I received a text one day from a Virgin Unite Constellation member about a life-saving product that could affect anyone who has experienced chronic pain. The catch – the positioning was misaligned publicly in the sleep assistance space and their seed raise was underway and treading water. After a life threatening car accident in 1992 that left him paralyzed from the waist down along with chronic nerve damage, inventor Richard Hanbury, designed a technology to cure his own pain and insomnia. Over a 24-year period the technology had retrofitted for sleep by the Virgin Challenger balloon flight, the SAS, U.S. Air Force and first Solar Impulse flight around the globe.
This provided a unique challenge: How do we re-position and re-design a product that has been launched publically, with existing investors and a current FDA trial path.
We started by anchoring everything as a platform technology while repositioning the experience and product features around sever pain.
Then telling a compelling story to move investors from their analytical to the childlike mind.
And elevating their marketing site with the same modular storytelling framework.
Matt Hilley Design Lead Nicol Boyd Office for Product Design Tomas Rosén Office for Product Design