Insulin Forward

The Overview

The client needed a way for diabetes patients to have greater access to online educational materials and offline classes that they sponsored. The agency designed the brand concept, website, collateral materials and educational content.

The Details

Client : Medtronic
Tools : OmniGraffle, Photoshop
Role : Senior User Experience Designer


The client funded classes around the country to educate people with diabetes. Curriculum and materials explained the disease and ways it could be controlled. Through outreach programs, the client had many doctors refer patients to the classes to learn more about their options. The classes heavily featured a type of medical device the client lead the market in selling.

We were tasked with creating a compelling website to house the class materials and connected patients with nearby classes. Class content was behind a login, but the rest of the website was an emotional play for patients new to diabetes treatment.


Research and Content

At its heart, the project was about the classes and engaging customers. The educational content could engage them on an intellectual level, so our concept was to relate to them emotionally. As part of that emotional engagement, we did a number of videotaped interviews. The interviews gave us great, heartfelt content and keen insight into the mind of a new diabetes patient.


After whiteboard sessions with our team and then the client, we settled on a very simple site structure. The bigger challenge was in organizing the course materials. Thanks to some engineering wisdom, we chose to use a third-party learning management system (LMS) for the course materials. It allowed flexibility and easier updating.

Education Section

The site was divided simply between the learning resources and patient-centered stories. The site was simply two main areas for finding a class and accessing course materials. Out of necessity the educational section had to be more complex, but was handled in an LMS outside our scope.

User Flows

Flowcharts for this project were pretty straight-forward, and ordinarily would have been less formalized because they wouldn’t be client-facing. However, we were scoped to produce a functional requirements document. So the task flows were project deliverables for sign-off and useful illustrations for creating the FRD.

Locate a Class

This flow describes search functionality and error handling for locating in-person classes.


I worked closely with the creative director on the project. While he was developing the brand and design the course materials, I created wireframes. It worked well because it gave me a better idea of the content to accommodate in my layouts.

Homepage & Profile

On the homepage large patient portraits, patient interviews and editorial copy needed to come together to influence visitors on an emotional level. Later the tabbed videos were scrapped in favor of one person that could be rotated to keep the site fresh. Login is prominently placed in the upper lefthand corner for patients who had already enrolled in classes.

User Profile

Through their profile, patients could edit their contact information or current treatment plan. They also would be able to track their progress in local classes they attended, and the online LMS.

Users could locate a class from the navigation. Also, a right column widget was used throughout to allow users who had engaged with content to locate a class.

Class Search Results

The ability for users to search for a local in-person classes was important to the success of the project.

Online classes were created to complement the in-person classes already being held at locations across America. Though, the online content also served to help patients outside the areas where live classes were available.

After entering their zip code, users could see nearby classes with times and dates available, a description of the specific classes, as well as information about the instructor.

Class Details

Once a user found a class in their area they wished to attend, they could learn about the sessions and then fill out a short form. The form request contact information from the user (for lead capture and communication purposes) and details of their diabetes experience. To reassure the user that they’re signing up for the correct class, the class information is listed adjacent to the form fields.

Visual Design

Our creative director did an outstanding job creating a visual design that carried across an identity and through a successful campaign. I can’t take any credit, but it’s so pretty I had to include it.


Our team worked to create the functional requirements document, but did not develop the site. I worked extensively with our engineers to outline the functionality as it was included in the wireframes.


The brand and the website were well received by the client and patients. Though the educational program changed focus not long after.