Discreet, stylish insulin pump.
Delving beyond features, RKS designers immersed themselves in user life by wearing pumps in public, uncovering a stigma that discouraged use, even when life depended on it. Armed with emotional insights, our Psycho‑Aesthetics® framework positioned MiniMed as a device of respect and capability.
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points — such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
We reimagined the pump as a personal pager, sleek, familiar, and discreet, complete with a belt clip. The design downplayed its medical function, reinforcing a confident lifestyle rather than illness visibility.
User interface and interaction mirrored common personal electronics: simple controls, clear display, intuitive navigation, all aimed at maintaining privacy and ease. The device felt friendly, not clinical.
Tactile keys and discreet form factor usability
We translated form and function into a reliable device, balancing pocket sized dimensions with insulin delivery performance. From internal component packaging to assembly procedures, technical precision supported emotional impact.
Tooling specifications for production ready manufacturing
RKS’s empathetic, insight driven transformation of the MiniMed pump is a masterclass in design impact: boosting adoption, revenue, and brand value through emotional connection. The MiniMed 507 turned an essential medical device into a symbol of strength, reshaping both product and industry.
The impact was measurable: increased adoption, stronger brand equity, and a reinvigorated team with a clear vision for future product launches. MiniMed didn’t just solve a design challenge. It helped turn the company around.
Strategy
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