Bupa is a leading international healthcare group, they serve over 22 million customers in more than 190 countries.

They offer personal and company-financed health insurance and medical subscription products, run hospitals, provide workplace health services, home healthcare, health assessments and long-term condition management services.

Bupa are also a major international provider of nursing and residential care for elderly people. Their services also include primary care and diagnostic centres, and dental centres. Bupa employs more than 70,000 people, principally in the UK, Australia, Spain, Poland, New Zealand and the USA, as well as Saudi Arabia, Hong Kong, India, Thailand, China and across Latin America.


The centralised UX team at Bupa Group historically spent a lot of money on agency delivered usability testing to the point they decided to bring testing in-house and build purpose built usability labs.

Given Bupa is a global organisation they needed to compliment the in-house UK based labs with a solution that could be rolled out globally to collect feedback from site visitors and test the websites. In addition they wanted to do a lot more quantitative research and increase the volume of research conducted across the business.


Over a the past 12 months Bupa has deployed UserZoom globally to collect feedback from website visitors on their intent using the websites, success metrics, issues they encountered and what they would like to be improved.

Based on the onsite feedback they deploy the task based methodology in UserZoom to target specific site problems and uncover the areas that can be improved.


Deployment of UserZoom has empowered Bupa with the ability to plan development 6 months in advance informed by solid and robust quantitative and qualitative data. They can initiate research from the UK on their International websites across Europe and Asia, most recently Thailand.

For more examples of how UserZoom can benefit your business and customers, check out the rest of our UX case studies