Deconstructing Product Design

ClearRx Pill Bottle

Deborah Adler, Klaus Rosburg, and Target, 2005

1. Traditional prescription pill bottles are rife with variability and clutter, which are key ingredients for human error. A poll by Target, for example, suggested that over 60 percent of patients had taken the wrong medication. Contrast this with the ClearRx pill bottle — simple, consistent, readable, and personalized — design priorities such as these are only achieved through an ardent commitment to user-centered design. Deborah Adler comments: “Our objective was to make three things clear: what the drug is, who it belongs to, and how to take it … This information needed to be communicated immediately … At the end of the day, the responsibility on how to take your medicine ...