Case Studies

Maskery Helps Bring Bottom Line Results for DNA Genotek

DNA Genotek corporate logoDNA Genotek

The Situation

DNA Genotek (www.dnagenotek.com) is opening up a new world for health researchers by simplifying the job of collecting large amounts of DNA for major population studies through innovative techniques for saliva collection. The job of collecting enough DNA samples was traditionally costly, time consuming and difficult – creating a barrier to successful research. DNA Genotek’s leading Oragene product solves these problems through a combination of an easy-to-use collection device and a DNA fixative solution that together allows researchers to rapidly and cost-effectively gather large numbers of DNA samples.

The first version of Oragene worked well and successfully launched the commercial phase of the company. As volumes grew, some customers expressed concern over the transportation costs for collected samples. Demand was increasing for a format that people could use in their own homes, anywhere in the world and then mail back to the research lab. Meeting this demand required a complete redesign of the Oragene collection unit with a special focus on easy use and easy transport. DNA Genotek called in industrial designers DW Product Development Inc. (www.dwcanada.com) and user interaction experts Maskery to help get it right.

The Challenge

Before beginning the project, Maskery went through a Discovery process with DNA Genotek and DW to identify the qualities that the new unit required in order to meet the broad goals of being easily mailed, used without supervision, reliable and manufacturable. Specifically, the Oragene redesign had to ensure that the collection unit was:

  1. Flat enough to be mailed in a standard, bubblepak envelope,
  2. Easy to write on,
  3. Easy to spit into,
  4. Easy to handle, particularly easy screw tops,
  5. Intuitive to use, without looking at the instructions,
  6. Able to automatically release the fixative into the sample properly without user invention,
  7. Easy to manufacture and not increase manufacturing costs,
  8. Usable by anyone from 16 to 106.

The Project

Maskery first summarized available best-practices device design guidance from existing human factors research. Building on that research, Maskery’s team next conducted an Assessment by doing an expert evaluation of DNA Genotek’s existing unit and comparing its design elements against the eight main design goals. Several issues became immediately apparent. For example, the existing unit was awkward to handle and difficult to spit into accurately. A fair amount of force was needed to close the unit in such a way that the Oragene fixative would release and mix with the sample. As well, the unit was much too large for an envelope, would not fit through a door slot and needed to be mailed by more costly parcel post.

Based on the research and Audit, Maskery provided a design analysis to industrial designers DW, who would design the unit. Together, Maskery and DW went through a Visioning stage, resulting in six prototypes, each with different design attributes. Maskery field tested each prototype with elderly subjects to assess how well each prototype delivered on the requirements, particularly whether the subjects could close the unit tightly enough to trigger the release of the Oragene solution into the saliva sample. This iterative formative testing approach helped Maskery and DW identify a clearly superior prototype with good handling and smooth turning characteristics.

Fine-tuning occurred during the iDesign stage. The field tests revealed additional areas for design improvement, especially in making the unit easier to handle for those with dexterity and vision problems. DW quickly incorporated these improvements into the preferred design and developed a final prototype that Maskery again tested elderly subjects to ensure that all design goals were met. Results proved that the design delivered on all goals, and DNA Genotek released the new design to manufacturing and began promoting the new unit to customers.

The Results

Reaction in DNA Genotek’s customer base was highly positive. Research labs, including those at many of the best known academic institutions in the world, quickly took advantage of this ability to collect large numbers of samples easily. DNA Genotek’s customers also reported a substantial increase in return rates due to higher user acceptance. The slim design also significantly reduced the mailing costs normally incurred by large population studies using the original product.

For DNA Genotek, the overall results included a better bottom line:

  1. The demand for the new Oragene DNA Self-Collection Kit was so high that it quickly became DNA Genotek’s main product format.
  2. The redesigned unit reduced the number of parts from 7 to 3 and allowed for machine assembly rather than manual assembly. Overall, costs decreased and manufacturing defects were reduced to an extremely low level. In addition, the more modular design allowed reuse of manufactured parts in custom, specialized collection devices.
  3. The new design opened up a wider market for DNA Genotek’s products, increasing DNA Genotek’s customer base, especially with those interested in mail-based studies.
  4. The flatter, slimmer design reduced DNA Genotek’s inventory storage and shipping costs.

Says Ian Curry, president and CEO of Genotek:

“How a product interacts with users is critical to the product’s success We wanted a partner who could take a rigorous scientific approach to truly understanding what our customers need and how to deliver the right experience. We have been thrilled with the insightful service provided by Maskery.”