Customer experience agency e2, has partnered with Bupa on the design elements of the recently launched Bupa Perth health experience centre.

Located at 89 St Georges Terrace, the new look centre moves away from the traditional health insurance retail services model of tellers and queues.

Key components of the phased project included ideation of store design, customer journey mapping and development of a zoning strategy that delivers purpose and function to the customer and business.

“Our brief to e2 was to create a branded environment that would set new industry standards and create an interactive customer experience”, said Gael Filippini, Bupa’s Head of Retail.

“Beyond an innovative and intuitive design, we really wanted our new store environment to enable our consultants to provide our members and non-members with tailored advice to suit their healthcare needs.”

The project began with e2 conducting a comprehensive audit on the current health insurance experience in Australia and overseas, and then looking beyond the category for best practice customer experiences.

“We were delighted to work in partnership with Bupa to help bring its health partner strategy to life through a collaborative and interactive store environment,” said Robbie Robertson, MD e2.

Bupa has also recently launched new retailing environments at Sydney’s Bondi Junction store and Melbourne’s Knox store. Previous retail clients of e2 include Westfield, Sony, Luxottica, Tarocash, Virgin Mobile, and Pacific Brands.