Is Target’s Pill Bottle Good User-centered Design?

20 Mar 2006 5:00 PM | Deleted user

"Do you really want to know what I think?" We assured her we did and were met with an outpouring of frustration related to the new design. While she immediately agreed it was better for consumers, she complained that the bottle was designed in a way that made her job significantly harder, even claiming it took her twice the time to fulfill prescriptions. More specficially, she complained about the inset area in which the label needed to be applied. If not applied just right, it was impossible to insert the info card. That led her to then complain about the card itself. She noted that it took significant time to make as they needed to be folded "just right" and could be easily ruined. By her reaction, it seemed clear that no one had ever asked her what she thought about this tool which she used more than any other.
An interesting counterpoint to all the fuss over Target's pill bottle design argues that a key user group--pharmacists--were overlooked.


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