Bupa

Background

Content as a Service was a specific and specialised piece of work intended for specialist consultants at Bound. I challenged myself by jumping in and taking the leading design role in place of my Bound colleagues who’d signed on to this initiative but were unavailable.

As a strategic designer, I brought agile, human-centred design principles to what was destined to otherwise be a tech-driven solution for content management and governance at Bupa. What started as a headless CMS installation I expanded into a service design project with an opportunity to improve the content lifecycle, optimise workflow and make the whole process more human.

Role

Strategic Service Design Lead

Team

Product Owner, Product Manager, a "Customer Success Management Lead", Change Manager and two Analysts, Tech Partner & Principal.

Timeframe

6 months

Tools

Digital whiteboards and lots of video calls!

Approach

Playing to my strengths as a design consultant I set a tempo of ongoing workshops to foster a fun and collaborative team culture. Striving to workshop outputs toward completing a lean canvas, I prepped and facilitated sessions to bring subject-matter-experts together. My intent was to expose a broad but thorough view of all types of content across various Bupa properties.

I spent many, many hours interviewing 30+ Bupa stakeholders, researching and holding various digital whiteboard ideation sessions and workshops.

Findings

Content governance and technology at Bupa is siloed, insular and full of individualised, legacy processes that evolved program-to-program, team-to-team.

From the expansive interview and research approach I exposed the full picture of how Bupa's content ecosystem was not serving the customer base as needed.

Outcomes

To get Bupa Australia started on their journey to build a better content service within the organisation, I delivered the following:

• 30+ hour-long, formal stakeholders interviews to capture the breadth and depth of Bupa's content ecosystem.
• Six, 90 minute workshops to collaboratively define the problem and iteratively describe solutions to content governance, maturity, CMS adoption and milestones for ongoing, sustainable success.
• Five core principles, developed with content writers and managers.
• A content model codeveloped by our tech team to inform the direction of the technical implementation of the Headless CMS that would support our strategic design approach.

When I finished up and handed-over our recommendation report, I left Bupa with clear next steps to begin building their Content as a Service. The core high-level initiatives, each with multiple, practical actions were:

• Establish a strong foundation
• Foster adoption & understanding
• Integration and continual improvement
• Advocate and Sustain

These represent the in-principle headlines beneath which tangible and measurable actions were mapped into a roadmap to ensure sustainable adoption of the content service.