The biotechnology company Miltenyi Biotec is a leading provider of sample preparation, magnetic cell separation and cell analysis products. The instruments are used for cellular biology, immunology and clinical tasks.
The work was focused on the development of a product extension strategy, which can be applied to Miltenyi Biotec’s next generation of gentleMACS instruments. Additional product and service concepts were created, supporting the development of the new instrument and extending its ecosystem.
Development of a strategy
The project started out with an extensive research, both company internal and external, in order to get an overview of the product portfolio, user and market. By utilizing the gained knowledge, a strategy for product extension and development was created. The strategy was used to incorporate new features into an existing product line and to plan the next generation. The goal was to identify, among others, unique selling points and new business models.
First the customer journey was mapped out in order to identify potentials for the new strategy, product functions and accessories. Then a business model canvas was created in order to understand the value chain. After close investigation of all the known factors, the newly found strategy has been adopted to create a modular product system.
In addition to redesigning the hardware, the device’s interface also received a new user experience concept.
A number of additional concepts resulted from the project, involving lab equipment, device accessories, packaging and marketing material, as well as Miltenyi Connect – a digital application for managing and programing lab devices and ordering new supplies.