ASP complete product line redesign
ASP (Advanced Sterilization Products) is Johnson & Johnson’s surgical device sterilization company. ASP was a first to market leader in low temperature sterilization. Over the past several years, the market has seen a rise in competition which steadily began to erode ASP’s market share. Though revolutionary at their inception, customers felt that their systems, though technically effective, were lagging in usability, design, and innovation. Their product lines were outdated, confusing to operate, and there was no commonality in interface or workflow. ASP reached out to my department at Ethicon to audit and overhaul their complete product line. This was a deep dive effort involving extensive research, planning and coordination between multiple operating companies. The results of the system redesign were profound and garnered 2 IDEA awards and ASP’s continued lead in the device sterilization market.
ASP’s existing product lines were outdated, non-cohesive, and challenging to use. The new suite of products streamlined user interactions and established a clear brand identity.
Current product lines were a mishmash of multi-generational products with no continuity, connectedness or enabling technology beyond their primary function. Often, multiple variations of the same system existed with entirely different interfaces. User error was high causing repeated delays to hospital workflow. In addition, ASP had no recognizable brand equity with customers.
Great lengths were taken to understand the issues, customers, and scope of the opportunity. Field research, interviews, GUI audits, technology evaluations, concept testing and market research were all utilized to bring the appropriate solutions to market.
Multiple rounds of 2D and 3D conceptual development were explored and vetted with customers, management and marketing.
Deeply confusing, multi-layer and abstract graphical user interfaces comprising dozens and dozens of unique screens on the previous product line were replaced with simple, intuitive and minimal GUI’s comprising only a handful of unique screen modes.
Additional rounds of 3D development were executed to evaluate conceptual family approaches from all angles.
Implementation of the new systems were extensively evaluated, validating the new system’s impact on users and hospitals.
From inception to completion, the entire scope of work was on time and on budget in under 2 years, launch ready.
A market success and winner of two IDEA awards
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