Challenges & opportunitites
To reinforce ViCentra’s company values of designing for people, not patients, and being meaningfully different, the product itself needed to be more than functional; it had to be desirable.
The challenge was to introduce a user-focused and lifestyle approach to the traditional medical sector – which created an exciting opportunity for differentiation.
We had to create a brand which would work cross-culturally and across digital and physical touchpoints. It had to be simple and beautiful. While that seems like a limitation, it kept functionality and positive user experience at the core of the project.
ViCentra wanted to expand into a younger target market, attracting more female consumers, without alienating male or older demographics. This created a specific set of requirements. In short, we had to create the iPhone of insulin pumps – an integral product which, while crucial to everyday existence, is a coveted possession communicating something of its user’s personality and personal style.