Leman Micro DevicesBiozen (PPG Reader)
OVERVIEW
Behind every game-changing product, there’s a story, and in the case of Mighty Studios’ Biozen project with client Leman Micro Devices, it’s more than a story about designing and developing a blood pressure measurement device. It’s creating a strategic narrative framework to help real-world positioning once it goes from sketch toa physical product you can hold in your hand.
The Biozen engagement is a story of going beyond design, engineering, branding, and development, and baking into the process a story crafted to create an emotional connection between the finished product, humans, and everyday life. This is blood pressure management made simple—both in data measurement, and in the value of keeping tabs on it—and a product that will save lives.
INSIGHT
The story of Biozen—a name combining Bio for biology/biometrics, and Zen for the concept of being inharmony—is a human one. Hypertension is estimated to be responsible for nearly7.5 million deaths per year, and many of those are preventable through early detection and management.
Cuff-like blood pressure measurement systems are often bulky and inconvenient to lug around. The vision for Biozen was to create a cuffless, optical-and pressure-sensor-based, hand-held device that would take readings via a simple act of positioning your finger over those sensors. Using a companion App, the person would be able to not just take the reading and monitor it, but to also compare results over time and share with their health care provider or caretaker. Goodbye cuff, hello convenience.
The client, Leman Micro Devices, made early explorations into product development and sensor integration(an innovative patented V-Sensor® technology that could take clinically accurate blood pressure readings),but had reached a crossroads—that’s where Mighty came in.
Known and respected within the industry for their engineering, ID, and industrial design chops, Mighty leaned into their brand strategy expertise to guide the development of a compelling story that would demonstrate the value—both physical and emotional—of Biozen as a device to help people achieve harmony between their health and life.
Along with iterations of the physical product, a phase which included industrial design, mechanical engineering, and rapid prototyping to support clinical testing, Mighty worked on developing the mobile companion App, ensuring the UX and UI design felt simple and human, even ‘gamifying’ how to position the finger relative to the sensors to ensure consistent, accurate readings.
Running parallel came the brand strategy and activation work, developing identity, focused messaging, and a website to position the product and bring that emotional connection to the fore, not just for potential investment opportunities, but to move toward the end goal: having this product be the over-the-counter go-to anyone could pick up from their local CVS or Walgreens.
More than just creating an easy-to-use device, Mighty Studios acted as an advisor and guide in helping to identify and craft the product/person connection—the emotional “why?” of checking and monitoring blood pressure. A complex product, a simple and human reason for being: Not only can Biozen save lives, it can also help you stay healthier and in the lives of those who love you, for longer
