Patients living with Wilson disease — a rare genetic disorder that prevents the body from properly eliminating copper — face a complex, lifelong care journey that existing tools were never designed to support.

To address this, we established a dedicated Design Lab to research, imagine, and design entirely new ways patients and families could manage care. Rather than working within legacy constraints, the team asked a simple question: What if digital care were created today?

The work resulted in a comprehensive care concept spanning a mobile app, wearable integration, and AI-driven support — all tailored to the needs of individual patients. The experience was designed to adapt to a wide range of circumstances, including limited mobility and fluctuating health conditions, while remaining fully connected to healthcare providers.

At its core, the experience functioned as a proactive healthcare concierge — anticipating needs, reducing daily burden, and supporting patients and families one step ahead of care.

In parallel, patient films and a global photoshoot were produced to authentically capture the day-to-day realities of living with Wilson disease, grounding the work in lived experience.

Although the program did not reach production following an acquisition, the work established a new model for how rare-disease care could be designed — centered on dignity, personalization, and continuity.