Care Maps – Novo Nordisk

a peer-to-peer service for diabetes patients

Project developed at CIID Consulting.


Service & Interaction Designer

Key Activities

Experience Prototyping, UX Design, Business Design & Implementation Strategy


— Novo Nordisk, Denmark 2013



Novo Nordisk is a global healthcare company working and leader in diabetes care innovation. Headquartered in Denmark, Novo Nordisk employs approximately 38,000 employees across the world with the passion, and aim to help prevent, treat and ultimately cure diabetes.

Novo Nordisk posed the challenge of looking at how they might provide more emotional support to type-2 diabetes patients to help them cope with the challenges of everyday care. Prior to this project, CIID partnered with Novo Nordisk’s to design a new service offering that pairs online and offline support for people with type-2 diabetes: ‘Care Maps’.

‘Care Maps’ elevates the emotional well-being of people with type-2 diabetes by facilitating peer-to-peer support and providing practical tools for coping with the complexity of a changing lifestyle. Additionally, the service helps participants create individualised “Care Maps” of local community services and activities, creating a ubiquitous layer of support throughout a patient’s everyday routines.

The goal of this project was to define a strategy to turn Care Maps into a sustainable solution that provide value to patients and service delivery partners.



CIID Consulting started by gaining inspiration from analogous business models and key industry experts in order to explore potential implementation models for Care Maps. Finding the right implementation strategy required an iterative business design process and a series of strategic sessions with Novo Nordisk to refine and validate the final solution. Once the implementation strategy was defined, the team equiped Novo Nordisk with the best tools to communicate the solution inside and outside the organization.


Outcome — Implementation Strategy

CIID Consulting worked collaboratively with Novo Nordisk to develop a business strategy to ensure the service was sustainable and would provide value to patients and its service delivery partners. In order to share the new initiative internally, the team designed a toolkit that included:
— Service Business Model
— Launch Plan
— Communication Strategy & Assets

Outcome — Service Prototyping

a) local community awareness

b) membership

c) activity planning

d) on-the-go notifications

e) progress review

f) medical visit