-based offers and rewards, increasing real-world engagement while strengthening Bupa’s partner ecosystem and delivering added value through personalized, proximity-driven experiences.
Main Focus
Our main focus was improving premium customer retention through service design and loyalty-driven digital experiences. By integrating rewards, health engagement, geo-location partnerships, and secure mobile functionality, we transformed the existing app into a value-enhancing ecosystem that strengthened emotional connection, increased engagement, and reinforced long-term member loyalty.
Challenges and Solutions
Bupa faced declining engagement among premium members, requiring a strategic service design intervention. The solution needed to enhance loyalty, increase app interaction, and deliver measurable value beyond traditional insurance services.
Challenge 01
High-value members lacked differentiated digital experiences, reducing engagement and increasing the risk of policy churn.
Solution 01
Designed and implemented a redeemable points system connected to health activities, geo-location partners, and QR-based rewards activation.
Challenge 02
The existing app provided transactional services but lacked lifestyle-driven features encouraging continuous interaction and loyalty.
Solution 02
Integrated Face ID authentication, health activity capture, and partner-based rewards into a seamless mobile experience.
Results
The rewards extension increased premium member engagement, strengthened retention, and enhanced app interaction through health-driven incentives, partner integrations, and secure mobile experiences, delivering measurable value and improved customer satisfaction.
Other Works
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