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Message Laboratory Labeling System GIBCO, a part of Invitrogen, is the global leader of cell culture products and services, offering nutrients to help researchers cultivate cells in laboratory settings worldwide. GIBCO approached IDEO to gain a clearer understanding of how the brand could grow its business and better connect to customers, thereby improving the overall end user experience. After conducting research in several labs in the US and Europe, IDEO identified key areas of opportunity for innovation and growth based on user insights. The first of these innovations to reach the market was the redesign of the labeling system for GIBCO products. The new color-coded labels and caps are organized by product family, enabling the researcher to find their media at a glance on any shelf, in any type of storage system. The redesigned labels and caps also offer space for written notes, in addition to clearly communicating essential information such as expiration date, storage temperature, and biohazards in an organized and consistent manner. The new label system fits seamlessly into the daily workflow of the researchers, minimizing searching and errors, while improving clarity and confidence with the product. Within months after launching the new labeling system, GIBCO saw a 10% sales increase in a market that is traditionally reluctant to change media and cell culture habits. The innovative approach to supporting users has enabled Gibco to sustain a sales growth rate greater than the overall market. http://www.ideo.com/work/laboratory-labeling-system