Empowering Patients With Smarter Diabetes Care
Empowering Patients With Smarter Diabetes Care
Figma
Tools
User Research
App Architecture
Role
Role
Duration
Duration
10 Weeks
10 Weeks
Team
1 Project Manager
1 UX Designer
Overview
How accessible is diabetes medication for those who need it?
Are GLP-1s accessible to users who need them?
Solution
Solution
We combined three strategies: 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.
We combined three strategies: 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.
IDEATION
We then began generating ideas to address user needs.
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—turning local expertise into tangible supply chain solutions.
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—turning local expertise into tangible supply chain solutions.
marketing practices
In addressing misinformation about diabetes treatments on social media, our team ideated UX solutions to ensure users receive accurate information. 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, reinforce trust in Novo Nordisk’s communications, and promote responsible digital marketing.
In addressing misinformation about diabetes treatments on social media, our team ideated UX solutions to ensure users receive accurate information. 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, reinforce trust in Novo Nordisk’s communications, and promote responsible digital marketing.
Low Fidelity Wireframes of Marketing Practices
Novo Nordisk Website
We began designing a website to alleviate users' pain points while putting Novo Nordisk ahead of other GLP-1s. By integrating Direct to Consumer (D2C) strategies, the platform helps users access products more efficiently, reducing delays and improving reliability. At the same time, educational resources foster informed decisions and healthier lifestyles. These features not only empower users but also strengthen Novo Nordisk’s supply chain performance and trust with its community.
We began designing a website to alleviate users' pain points while putting Novo Nordisk ahead of other GLP-1s. By integrating Direct to Consumer (D2C) strategies, the platform helps users access products more efficiently, reducing delays and improving reliability. At the same time, educational resources foster informed decisions and healthier lifestyles. These features not only empower users but also strengthen Novo Nordisk’s supply chain performance and trust with its community.
Site Map for Novo Nordisk Website
Background
Before interviewing users, we dove into the problem space.
We reviewed clinical studies, industry reports, and competitor offerings to learn how GLP-1s are currently prescribed and distributed. We also examined patient forums and social media conversations to capture lived experiences, including barriers around access, affordability, and adherence. This research revealed critical pain points:
-Inconsistent supply
-Limited patient education
-Lack of tools to support long-term lifestyle change.
We reviewed clinical studies, industry reports, and competitor offerings to learn how GLP-1s are currently prescribed and distributed. We also examined patient forums and social media conversations to capture lived experiences, including barriers around access, affordability, and adherence. This research revealed critical pain points:
-Inconsistent supply
-Limited patient education
-Lack of tools to support long-term change.
competitive analysis
competitive analysis
-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.
Our main findings were that while both companies face a common threat: overwhelming demand, limited supply, and rising scrutiny around equitable access. 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.
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.
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 our 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.
User interviews
We talked to 10+ users with diabetes to get insights.
To better understand the patient experience with GLP-1s, we synthesized insights from user interviews into an affinity map.
By clustering these voices, we were able to identify opportunities for solutions that were grounded in the user experience, such as:
-Supportive Communication
-Transparent Supply Tracking
-Financial Aid Tools
-Educational Tools
We grouped feedback into key themes to uncover patterns behind frustrations. This revealed recurring pain points:
-Harmful Stigma
-Inconsistent Availability
-Unpredictable Costs
-Lack of Education
User interviews
We talked to 10+ users with diabetes to get insights.
To better understand the patient experience with GLP-1s, we synthesized insights from user interviews into an affinity map.
By clustering these voices, we were able to identify opportunities for solutions that were grounded in the user experience, such as:
-Supportive Communication
-Transparent Supply Tracking
-Financial Aid Tools
-Educational Tools
We grouped feedback into key themes to uncover patterns behind frustrations. This revealed recurring pain points:
-Harmful Stigma
-Inconsistent Availability
-Unpredictable Costs
-Lack of Education
Pivot Point
During the website design, a key challenge emerged.
In the middle of our second sprint designing the website, Novo Nordisk launched its own website with the aforementioned key features.
Novocare diabetes homepage launched 03/05/25
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 continued to design and test the app.
Here we sketched what the app home screen may look like. We thought of having three different sections, overview, education, and direct contact with your doctor.
Low fidelity wireframes
After brainstorming and testing with users, we created these 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.
Mid fidelity wireframes
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 users with low vision, language barriers, or limited digital literacy.
Evaluate outcomes: Measure long-term impacts on medication adherence, patient confidence, and overall health outcomes.
More Projects
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
team
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.
More Projects
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
team
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.