Novonordisk
HaemActive — Healthcare Mobile Application
Designed an end-to-end healthcare mobile app that increased confidence and engagement in physiotherapy for hemophilia patients worldwide.
0 to 1 design
User research
Mobile
Cross-platform
Key points
Role
Senior UX Designer
Year
2018 – 2019
- 1K+ downloads by hemophilia patients and clinicians across multiple regions
- Enabled regular physiotherapy routines for patients previously hesitant to exercise
- Used as a daily support tool by patients, caregivers, and clinicians
Context
Healthcare mobile application developed with Novo Nordisk to support hemophilia patients with safe, guided physiotherapy.
Problem
Patients lacked confidence in choosing appropriate exercises, leading to reduced physical activity and increased injury risk.
What I Did
- Designed the end‑to‑end mobile UX from discovery to delivery
- Defined clear information architecture prioritizing exercise videos and guidance
- Collaborated with clinicians to ensure medical accuracy and patient safety
- Designed simple flows for exercise discovery, favorites, and training plans
Key Decisions & Tradeoffs
Prioritized clarity and reassurance over feature richness to reduce cognitive load and build patient trust.
Impact & Results
- Product adopted by thousands of patients globally
- Increased patient engagement with regular physiotherapy routines (qualitative feedback)
- Delivered an accessible and trust‑focused healthcare experience
