Case Study

Wegovy

Designing A New Experience For Change Seekers

Brand

Wegovy / Novo Nordisk

Role

UX Director

Duration

5 Months

Scope

Full Site Rebuild

The Project

I led the ground-up rebuild of Wegovy.com, directing UX strategy, content architecture, and client relationships across a five-month engagement. Working alongside a UI Director, content strategists, and copywriters, I owned the experience vision from kickoff through launch — facilitating workshops, leading wireframe development, and serving as the primary point of contact for stakeholder communication and developer support during the AEM build.

This project also marked a milestone in how I leverage AI as a design tool, using ChatGPT, Claude, and Figma Make to architect a wayfinding quiz with 45 unique outcome combinations.

Wegovy.com redesign — MacBook mockup

The Problem

Two things needed to change.

01 — Accessibility

A site that couldn't be used by everyone

Text in images. Insufficient contrast. Compliance failures at nearly every level. The site couldn't meet WCAG standards — a critical failure for a healthcare product in a regulated space.

02 — Experience

Clinical documentation framed as a consumer journey

Wegovy is a lifestyle product. The site read like a pharmaceutical package insert. The architecture, tone, and visual design all prioritized compliance over connection — leaving real patients without a clear path forward.

Strategic Reframe

Organizing around
the patient journey.

We replaced a compliance-first architecture with a four-stage consumer journey — built around the questions real patients actually ask, in the order they ask them.

01

Is Wegovy Right for Me

Education and eligibility — meeting patients before they've decided.

02

How Do I Get It

Prescription pathways explained clearly, without clinical jargon.

03

What Will I Pay

Cost, insurance, and savings programs — the questions that kill conversion.

04

Getting Started

Onboarding and expectations — setting patients up for success after they've decided.

The Wayfinding Quiz

Five questions.
45 unique outcomes.

45
unique CTA
combinations mapped by AI

The quiz was the most technically complex piece of the project — and the most human. The challenge wasn't writing five questions. It was ensuring every combination of answers led somewhere meaningful, not a dead end or a generic page.

I used AI (ChatGPT and Claude) to architect the full decision tree — mapping all possible answer combinations to appropriate outcome CTAs. What would have taken weeks of spreadsheet logic took days. Figma Make handled the prototype, letting us test real paths with stakeholders before a line of AEM code was written.

AI didn't replace the thinking — it accelerated it.

How It Was Built

Decision tree architecture built collaboratively with AI. Every path validated against user journey stages. Prototype in Figma Make for stakeholder review before a single line of AEM code was written.

ChatGPT Claude Figma Make

Client Reaction

Overwhelmingly positive. The quiz became one of the defining features of the new site — a tangible example of AI as a design tool, not a replacement for design thinking.

Execution

Built right, from the beginning.

Accessibility Leadership

  • WCAG-compliant architecture from day one
  • Eliminated all text-in-image patterns
  • Established contrast standards and focus states
  • Full keyboard navigation coverage
  • Structured for screen reader compatibility

Design System

  • First implementation of new Novo Nordisk design system
  • Token-based architecture for cross-product scalability
  • Designed for reuse across Ozempic, Rybelsus, and future products
  • Brand-aligned while staying platform-consistent

Partnership Model

  • Workshop-based alignment at kickoff and key milestones
  • Direct stakeholder access earned by mid-project
  • Collaborative MLR (medical-legal-regulatory) process
  • Primary AEM liaison through the full build phase

Outcomes

Shipped in five months.

5

Months from
kickoff to launch

45

Unique quiz
outcome paths

WCAG

Compliant from
the ground up

Reflection

This project represents the fullest expression of how I lead. I did IC work when IC work was needed. I led when leadership was needed. I knew which moments called for which.

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