When I Can Read My Title Clear
I’ve done quite a bit of finger pointing at Target Corp, but in all fairness I want to call attention to something they’ve done that is pretty great. Yesterday’s moving keynote address by Deborah Adler at UX Week 2007 took the audience through her process of developing Clear RX, a new type of container for prescription drugs.
Inspired by an accidental mishap in her own family, Adler’s intention was to design something that would eliminate errors in dosage, timing and medical indications. After completing her Thesis at the School of Visual Arts, Adler shopped the idea to such organizations as the FDA. She eventually presented her prototype to Target, who had the good sense to work with her in redefining an antiquated paradigm that had been in place for almost 50 years:
Bump-outs in the plastic near the widest part of the bottle were built to facilitate the patient’s grip when opening the container. The removable colored rings, which allow family members to color code their prescriptions, are also a helpful innovation. Mom’s painkillers are green ringed, Dad’s Viagra and heart meds are yellow ringed, and Timmy’s Ritalin is orange ringed.
Each bottle has the patient’s name displayed at the very top of the front panel. Below this, in bold and all-caps, is the prescription name highlighted by a light gray background. Below the name are instructions followed by a line, where secondary, utilitarian information, such as the amount of pills, date, refills, doctor’s name, drug routing info, and pharmacy phone numbers, along with the Target brand, resides. Gone is extraneous information such as the prescribing doctor’s address, which uses up valuable real estate. Behind the back label is an info card with additional information regarding side effects and warnings.
I should further point out two things: one, there is compelling data from the NCPA that most patients do not take their prescription medication correctly as indicated. So the issue, and resulting solution, is firmly cogent beyond mere aesthetics. And two, Target has not passed on the extra expense of production to their customers. If you believe in design for the greater common good (as I do), then you have to applaud the efforts of Ms. Adler and Target.