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Nexer Digital
Enhancing accessibility for Bupa’s 45 million customers
The challenge
from audits to a comprehensive accessibility strategy
Bupa is a global healthcare and insurance provider headquartered in the UK, serving around 45 million customers worldwide. Their ambition was clear: make their digital experiences and internal practices more inclusive.
Nexer collaborated with Bupa to improve the accessibility of their products and services and foster an inclusive culture. This involved accessibility audits, inclusive usability testing, and tailored training programs for teams across the organization.
WHAT WE DID
ACCESSIBILITY AUDITS
We reviewed 36 key web pages using automated tools, assistive technologies, and multiple devices and browsers, assessing compliance with WCAG 2.2 and beyond.
To keep users at the center of the process, we prioritized critical journeys such as:
Building knowledge and culture
Initially, Bupa planned to brief their Digital team on the findings and integrate WCAG checks into development workflows. However, it became clear that a checklist approach wouldn’t address knowledge gaps or embed accessibility thinking long term.
We shifted focus to capability building—training teams on best practices, prioritizing user needs, and creating a culture of accessibility. This included inclusive usability sessions with Bupa’s research team and audits of additional products for accessibility and inclusion.
Inclusive usability testing
We conducted usability studies on Bupa’s healthcare information, particularly the search directory. Objectives included assessing usability and accessibility and demonstrating inclusive testing methods to Bupa’s team.
The sessions highlighted improvements such as clearer navigation, better text sizing, and enhanced color contrast. They also equipped Bupa’s team with the skills to run their own inclusive testing in the future.
WHAT WE DIDImmersive accessibility
Immersive accessibility
training
To embed accessibility across the organization, we delivered a series of tailored training sessions. These ranged from foundational workshops—covering lived experiences, standards, and assistive tech demos—to specialized modules for content designers, developers, and QA teams.
Topics included:
THE OUTCOMES
Our collaboration with Bupa delivered measurable progress in accessibility across the organization. One of the most significant achievements was securing executive-level commitment, which ensured accessibility became a strategic priority rather than a checklist item. This commitment was backed by increased funding, enabling Bupa to invest in long-term initiatives that embed accessibility into their digital products and services.
We also provided Bupa with a practical toolkit for running inclusive usability testing. This resource empowers their teams to independently evaluate and improve accessibility in future projects, ensuring that user needs remain central to design and development decisions.
Beyond tools and processes, the partnership fostered a cultural shift. Awareness and capability grew across multi-disciplinary teams, equipping them with the knowledge and confidence to navigate accessibility challenges and prioritize inclusivity in their work. By embedding accessibility into Bupa’s culture, we helped lay a strong foundation for creating more inclusive experiences for all customers.
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
GET IN TOUCH
Speak to us about how we can help your organisation with accessibility.