Hello, good days. This is her life, not her sickness. She does not want to be reminded that she's sick.
People with rheumatoid arthritis need to self inject medication. Although people understood how to use the syringe, it was delivered in a way that was emotionally off-putting and physically difficult to use.
DESIGNED FOR HER
We redesigned the syringe and packaging to be friendly and empathetic, instead of sterile. The physical design consider the needs of a user with arthritis. And, the packaging copy speaks to her in a human voice.
Cimzia was recognized by the Arthritis Foundation for its ease-of-use and has changed the way USB considers their patient experience.
Collective member: Dan Formosa, while at Smart Design