Full case study ~5 min read
B2C
eCommerce
Pharma
Reimagining the online pharmacy: from clinical to human-centered care
Secured the pitch and redesigned the Wegovy pharmacy journey, introducing AI-driven personalization to create a more intuitive, engaging, and scalable experience.
Year2025
Client
Novo Nordisk > NovoCare > Wegovy
Full-Time
2 weeks
Methodologies
Experience TransformationCompetitive AnalysisDocument IntakeConcept CreationArt DirectionUX & UI Design
Tools & Frameworks
Figma, Figma Make & FigJamAdobe PhotoshopMiro
Microsoft PowerPointAnthropic ClaudeChat GPT
Context
A 2 week pitch sprint to reimagine NovoCare's online pharmacy as a human-centered destination—shifting the brand away from clinical density toward empowering self-care. The Wegovy journey was positioned as the flagship product within a broader digital pharmacy ecosystem, with the goal of reframing weight loss from a transactional, information-heavy flow into a supportive experience that meets patients with clarity and compassion. The pitch won, and the concepts moved directly into production on the Wegovy site already in flight.
Role: Digital Designer
Scope: led the art direction and visual storytelling that carried the concept through executive review, spanning concept development, mood boards, and visual narratives built to communicate design direction and secure leadership buy-in. While the deliverable was rooted in creative direction, my UX and AI background was integral to shaping the underlying vision—I championed AI-driven personalization as a foundational layer across the experience and ensured the visual narrative was grounded in real user pathways rather than surface aesthetics. I produced storytelling screens and pitch visuals for executive and stakeholder presentations, contributed conceptual and UX writing to maintain a clear, empathetic, human-centered tone, and made the strategic recommendations to integrate AI across both front-end personalization and back-end fulfillment—ultimately establishing foundational visual and experiential patterns for future expansion across the digital pharmacy ecosystem.
Problem
NovoCare does not provide a seamless, user-centered digital pharmacy experience that meets patients where they are. While competitors are delivering intuitive, self-guided platforms, NovoCare’s current experience relies on clinical complexity that place cognitive and emotional burden on users. Patients—often arriving to their site after repeated weight-loss failures and with diminished confidence.
Approach
- Led the conceptualization of a new brand identity and positioning strategy for a reimagined online pharmacy experience.
- Defined the Wegovy pharmacy experience as the flagship product within the new digital pharmacy ecosystem, establishing foundational UX and service patterns.
- Recommended the integration of AI-driven capabilities as a foundational layer across both front-end user experiences and back-end fulfillment workflows.
Execution
- Developed and presented mood boards and visual narratives to communicate design direction and secure leadership buy-in.
- Designed end-to-end UX and UI flows, translating strategic vision into intuitive, scalable digital experiences.
- Contributed to UX writing and product copy to ensure a clear, empathetic, and human-centered tone across the experience.
- Created storytelling screens and visuals for executive and stakeholder pitch decks.
Solution
Reimagine NovoCare Obesity as a streamlined, human-centered destination that reframes weight loss from a clinical obligation into empowering self-care. By guiding users with clarity and compassion through personalized pathways that reflect their unique journeys, the experience shifts from information overload to meaningful human connection—positioning NovoCare as a trusted partner in progress and possibility.
Outcomes
Won the pitch, then started bringing the concepts to life within the Wegovy website we were already building
Set a clear, human-centered vision for the online pharmacy experience, reframing it from a transactional flow into a more supportive, care-drive experience
Established the Wegovy pharmacy journey as the first and foundational product within a broader digital pharmacy ecosystem, creating reusable experience patterns for what comes next.
Helped shape product and engineering thinking by introducing AI as a core layer for personalization, user guidance, and fulfillment support across the experience.
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