Bold, accessible website design for Bupa Paralympics Australia

Overview

Outcomes

Kick-off and planning

Redesigning the site

Ambassadors pages

Stories pages

Accessibility

Services

UX + UI Design
Accessibility Audit
WCAG Compliance
Front-end Development

Company size

20,000+ employees

Visit site

Overview

Bupa is a healthcare company offering a range of services to improve the health of customers. Bupa became the Official Healthcare Partner to Paralympics Australia to promote greater inclusivity in healthcare.

Exo Digital was engaged to redesign the existing Bupa Paralympics web pages. In partnership with Paralympics Australia, Bupa aims to share the inspirational stories of three key ambassadors. Our role was to ensure that the pages are accessible and conform to WCAG2.2, delivering benefits to all Bupa.com users.

Client Review

“Well done Anthony and Hee Won, and all of you, for your dedication and perseverance.”

Ash Ling

DesignOps & Digital Accessibility, Bupa

Outcomes

Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.

Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.

Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.
Improved accessibility
The new designs provided improvements across the broad spectrum of accessibility, making it easier for all users to use the site and access content.
WCAG   Compliance
The site was audited by an independent accessibility consultancy to comply with WCAG 2.2 requirements, validating our design and reducing business risk.
Rapid improvement delivery
The Bupa marketing team use a Ceros CMS that has it has limitations - to deliver improvements rapidly we initially implemented a remediated version of the existing page in Ceros.
Technology transition
To future proof the new design, we outlined a future strategy for Ceros to Sitecore migration - this would eventually overcome the limitations of the CMS currently in use.

Kick-off and planning

Discovery workshop

Our Melbourne team travelled to Sydney to facilitate a discovery workshop, aligning on goals, objectives and expectations. This was important groundwork for project success and in fostering a strong relationship with Bupa.

Stakeholder mapping

Mapping key players in the project was vital to understanding the project landscape. During the project we collaborated closely with stakeholders to navigate Bupa conventions around Design System, Brand and Design Ops.

Project planning

We created a project plan that outlined key milestones, tasks and timelines for our collaboration. This served as a roadmap, guiding the team through each phase for the project.

Redesigning the site

IA redesign

The previous Bupa Paralympics site was a single-page design featuring tabs and modals, we designed a multi-page Information Architecture (IA) to offer a more inclusive and seamless navigation experience for all users.

Old page design

Key improvements

In contrast to the old single-page design, the new Bupa Paralymics homepage offers:

Meaningful division of information into pages
Migration away from clunky tab and modal implementations
Improved accessibility
Consistency with the Bupa design system and visual design guidelines
User control to pause animation / video

Ambassadors pages

Ambassadors landing page

Our new landing page included breadcrumbs for seamless way-finding and a redesigned content flow to engage users.

Ambassadors detail pages

Ambassador detail pages were designed with a compelling storytelling layout, with anchor links for clear content structure and seamless browsing.

Stories pages

Stories landing page

Our new stories landing page presents story articles as cards for enhanced scalability. We included a ‘Featured Story’ hero module to grab attention and improve reader engagement.

Stories detail pages

With our new design each story is surfaced on its own page making it easier and more pleasant to read. We also introduced sharing functionality and visibility of publish date.

Accessibility

A key design driver

Accessibility was the central pillar guiding our design of the new Bupa Paralymics webpages.   An Exo Digital accessibility expert was central to the project team and involved in regular design reviews. A round of inclusive usability testing and iteration based on findings was an important step in improving accessibility of the site.