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Message Luxura: A Reusable Insulin Pen Eli Lilly and Company sought to develop a new reusable insulin pen design to augment the existing line, and improve on a variety of functional characteristics of existing devices. Lilly tasked IDEO with the engineering, product and industrial design challenge to develop a design which improved: • Dose setting: Enable a smooth and quiet rotation of the dose knob • Dose setting: Enable the pen to dial backwards if you dial past the needed dose (previous reusable pens wasted insulin if the patient needed to dial back the dose) • Injection force: Reduce the thumb pressure needed to inject and reduce the variabilities around that force • Cartridge changing: Enable the 3 milliliter glass cartridge to be more easily replaced • Plunger Reset: Enable a simpler push reset of the plunger vs the manual “re-threading” In addition to the enhanced functional performance, Lilly asked IDEO to imbue this pen with a more “dressy,” and less “medical-looking” appearance. IDEO’s designers dressed the robust mechanical design described above in a graceful, elegant appearance and form factor, with a matte-finish painted body and chrome dose knob and clip. The high-quality image helps minimize the stigma of injecting in public, which more “clinical-looking” pens can convey. Many patients expressed to us that appearance was very important and made them less concerned about dosing in public. The result of this design effort - the Luxura Pen – delivered an enhanced set of functional characteristics, with a polished look that recalls a fine writing instrument. Launched in the UK, Japan, Germany and other markets starting in 2002, it has been very well accepted. http://www.ideo.com/work/humapen-luxura-insulin-pen/