Novo Nordisk
ROLE: Product Designer UX/UI, Ideation, Branding
Awarded Second Place by Novo Nordisk for best mobile app concept.
1. OVERVIEW
Novo Nordisk A/S is a Danish multinational pharmaceutical company looking for a mobile application that would help people adopt a healthier lifestyle with the aim to reduce obesity.
This mobile app design concept was awarded second place internationally and presented to senior stakeholders of the company. The design, art direction, and execution were inspired by the company’s user research agency ‘Is it a Bird’. Bird Agency conducted user research amongst the Danish population with a target audience of women and men ranging from 35 to 55 years old and found that there
There are 3 main areas user research found to influence people’s behavior and attitude toward obesity:
1. Physical (body perception, exercise, nutrition).
2. Emotional (how to deal with emotions, stress, anxiety & depression).
3. Social (how to engage better in groups of people who face similar challenges, or how to better advocate for weight stigma awareness).
2. FEATURES INCLUDED
‘Balance works’ aims to motivate users into adopting healthy habits that eventually will lead them to a balanced lifestyle. Some mechanics included were:
• Simplicity (ease of use)
• Gamification (randomness & choice)
• Nurturing long-term habits (notifications & reminders)
• Progress tracking (challenges and weight target)
• Health Care (access to healthcare experts)
• Support System (community access)
• Onboarding (personal details including BMI and Weight Target)
• Challenges (Body, Emotions, or Social)
• Guides (Book a series of personalized sessions with a healthcare expert to address a tailored anti-obesity plan (Monthly subscription fee).
• Community (News feed on people’s posts and ability to follow other people and/or invite friends to join the platform)
• Progress (Daily challenge tracker in calendar view)
• My Profile (Current weight, target weight, current BMI, ongoing challenges, booked sessions, and upcoming events)
2. APP FLOW & USER EXPERIENCE
The key screens were presented to the client in a high-fidelity prototype and the key areas taken into consideration were:
• User journey from beginning to end, by keeping in mind that the ultimate goal was to track the user weight goal and personalized preferences for habit formation.
• Thinking of a sustainable business model based on a subscription fee that would give users access to key professionals.
• Proposing an MVP product that its engagement could be tracked over time and gather continuous user feedback via surveys.
CLIENT FEEDBACK
The app was presented back to the marketing team via Zoom and it was visible to the entire company in real-time. The marketing lead saw its potential to help prevent obesity in Denmark and considered it to be a viable solution to consider in the near future.