Product Usability
Target is using innovative pharmaceutical packaging known as Clear Rx. It was designed by Deborah Adler (and refined by Klaus Rosberg). Wikipedia has a nice description and is the source of the photo (thanks, Bartosz Szyszka). Deborah was inspired to improve prescription medicine packaging when a close relative of hers accidentally took medication prescribed to another family member and became ill.
When I first saw the packaging at our local Target Pharmacy a few months ago I was amazed. All I could think of was, "Why hasn't anyone come up with this sooner?" It seems so logical and simple. Here are a few of the key points that stick out in my mind as great usability improvements:
- Each family member gets their own color-coded band (or sticker for pre-packaged prescriptions) so you can easily tell whose medication it is.
- Two sides of the medicine vials are flat, making it much easier to read than round vials where you constantly have to rotate the container to read the label.
- The name of the medication is printed in large bold letters on the top of the vials so you don't have to read the entire label to find the name of the product. This is especially helpful if you keep your medications in a drawer like my family does because it's really easy to look in the drawer and find what you need.
- The vials/bottles are inverted and have a spill-proof lid so you can read the label even as you're dispensing the medicine using its syringe-like opening.
- A magnifying sleeve slides out of the side for people who have difficulty reading the small print for instructions.
- The largest innovation is something I find myself stressing over and over with application UI design--consistency. The information is presented in the same location and in the same style from one medicine to another, making it easier for the user to discern the important information quickly and easily.
Personally, I'd shop at the Target Pharmacy if for no other reason than the usability of their packaging--it's that much of an improvement. Check it out in person and you'll see what I mean.
