Smart Design Receives 2010 Medical Design Excellence Award for Cimzia Packaging Project

Smart Design Receives 2010 Medical Design Excellence Award for Cimzia Packaging Project

Smart Design announced that the recently designed Cimzia packging system is being honored with a 2010 Medical Design Excellence Award at the Medical Design and Manufacturing (MD&M) East Conference and Exposition at the Jacob K Javits Convention Center in New York City.

Two unique brands came together to form the groundbreaking Cimzia platform. UCB, a global biopharmaceutical company, partnered with OXO International and their much-loved Good Grips brand to create a new, patient-friendly syringe and packaging system that would help make injections easier for those rheumatoid arthritis patients, especially those with limited dexterity.

OXO, the housewares company known for a dedication to the principles of Universal Design, brought in their longtime design partner, Smart Design to lead the team in designing all the elements of the new Cimzia packaging components (the syringe itself, the packaging, and the accompanying guides.)

"The design team immersed themselves in the world of people who live with RA in order to really understand their experience with limited dexterity," explained Davin Stowell, CEO and founder of Smart Design. "We developed a syringe and packaging components designed specifically for RA patients. We aimed to make patients feel more in control during the process of self-injection, and more empowered, instead of reminding them of their illness."

Cimzia's friendly packaging not only aims to promote compliance but also to provide a positive, caring user experience. A curved front panel allows fingers to slide under and lift it open. Following three easy steps, the design leads users through a thoughtful and straightforward process. The tray accommodates a wide range of patients' dexterity limitations when removing the syringe. The information hierarchy is clear and concise with a personal, conversational tone that is human and respectful.

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