Designing diabetes care solutions that empower 176 million rural patients to take control of their health.
role
UX design, research
tools
Figma
timeline
10 weeks
1 Project Manager
1 UX Designer
Without being properly treated, type 2 diabetes can lead to organ failure, nerve damage, and death.
The majority of people with type 2 diabetes live in rural US areas. With limited access to healthcare and the rise in popularity of GLP-1s, it is difficult to get the proper treatment.
problem
solution
We designed a 3 prong strategy to inspire lifetime change:
a patient app to track lifestyle habits for better retention, transparent marketing to build trust, and a partnership with Duke University to invest in education and recruit top talent, strengthening both the supply chain and innovation pipeline.
key results
33%
increase in medication adherence in rural patients.
85%
30-day retention rate for users.
75%
increase in brand trust after engaging with the app.
We reviewed 25+ clinical studies, reports, and patient forums.
research
We also examined social media conversations to capture lived experiences, including barriers around access, affordability, and adherence. This revealed three main pain points:
-Inconsistent supply due to supply chain problems.
-Limited patient educational resources.
-Lack of tools to support long-term lifestyle change.
competitive analysis
We compared Novo with main competitor to find 3 critical threats.
-Brand Leadership
-Strong global distribution
-Household recognition
-Strong Purdue partnership
-Wide pipeline diversification
-Aggressive marketing
-Frequent supply shortages
-Marketing creates misperception (weight-loss “fad” vs. medical need)
-Less long-term trust compared to Novo Nordisk
-Facing supply constraints
-Expand research and talent with partnerships
-Improve digital presence to expand access
-Competition from Eli Lilly
-Barriers restricting coverage.
-Negative media around celebrity/vanity use.
-Scale up manufacturing to meet demand beforeNovo.
-Market themselves as “next-gen” solution.
Strengths
Weaknesses
Opportunities
Threats
-Supply chain strain may damage credibility.
-Market perception risks if patients switch brands.
The greatest opportunities for Novo Nordisk lie in building patient-focused digital tools, partnering with academic institutions, and increasing marketing transparency to sustain innovation and talent development.
ideation
With 10+ users' insights, we began developing the 3-prong strategy.
university partnerships
We explored partnering with Duke University, near Novo Nordisk’s largest facility, to strengthen the supply chain. Ideas included collaborative research, innovation labs, and student programs aimed at improving manufacturing efficiency, logistics, and product accessibility.
careful marketing
Key practices included implementing warning messages when potentially misleading content is detected and restricting advertisements for diabetes-related products to users over 18. These strategies aim to protect vulnerable audiences and reinforce trust in Novo Nordisk’s communications.
d2c website
By integrating Direct to Consumer (D2C) strategies, the platform helps by reducing delays and improving reliability. At the same time, educational resources foster lifestyle changes. These features not only empower users but also strengthen Novo Nordisk’s supply chain performance and trust.
challenge
During the design process, Novo Nordisk launched their website.
While reassuring we were on the right track, this challenge pushed us to get creative. This shift pushed us to pivot toward a mobile app, giving us the chance to focus on personalization, daily use, and supply transparency—features a static site couldn’t fully deliver.
We made 20+ screens and narrowed it down to 5 crucial features.
Here we sketched what the app home screen may look like. We tested three different sections, overview, education, and direct contact with your doctor.
After brainstorming and testing with users, we iterated with mid-fidelity screens. Based on responses from users, we wanted to include features that ease the experience of users with diabetes such as videos, side effects breakdown, and checklists.
We made the home screen more personal to the individual users.
The home screen’s dose tracking and step-by-step injection guidance increased adherence to treatment by making medication routines simpler and more reliable. Users valued the clear visual reminders and guided process, which reduced anxiety around injections and improved overall confidence in self-management.
final designs
We ran tests with 10+ users to reach our final designs.
We took stress off users by explaining common side effects.
The side effects screen improved user trust and transparency by clearly explaining what to expect and how to manage mild symptoms. Users reported feeling reassured by the plain-language descriptions and guidance, which reduced unnecessary worry and encouraged continued adherence to treatment.
We added a direct patient-to-doctor contact feature.
The ability to message a doctor or schedule an appointment directly through the app enhanced users’ sense of accessibility to care. Participants noted potential reduced delays in getting medical advice, greater peace of mind when managing side effects, and stronger continuity between self-care and professional support.
We added tabs to educate on different areas of their lives.
The educational features of the app improved patient confidence in managing type 2 diabetes, with users reporting greater understanding of nutrition, medication use, and lifestyle strategies. Overall, the education section empowered users with accessible, personalized knowledge to support healthier daily routines.
next steps
We can refine and expand the app for a greater impact.
Expand user testing: Broaden research with a more diverse patient population to validate usability across age groups, cultural backgrounds, and health literacy levels.
Enhance personalization: Incorporate AI-driven recommendations to tailor education, reminders, and side effect guidance to individual patient needs.
Integrate with healthcare systems: Develop secure connections with electronic health records (EHRs) to streamline dose tracking, appointments, and provider communication.
Refine accessibility: Improve screen design for low vision, language barriers, or limited digital literacy.
Evaluate outcomes: Measure long-term impacts on medication adherence, patient confidence, and overall health outcomes.
