Customer pain points: Novo Nordisk is the world's leading biopharmaceutical company, leading the world in the development and production of insulin for the treatment of diabetes. In order to adjust the sales model, the insulin pen from fee-based purchase to free access, in such a marketing approach, the iterative upgrade of the insulin pen is crucial, to maintain its leading position in technology, but also need to save overall costs, complete the adjustment of the sales model and promote insulin sales.

Innovative Value: Novo Nordisk Insulin Pen Design Project is a global bidding project, proposed in Denmark and recognized by customers. PK has won many international competitors, including FROG Design and B & O Design. The insulin pen is iteratively upgraded under the inheritance of the system gene, simplifying the use of the pen and improving the human-machine experience. Maximize the brand benefit of the product and achieve its purpose in the change of sales mode.

Product strategy: Rococo team carried out explosive design decomposition analysis on the appearance of Novo Nordisk Novo3 and Novo4 two generations of insulin pens, and in terms of user operation, detailed recording and operation slice analysis of the complete operation process from opening the packaging box to closing the pen cap after injection, from how to continue iterative gene in product detail design to updating and upgrading the patient's use experience, the new Novo Nordisk insulin pen was built.

User Insight: Novo Nordisk occupies a leading position in product technology development and production, and is also quite demanding in brand continuity. Not only does the product need to be upgraded iteratively, but also the overall appearance image of the insulin pen needs to continue the gene of the previous generation.