Innovation in COLOPLASTPresentation for WILKE seminarby Marc Brøndum, COLOPLAST

Page 1

How do we make products that matter ?

Medical condition

Self treatment

Personal and …

external contextPersonal and …

Our ambition

Our innovation model

Our new innovation model

Page 10

End User Involvement

Ethnography &

Antropology

We rely on several sources when we develop new products

New product

User friends

User insight and

Co-creation

Advisoryboards anduser groups

Focusgroups

Users of our products are involved from the start …

+300

Ethnographic research - mapping of “User journey”

Home

Socializing

Toilet

Morning procedure

s

Preparing oneself

Travel

A single day

Life as a whole

Non-user Accident Hospital Care Home Life goes on

Innovation story designing SpeediCath Compact EVE

Great to greater

First We listen and learn

Using analogies for deeper insights

Listening and responding: Visiting people

Design research: Collecting items and photographing

Getting insights and inspiration

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Visualize every step: The user journey

Initial design sketching

Designing concepts

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Review of models and concepts with users

Respect the context: consumer design

ConsumersMedical

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SpeediCath Compact EVE

… not just a catheter

Here are the details

Engineer Beauty: Creating a light effect

Respect the context: Designing discretion

Disposal is a potential discretion issue

Discretion in Purse Discretion in Pocket Discretion in Trash

• Discrete colour execution; No significant turquoise signposting• Little text and regulatory information on the product

Intuitive up and down Resembles known products Unintended handling

Non intuitiveSplit line

IntuitiveSplit line

• Correct intuitive orientation when opening due to placement of split line and the tapered shape

• No unintended spilling of PVP water

Put the user experience first: Intuitive orientation

The short part is the top

• The user needs a reliable product. It creates reassurance when they know that the catheter will not roll away once placed on a table.

• The product needs to be stable also in a bathroom environment with few or none horizontal surfaces.

Put the user experience first: Anti-roll

Anti-roll

• The bold triangular shape provides the user with a firm grip• The rounded corners gives a soft and approachable impression when handled• A smooth and controlled twist opening avoids PVP water spillage

Put the user experience first: Easy-opening

• The product feels fresh. It appears sealed, sterile and clean to the user, inspiring confidence

• ‘Click’ sound when product is twisted acts as a reassurance that the product is new and safe to use

• The user is able to both see and feel if a catheter has been used

Engineer beauty: Tamper proof

Feels fresh

• Catheter will be the same length as current SCCF plus version• Handle length is 20 mm shorter than SCCF handle to ease insertion while on a toilet

Put the user experience first: Handle length

More ergonomichandle length 65

mm

43 m

m

• Product appears sealed and closed and ‘connection funnel’ does not appear before opening• The cone shape of the product tells where to insert the bag connector• After use the product is completely closed and hygienic if not possible to dispose of immediately

Respect the context: Connection to a urine bag

Sealed and hygienic before use

The soft inner material makes connection strong and reliable

Easy and intuitive connection to any urine bag

Closed end

Easy to connect

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Features in SpeediCath Compact EVE

Integrated connector for attaching a urine bag

Triangular shape for easy opening and antiroll

Tamper proof integratedin design

Tapered design for intuitive handling of catheter

Variable wall thickness provides exclusive depth effect

Bold and Iconic design language

Discreet appearance

Shorter handle lengthfor improved usability

Great, right?!

Thank you