As a provident association, with no shareholders, WPA's sole focus is on the award-winning service it provides for its members. Elixel were commissioned to build stronger links and drive better value for their customers by improving their digital platform.

At a glance

  • Review and analyse customer feedback
  • Clickable prototype to support stakeholder engagement
  • Style guide to streamline the creation of future designs/functionality
  • Integration with GP booking system


In 2018 we designed the first WPA app as part of WPA's wider customer service offering. The app saw an increase of members, who were able to make claims and access information quickly. In 2021 WPA approached us again, as they wanted to offer more value to their customers by adding a health and wellbeing section as well as improving the navigation so that there were less steps for a user to complete a task. We started the process by doing a UX audit of the current claim flow, which highlighted that the language used could be misguiding, which could lead to an increase of abandoned claims.

"One of the major things we learnt from working with Elixel is that it’s not just good design that makes an app easy to navigate; a lot of it is also down to the language that’s used." - Clare Sampson, Manager

We then hosted a virtual UX discovery workshop with WPA stakeholders, where we identified redundant pages within the original navigation to streamline the order of information, reducing the clicks needed to complete a task. This also allowed us to add the new health and wellbeing features, without negatively impacting the navigation. On the back of this, we created wireframes of the app that demonstrated how the customer would navigate through the app and complete tasks. This laid the foundations for us to move onto the hi-fidelity visuals.

"by going through the customer journey in this way, we were able to significantly streamline the navigation and allow easier access for members. With Elixel’s expertise, we could look through the lens of the customer, from beginning to end." - Clare Sampson, Manager


We carried out a 6 week design sprint from wireframe to prototype & hi-fidelity designs, which we presented back to the managers at WPA to gain valuable feedback. Throughout the design process we made sure that Clare was involved to make sure the product was meeting compliance and their customer needs.

From the workshop insights we were able to prioritise the apps features and content to create wireframes for the product, which showed the end-to-end journey of how the app could work and where we could iron out any assumptions.

It was important that the style of the app complimented the wider eco-system of WPA's customer service. As such we created a design system that housed all the visual components and rules required to keep the brand consistent across the platforms. One of the key design principles for us was making sure that the language used within the app was understood by customers who didn't know anything about Health Insurance.

"With this update, we are offering an outstanding contemporary customer experience; where members are getting immediate responses to their claims and appointments, plus added value with the Health and wellbeing content." - Clare Sampson, Manager

And their story continues...

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