Novo Nordisk
Turning a product into a shared narrative for adoption, alignment, and investment
StudyHub was built as a digital product under VP-level direction — with a deliberate choice made early that the product story and the product itself had to be built together. From the start, it was also treated as something more than a platform: a communication instrument, designed to carry the initiative into the organisation and sustain the belief needed to build it well.
As the platform evolved, the team made a deliberate choice. They created a short film and presented it at a global conference. This was not a marketing exercise. It was a strategic product move — and it changed how the product travelled inside the organisation.
What the film did
Driving adoption through clarity
The film gave core users a clear mental model of what StudyHub was becoming — and how each new module should be understood as it launched. Rather than fragmented releases, users encountered a coherent product story. Onboarding accelerated. Resistance reduced.
Sustaining belief and investment
For senior sponsors, the film made progress tangible. It translated abstract platform thinking into something visible and credible — helping maintain momentum and unlock continued investment at a point when the product was still evolving.
Creating alignment at scale
Across multiple product directors and teams, the narrative acted as a shared reference point. It reduced divergence, aligned decisions, and made collaboration easier in a complex, multi-team environment.
The way the work was done
The process was co-creative and convergent. Product, design, and leadership came together around a shared narrative early — not as a retrospective communication task, but as part of building the product itself.
This is the principle behind our Rich Narrative work: using tangible, story-driven artefacts not as communication at the end of a process, but as instruments that shape the product while it is being built.
Outcome
A platform that did not just launch features — but built shared understanding, sustained investment, and scaled alignment as it grew.