Novo Nordisk

How do you support people building a new routine?

Get in touch:
Dennis Bille Krogh
Client Technology Lead
+45 3134 3664
Product Design


Novo Nordisk is about to revolutionise the treatment of type 2 diabetes by launching a tablet - Oral Semaglutide- that removes the need for injections for people living with type 2 diabetes.

Together with Novo we have built an app that supports and coaches when building a new routine around the daily diabetes tablet.


Tablets are generally perceived as simple. However, this diabetes tablet needs to be taken in a very specific way: Once daily, first thing in the morning, on an empty stomach, with only a sip of water and then waiting for 30 minutes before eating, drinking or taking any other tablets.

The real problem here is helping people remember to take the tablet whilst guiding them to take it in the correct way.


We develop our concepts from a people- and life-centred perspective. In this case, it means that we are building an app for a person not a patient who wants to live their life to the fullest and worry as little as possible about their diabetes 2.

We combine this insight with inspiration from behavioural science. We know, that he hardest part of building a new routine is the beginning where you have to repeat and repeat before it becomes a natural routine. We also know that it takes around 30 days to implement a new routine.

Using these insights to guide the concept, we have crafted an app that guides people through the first phase of this new treatment - and radically enough, after 30 days, they probably won’t need the app anymore.


Worldwide 380 million people live with type 2 diabetes. The impact we aim to achieve is to improve life for people living with type 2 diabetes. We believe this app can support people creating healthy lifestyle routines around their daily diabetes tablet.

We have just launched a minimum version of the app (MVP) in Denmark and Holland and it will soon be available in several countries.

It is a pleasure working with brave clients like Novo Nordisk who dare to matter by being human-centred and using design thinking to leverage their products.

After having launched a MVP of the app we are now curiously following how real people actually use it to get insights before deciding how to further develop it to have the biggest impact.

This project is the first result of our collaboration with Novo Nordisk. More digital products are in the making to help reduce the constant noise and pain that people living with diabetes 1 and diabetes 2 are experiencing.