Transforming stigma into strength with empathetic design.
Despite technical excellence, MiniMed pumps struggled with adoption as users avoided carrying devices that visibly identified them as sick. RKS aimed to reposition the pump as a symbol of autonomy, not vulnerability.
94 SPS™
Research Insights & Discovery
Key Outputs
- Full day field studies
- Psycho-Aesthetics® 2.0 Map
- Benchmarking
- Opportunity Areas & Design Criteria
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.
P/A Map: Design Language
Once we observed the competitor/analogous offerings we used our Psycho-Aesthetics process to evaluate the market and identify an opportunity area to guide the design going forward.
The opportunity zone was determined by:
- Competitor offerings and features
- Opportunity Areas
- Untapped opportunity within the market
- Target Demographic
- Design Language
- Emotional Engagement
- Time saving
Industrial Design Concept Development
Key Outputs
- Compact industrial design reflecting pager form factor
- Belt clip integration for easy, public wearability
- Color and style refinements to mirror personal electronics aesthetics
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.
UI/UX Design Development
Key Outputs
- Controls and icons that aligned with pager like use
- Readable LCD display optimized for on the go visibility
- Tactile keys and discreet form factor usability
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.
Engineering Validation
Key Outputs
- Engineering drawings supporting compact packaging
- Prototypes validated for reliability, usability, and comfort
- Tooling specifications for production ready manufacturing
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.
Key Outcomes and Results
Key Accomplishments
- MiniMed was acquired by Medtronic for $3.6 B
- 80% share of physician prescribed insulin pumps
- Annual revenue grew from $45 M to $171 M
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.
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