Designing and de-risking an inclusive drug-delivery packaging ecosystem at pace

AstraZeneca

Insights from patient research conducted by Ensera Design revealed accessibility barriers that enabled us to optimize the usability and performance of AstraZeneca’s reusable, single-use and consumable drug-delivery packaging ecosystem.

In complex drug-delivery ecosystems, less visible user needs can be overlooked, creating friction that affects safe and consistent use. This challenge reflects a wider accessibility issue: over 40% of people with a disability in the UK report difficulty accessing products and services.¹

¹ Source: The Purple Pound – Infographic, Purple (wearepurple.org.uk), https://wearepurple.org.uk/the-purple-pound-infographic/

The challenge

Our client wanted to explore how taking a more inclusive approach to packaging design could improve safe and consistent use of its dial-a-dose combination product.

With only 8 months until the design freeze deadline, we had to devise a process which would:

Consider the whole packaging ecosystem.

Understand the impact on product usage and adherence of a range of co-morbidities, each with associated physical, sensory and cognitive impairments.

Enable us to implement evidence-based improvements within a condensed time frame.

The solution

We developed a fast and iterative discovery program which deployed a number of inclusive design research techniques. We ensured this encompassed all aspects of the patient experience – from interaction with reusable, single-used and consumable components, to instructions, storage, handling and transportation.

Working in close collaboration with AstraZeneca’s packaging and manufacturing teams, our cross-functional research, design, human factors and engineering experts were able to develop a more inclusive and accessible packaging ecosystem which connected actionable patient insights with technical and commercial feasibility from the outset of the project, ensuring learnings could be taken forward at speed.

The execution

We were able to improve accessibility, reduce use-related risks and strengthen treatment adherence in the following key ways:

Mapping patients’ daily challenges

In-person research and virtual diary studies across diverse user groups revealed the reality of their lived experiences, and a number of hidden accessibility and adherence challenges:

Dexterity barriers caused by tight seals and small opening tabs.
Complex multi-step opening sequences that increased the risk of dosing errors, particularly for users with cognitive load or comorbidities.
Low-contrast, hard-to-read labels that limited dose clarity and safe usage.
Busy and varied home environments impacting consistent, accurate adherence.

Packaging design and innovation

Embedding designers directly within the research process ensured that insights were rapidly translated into accessible, functional packaging concepts. These concepts were refined through iterative formative and summative testing to strengthen confidence in the final design, which included:

Ecosystem-level design, connecting packaging, labeling, storage and instructions across all formats.
Ergonomic opening mechanics that reduce the force used when opening, enable one-handed operation and better support for users with dexterity challenges.
Clear differentiation cues, including tactile markers, color contrast and simplified iconography, helping to support clearer product identification.
High contrast, legible visual communication to improve clarity, reduce misinterpretation and support confident preparation and use.

Production development and transfer

Early and continuous collaboration with manufacturing partners ensured a smooth transition from concept to production. This allowed us to adapt design intent to existing lines while maintaining critical accessibility and usability goals.

Feasibility and risk mitigation

Physical and virtual testing within our engineering facilities in our Bristol studio supported iterative development of packaging structures and formats. Finite Element Analysis (FEA) was used to create a digital twin to model material and structural behaviour, reducing risk ahead of producing large volumes of samples, confirming the robustness of the final production-ready solution.

The impact

From concept to design freeze in just 8 months: a more inclusive and accessible packaging ecosystem that improves accessibility, reduces risk and supports stronger patient adherence.

Our research demonstrated how hidden accessibility barriers within a product’s ecosystem can disrupt treatment routines and weaken adherence. By addressing these barriers through clearer, easier-to-use packaging, we improved usability, reduced user risk and helped patients maintain more consistent treatment behaviors.

By being able to consider user, design, technical and commercial requirements concurrently from the outset of the process, our cross-functional team moved from patient research to validated solutions in just 8 months, demonstrating the possibility of moving at pace without compromising on quality or impact.

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