Full case study ~5 min read
Website Design I B2C I Healthcare
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.
Year
2025
Full-Time
2 weeks
Team
1 Senior Design Director
2 Associate Copy Directors
1 Senior Copywriter
1 Group Art Supervisor
1 Lead UX Designer (ME!)
Methodologies
Design Thinking
Research & Document Intake
Concept Creation
UX & UI Design
Art Direction
Tools & Frameworks
Figma & FigJam
Adobe Photoshop
Miro
Microsoft PowerPoint
AI-feature design & development
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.
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.
Responsibilities
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.
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-driven 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.
Delivered end-to-end UX and UI that thoughtfully balanced user needs, regulatory constraints, and business priorities—laying the groundwork for future expansion.
