Manager - E-Commerce Research & Design

Manager - CX/UX Research & Design is responsible for leading the strategic planning, execution, and operational governance of user experience research across Bupa's digital sales channels (Ecommerce). This role drives deep customer understanding through qualitative and quantitative research, shaping personas, journeys, and usability insights that guide product and design decisions. In addition to research leadership, the role provides experience level oversight of UX/UI design outputs, ensuring alignment with business goals, usability standards, and brand consistency.

Collaborating closely with product, CX, design, IT, and performance teams, the UX Research Manager ensures that every customer journey is rooted in user needs, optimized for ease and engagement, and delivered with measurable impact on satisfaction, retention, and conversion.

• Develop and maintain an annual and quarterly research strategy aligned with business goals, product roadmaps, and experience initiatives.
• Identify key customer journey touch points that require insight for optimization.
• Prioritize research initiatives based on impact, urgency, and resource availability.
• Collaborate with CX, product, UX, and analytics teams to align research with critical decision making needs.
• Maintain a centralized research calendar shared across departments.

• Conduct and manage end to end qualitative research studies, including user interviews, contextual inquiries, diary studies, ethnography, and focus groups.
• Design and launch quantitative research such as large scale surveys, preference testing, and task completion self assessments.
• Define clear research objectives, hypotheses, and success criteria for each study.
• Prepare screeners, consent forms, discussion guides, and post session templates based on standardized methods.
• Synthesize findings into actionable insights, using frameworks such as affinity diagrams, empathy maps, and experience themes.
• Develop and maintain data backed user personas segmented by behavior, needs, and goals.
• Create customer journey maps that identify moments of friction, opportunity, and emotional experience across touchpoints.

• Plan and facilitate usability tests across wireframes, interactive prototypes, and live digital experiences.
• Define test goals, task flows, success metrics (e.g., task completion rate, error rate, SUS score), and participant criteria.
• Run moderated (remote or in person) and unmoderated testing using internal tools or third party platforms.
• Evaluate UX elements including information architecture, content comprehension, navigation logic, and layout responsiveness.
• Track behavioral friction points: hesitation, repeat actions, confusion, and drop off in task flows.
• Collaborate with UX Designers and Product Owners to prioritize usability findings for iteration.
• Provide clear, visual reporting of usability issues, videos, task analytics, and design recommendations.
• Maintain benchmark scores for UX metrics (SUS, time on task, task success rate, etc.) and improve them over time.

• Develop and maintain research templates: briefs, consent forms, scripts, analysis frameworks.
• Create a research repository or system to archive past studies, insights, and raw data.
• Define SLAs for study turnaround, recruitment lead time, and report delivery.
• Manage relationships with research agencies or freelancers.
• Ensure quality assurance of vendor delivered research activities.

• Define and maintain UX/UI design principles and experience standards aligned with the company's CX strategy and brand identity.
• Provide strategic direction for experience design - ensuring that user journeys, wireframes, and interactions deliver simplicity, clarity, and user value.
• Review and provide feedback on early design concepts, ensuring they align with user insights, accessibility guidelines, and experience goals.
• Create and evolve high level wireframes or experience maps to guide early stage discussions or…