Novo Nordisk is a world-leading biopharmaceutical company, at the forefront of insulin development and production for diabetes treatment. The client embarked on a strategic shift to change their sales model, moving from a paid purchase model for insulin pens to providing them with free access. This bold move placed immense importance on the pen device itself—it needed to be a technologically advanced, user-centric product that would reinforce Novo Nordisk's market leadership and encourage the use of their insulin.

The primary objective was to create an insulin pen that would enable and justify this new "tech-oriented" sales model. The key challenges were:

1. Maintain Technological Leadership: The pen required significant iteration and upgrades to uphold Novo Nordisk's reputation for innovation.

2. Optimize Overall Cost: The design had to facilitate cost-effective manufacturing to make the free-access model financially viable.

3. Enhance User Experience: It was crucial to simplify usage and improve the human-factor engineering to reduce patient anxiety and improve adherence.

4. Preserve Brand Identity: The new design had to seamlessly inherit the established product DNA and brand genes of previous successful models.

LKK Design triumphed in a competitive global bidding process in Denmark, surpassing renowned international design firms like FROG and B&O. Our winning solution was a result of a meticulous, user-focused design process.

1. Design Research: A Deep Dive into User Behavior

We began with an exhaustive analysis of the user experience to identify precise pain points.

• Five-Second Sectioning: We conducted a detailed operational process comparison between existing pens (Novo3 and Novo4). By filming, disassembling, and analyzing user interactions in five-second segments, we pinpointed moments of friction, confusion, or discomfort.

• Detailed Teardown Analysis: A physical teardown of existing products allowed us to understand the engineering and design rationale behind every component, informing our own structural and ergonomic decisions.

2. Industrial Design: Balancing Heritage and Innovation

Our industrial design approach masterfully balanced brand continuity with forward-thinking improvements.

• Inheriting Product Genes: We preserved key brand signatures, such as the characteristic outer contour arc, instructional design elements for opening and use, and the rotary calibration cap. This ensured immediate recognizability and user trust.

• Innovating for Usability: A standout feature we introduced was a redesigned dial that protruded 1mm from the pen body. This subtle but critical modification prevented the pen from rolling away when placed on a surface, a detail highly praised by Novo Nordisk.

3. Mechanical Structural Design: Engineering for Reliability and Cost

The mechanical design was crucial for realizing the product vision and business goals.

• Structural Optimization: We redesigned internal components for reliability, simplicity, and ease of assembly. This streamlined the manufacturing process without compromising performance.

• Cost-Efficiency Support: Our design choices in materials and mechanics directly contributed to reducing the overall unit cost, a key factor in making the new sales model sustainable.

4. Prototyping and Testing: Iterating Toward Perfection

We built high-fidelity functional prototypes to validate our designs through rigorous testing.

• User Experience Testing: We conducted multiple rounds of testing with target users to gather feedback on grip comfort, injection force, button tactility, and overall ease of use.

• Iterative Refinement: Based on this feedback, we made fine adjustments to the shape, surface texture, and mechanics to minimize user irritability and fear, ultimately delivering a superior human-machine interface.

The successful completion of the Novo Nordisk PDS316 insulin pen project delivered significant strategic value:

• Winning the Global Bid: LKK Design defeated strong international competitors, showcasing our capability to deliver on a world-class stage.

• Enabling a New Sales Model: The iteratively upgraded pen, with its enhanced user experience and optimized cost structure, became the perfect tool to support Novo Nordisk's transition to a free-access, tech-oriented business model.

• Maximizing Brand Impact: By honoring the brand's heritage while injecting innovative usability features, we strengthened Novo Nordisk's product ecosystem and reinforced its position as a patient-centric leader in diabetes care.

This project underscores LKK Design's unique ability to merge deep user insight, innovative design, and strategic business thinking to create products that drive meaningful change.