Bupa, the UK’s largest medical insurer and private healthcare company, is transforming the way it approaches accessibility across its digital platforms that serve around 45 million customers.
Partnering with Nexer Digital, Bupa has committed to delivering inclusive digital services and meeting the requirements of the European Accessibility Act, set to take effect in 2025.
Bupa initially engaged Nexer to conduct an accessibility audit, focusing on the search function of its website. The audit process, which covered 36 key website pages, evaluated compliance with the WCAG 2.2 guidelines, revealing 418 areas for improvement ranging from form labels and mobile functionality to colour contrast.
This led to the development and implementation of multi-disciplinary accessibility training programmes for Bupa’s staff, ranging from online workshops to in-person sessions and targeted role-based training. The training culminated in a pop-up accessibility lab with executive team participation, embedding accessibility knowledge and raising awareness across the entire organisation.
The partnership between Bupa and Nexer then extended to inclusive usability testing across a range of digital services, providing valuable insights into enhancing user experience. With the support of Bupa’s user research team, areas for improvement were identified, empowering Bupa’s team with the expertise to conduct future usability tests independently.
Shaun Gomm, Commercial Director at Nexer Digital, said: “By empowering Bupa’s teams with the tools and knowledge they need, we’re laying the groundwork for a more accessible and inclusive digital experience for its customers. The initiative has garnered support at the highest levels of Bupa, with increased executive buy-in and sustained commitment to accessibility efforts. By embedding accessibility awareness across multi-disciplinary teams, the collaboration aims to ensure ongoing progress and prioritises the diverse needs of Bupa’s user base.”
Richard Cohen, Head of Digital Propositions at Bupa, said: “The biggest learning is that without advocacy and education, there is little awareness across our teams of the problems that need to be solved. By working with Nexer we have now managed to give accessibility a seat at the Executive table.”
