Titan / MicroMax
SonoSite, 2000 - 2002
SonoSite had excellent portable ultra-sound technology, but poor sales due to a machine (designed by a major ID firm) that looked like a toy. David radically changed the company's ID language with the Titan (later named MicroMax), resulting in widespread acceptance (and a dramatic improvement in revenues & margins).
David partnered with User Research to observe doctors and sono-graphers in locations throughout the U.S. and in seven countries in Europe and Asia, to discover the key insights that drove the product architecture and countless design decisions.
The design was so successful, it is still a mainstay product for SonoSite a decade after launch. Titan and its derivatives have significantly impacted patient care at thousands of medical facilities, worldwide.
(link to project deep dive)