top of page

TheirHemTruth

In preparation for the Denecimig (Mim8) launch Novo Nordic needed to evaluate and evolve its unbranded disease education presence within a crowded and rapidly changing hemophilia landscape. 

Services

Sr. UX Designer, Information Architecture, Visual systems, Partner Collaboration

Client

Novo Nordisk

The Problem

The project faced several compounding challenges:

  • The hemophilia disease education space was saturated, with multiple competing unbranded experiences targeting similar audiences

  • Visual direction and brand guidelines were still evolving, with an incomplete style guide during active design

  • Ownership was distributed across multiple agencies, creating communication and alignment challenges

  • Timelines were compressed as launch pressure increased

At the same time, the experience needed to remain cohesive, credible, and flexible enough to accommodate shifting priorities as leadership feedback was incorporated.

 

The work unfolded under significant pressure: timelines were tight, ownership was distributed across multiple partners, and visual direction was still taking shape. As the UX lead, I was responsible for moving the experience forward while key inputs—including a finalized style guide—were still in flux.

My Impact

In the absence of a traditional discovery phase, my role focused on creating clarity and momentum through applied UX leadership

​

  • Led information architecture and UX design while simultaneously helping define and refine the visual language in real time

  • Leveraged competitive landscape and site audit insights to inform content prioritization, navigation and positioning within the disease education space

  • Acted as a connective layer between internal teams, the AOR, and stakeholders to translate evolving inputs into actionable design decisions

  • Maintained UX consistency by focusing on hierarchy, clarity, and reuse—even as visual and structural elements evolved

The Solution

The final UX approach centered on pragmatism and focus:

 

  • Reorganized content and navigation to prioritize the most valuable disease education messages and reduce cognitive load

  • Established a flexible visual foundation that could evolve alongside brand direction without requiring a full redesign

  • Integrated Denecimig (Mim8) appropriately within the broader portfolio, ensuring visibility without overwhelming the unbranded experience

remove this block

My Learnings/Outcomes

Despite ambiguity and launch-driven pressure, the project delivered a clearer, more intentional UX foundation grounded in competitive insight and practical decision-making. The work highlights the role of senior UX leadership not just in ideal conditions—but in navigating uncertainty, aligning stakeholders, and moving complex projects forward.

All Projects

bottom of page