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Creating a single partner platform to answer pipeline growth and expansion into new therapy areas, while strengthening engagement with Health Care Professionals
DATE
November 2024 - June 2025
WHAT I DID
User & Design Research, Prototyping & Execution, Visualising Insight, User Testing, Aligning Business Value
FEEDBACK I GOT
"Some colleagues go the extra mile, only a few do so with a smile. I worked with Daeyeon on a digital project with a complex stakeholder landscape at Novo Nordisk in 2025, and his UX and design skills meant we could meet a challenging deadline. This isn’t just my experience and several other team members have independently shared similar testimonials: Daeyeon is extremely helpful, takes responsibility and gets things done with the attention to detail required in the regulated pharmaceutical industry. He has my best recommendation and would be a great addition in any team."
— Product Owner @ Novo Nordisk
PRODUCT EXECUTED
ScienceHub →
TL;DR Becoming the Preferred partner of HCPs while meeting increasing demand
During my work with Novo Nordisk, I led the research, strategy and design for a unified partner platform addressing critical friction points in partner engagement. Through 5 in-depth interviews, stakeholder workshops, and service blueprinting, I uncovered three systemic issues causing partner frustration and compliance risks.
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I was responsible for the end-to-end discovery process, from desk research and in-depth research to synthesising insights and facilitating cross-functional alignment sessions. My research revealed how fragmented data management, decentralised information, and opaque financial processes were damaging high-priority partnerships and creating GDPR vulnerabilities. I then translated these insights into design solutions, creating the information architecture and user flows for the new platform.
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The resulting strategy centred on a self-service web portal that would transform how Healthcare Professionals interact with Novo Nordisk. By enabling partners to manage their profiles, track engagements, and handle expenses in one centralised hub, we aimed to reduce duplicate data records by XX%, cut manual processing lead time to 2 weeks, and position Novo Nordisk as the preferred partner for scientific collaboration.
Challenge
HCPs and KOLs often encounter a fragmented and frustrating experience: they are repeatedly asked to re-enter their information, face challenges managing expenses and documents, and must navigate communications scattered across multiple channels. These pain points lead to:
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1. Missed opportunities for collaboration.
2. Weak relationship management and limited transparency across Global Medical Affairs lines of business.
3. Poor data quality and privacy management for these high-priority partners, introducing potential GDPR and compliance risks.
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Our goal was to establish preferred partnerships with high priority KOLs and HCPs through fostering scientific exchange and trust.
Discovery
To guide my research, I focused on three key questions: What does the current engagement process look like? What are the root causes of user pain points? And how do the various systems and services interact today?

I started by reviewing existing research and materials from multiple domains. This desk research included benchmarking how others address similar challenges. From these insights, I mapped out initial assumptions and established a reference group.

I conducted five in-depth interviews, complemented by several follow-up conversations. Three participants were front-stage users interacting directly with the platform, while two represented back-stage roles supporting the service. I also held regular stakeholder meetings to ensure alignment on strategy and product vision throughout the discovery phase.
What I learned
My research revealed three systemic friction points undermining both partner experience and operational efficiency. These insights highlighted an urgent need to unify workflows, empower data management capabilities, and rebuild transparency across the engagement lifecycle.
1
Fragmented Data ManagementHCPs and KOLs face redundant data entry for every engagement due to Novo Nordisk’s lack of a centralised profile system. This inconsistency creates compliance risks and erodes trust in the partnership.
"Everytime there's a contract, I need to put in all my information again and again. Last week, I was asked for the exact same information I uploaded two weeks ago. Why don't you just ask your colleagues?"
2
Decentralised Information AccessCritical documents and engagement details remain siloed across multiple platforms, forcing partners to hunt for information, delaying collaboration and decision-making.
"I want to know where is the agenda? What time? Where am I supposed to be picked up in the airport? This is something that you need on the run, so I want to access all of this on my mobile phone."
3
Opaque Financial ProcessesComplicated expense submission and payment tracking systems lead to administrative bottlenecks, frustrating partners and delaying reimbursements.
"I spoke with one of our KOLs two weeks ago. He came up to me and said - I'am sorry for bothering you with the e-mail about that 60 euros invoice for the taxi. But I still haven't received my money. It is extremely harmful for us not paying on time and having key KOLs needing to reach out to me over us not paying 60 euros expense."
Findings
After synthesizing the interview insights and desk research, I documented the key findings in Miro and collaborated with stakeholders to align these insights with our strategic priorities. I visualised both the current ('as-is') and future ('to-be') engagement processes and mapped the data ecosystem to clarify information flows.

To gain a holistic, systems-level understanding, I developed a service blueprint that illustrated how different user types, systems, touchpoints, and user journeys interact. Throughout this phase, I facilitated multiple workshops with stakeholders from different domains, continuously refining and iterating our approach based on their feedback.
Opportunity
A dedicated external web portal for HCPs and KOLs could streamline profile management, engagement tracking, and document sharing, creating a centralized hub for collaboration. By empowering partners with self-service capabilities, such as updating their information, accessing engagement histories, and submitting expenses, this solution directly addresses fragmented workflows while reducing administrative overhead for internal teams.

The portal’s unified interface would improve data accuracy, ensure GDPR compliance through controlled access, and strengthen transparency in partner relationships. By aligning stakeholder priorities with user needs, this platform positions Novo Nordisk as a trusted partner in fostering seamless scientific exchange.

Improve data access, reduce number of duplicate data records and manual handling time, while increasing HCP and KOLs engagement satisfaction
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A single place of all engagement information including handling expenses, contract and documents with at a glance view, even on-the-go
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Provide HCP and KOLs the opportunity to update and manage their data and information they provide to Novo Nordisk
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2025
Novo Nordisk
view→
A single partner platform answers rapid pipeline growth and expansion into new therapy areas, while also strengthening engagement with Health Care Professionals and Key Opinion Leaders.
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service-blueprint*data ecosystem
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2024
Fredrika Bremer-Forbundet
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The Fredrika Bremer-Förbundet website redesign highlights the potential of human-centred design to boost engagement for an organisation working towards gender equity and those who want to support them.
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