Case file · Healthcare · eCommerce
Subject: Bupa Optical & Hearing · Senior PM → Lead PM · 2022 — present
Doubled digital's share of a national optical business
Outcomes · entered into evidence
Challenge
A stores-first omnichannel retailer where digital was a brochure, not a channel — driving ~$10M of store revenue and $3.5M in online sales, but treated as marketing rather than a revenue engine customers actually transacted through.
Approach
- Built the ROI-backed investment case that secured the largest CAPEX since the site launched.
- Set a multi-year roadmap integrating complex dependent systems (Shopify Plus + practice management) behind one clean, fast CX.
- Rebuilt the two highest-value journeys — glasses purchase and appointment booking.
- Stood up an experimentation program so conversion gains compounded instead of stalling.
The story
Digital was a brochure. Stores were the business. The turning point wasn’t a redesign — it was an investment case that proved digital could carry revenue, backed by a roadmap the board could fund and a team that could ship it. Two years later, digital drives $14M of store revenue — up 40% on the $10M base — alongside $3.5M in online sales, and 78% of all revenue growth across 49 stores.
Artifacts
BOH digital strategy · slide 07
Investment case
Digital can carry revenue — if we fund the journeys that convert.
Digital share of revenue growth, %
FY24: 78%
Before · 6 steps, 2 dead ends
Drop-off: 71% at account wall
After · 3 steps, guest-first
+38%
checkout completion
−52%
time to purchase
drag the handle · reconstructed journey — the originals are confidential
Experimentation · year one
ROI $3.40 : 1
24 tests shipped · 71% win rate · reconstructed from the real dashboard
The pattern, proven