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Breathing Life into Lumen

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“Working with the frog team to bring Lumen to life has been an exceptional experience. Their passion towards building and creating new products is unparalleled. We were continuously impressed by their thinking process, creative, consumer-centric design and team work.”


Lumen is an innovative device that measures metabolism with a single breath, helping to personalize a user’s nutrition plan based on real-time physiology and long-term health goals. frog helped the Israeli start-up bring Lumen to life, developing the product and user experience that launches as a crowdfunding campaign in July 2018.

The founders of Lumen approached frog to articulate a UX concept to support their hypothesis for a fast and accessible method for gathering real-time metabolic data. After they arrived at a component architecture, frog refined product concepts while exploring a design language and volume layouts within a series of prototypes.


From Concept to Prototype

frog developed a User-Centered Framework and Design Research “Boot Camp” curriculum to aid the Lumen team in learning to systematically evaluate product concepts directly with target users. The insights generated by user research guided their selection of a final product concept  for Lumen.


A Venture Design Approach

frog refined Lumen into a premium luxury object, designing details like lit graphics to bring the analysis process to life and a magnetic chrome cap to protect the air inlet and communicate product quality. frog’s detail engineering supported the development of working prototypes that were used to test the Lumen experience with beta users.

Luxury in the Details

At the end of the Lumen program, frog delivered an appearance model with final materials, a mechanical prototype to test the product assembly and a set of mechanical construction and design guidelines to inform the supplier on how to realize the series of working prototypes.

Vision Delivered

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Lumen asks frog to design a beta metabolism measurement device to test the user experience vision

May 2016

July 2018

Lumen will be available to ship to backers

January 2019

Lumen has received $1,768,600 in pre-orders from 7,770 people on Indiegogo.

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Connecting CO2, metabolism and wellness for elevated insights

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Insight with every breath

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To support their hypothesis for a fast and accessible method for gathering real-time metabolic data, Lumen needed an articulated UX concept as well as component architecture, refined product concepts, a cohesive design language and volume layouts. 

From concept to prototype

Challenge

frog developed a User-Centered Framework and Design Research “Bootcamp” curriculum to aid the Lumen team in learning to systematically evaluate product concepts directly with target users. The insights generated by user research guided selection of a final product concept for Lumen.  Luxury in the details frog helped refine Lumen into a premium luxury object, designing details like lit graphics to visualize the analysis process, as well as a magnetic chrome cap to protect the air inlet and communicate product quality. Detailed engineering supported the development of working prototypes that were used to test the Lumen experience with beta users.

A venture design approach

Solution

At the end of the Lumen program, frog delivered an appearance model with final materials, a mechanical prototype to test the product assembly and design guidelines to inform the supplier for production. Since the launch, frog continues to support Lumen’s evolution, leveraging Behavioral and Experience Design to maximize engagement and health outcomes.

Vision delivered

Outcomes

Project highlights

Breathing fresh air into health tech 

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frog is unmatched in the industry for our ability to bring a collage of contingent capabilities to our clients, and we’re proud to lead the way when it comes to bringing to market intelligent products and service ecosystems. 

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Peer reviewed and published

Build intelligent offerings, ecosystems and transformational solutions with frog.

Discover the New Connected World Offering

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Revolutionizing Testing at the Point-of-Need  – MeMed

Decarbonizing Trucking with Hydrogen

Forging a new path for mental health

Working together to build the future of mental healthcare

Forging a New Path for Mental Health

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Project Overview 

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COMPASS Pathways needed to articulate their vision and value creation story. With a key investor day coming up, the company needed to perfect their pitch to appeal to a more institutional investor base.

Maximizing investor appeal

frog created a compelling, compassionate narrative framing the COMPASS Pathways origin story, combining it with a clear value model that highlighted the potential of a brand-new healthcare category.

Uniting value with vision

frog delivered branded investor assets, business strategy articulation, a vision film and a documentary. The work directly impacted investor day success, with a 340% increase in investor inquiries and a 33% increase in web traffic.

A pathway to progress

Outcome

Science and storytelling

Unlocking value to end suffering at scale

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Human impact: People, not patients

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The brand, strategic articulation, manifesto, investor deck and film assets all supported the core aim: to change hearts and minds through innovative evidence-based care pathways that can and will help tackle the global mental health care crisis.

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A brand identity imbued with meaning

Rebranding Reusability- Dispatch goods

Designing the Next Era of Telehealth - HealthHero

Launching a Solution to the Information Crisis with Applied XL

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Applied XL have created a platform that combines the power of human perspectives and artificial intelligence. The Applied XL and frog teams worked together to define a product vision and design a scalable minimum viable product (MVP) for the company’s beta launch.

Using proprietary machine learning and editorially driven algorithms, Brooklyn-based machine learning startup <a href="https://www.appliedxl.com/" target="_blank" rel="noopener">Applied XL</a> can sort through millions of data events in real-time to identify the most relevant information, helping to solve data’s “needle in a haystack” issue. The system is able to deliver early, contextual and newsworthy signals to the people that need it—before it becomes a headline.
Applied XL&#8217;s event detection systems sort through millions of data points in real time to identify the most noteworthy shifts in industry-specific data. These are then surfaced to professionals working within the sector—sparing them the task of trawling through irrelevant information.
The startup was founded by computational journalists (formerly of The Wall Street Journal) at <a href="https://newlab.com/" target="_blank" rel="noopener">Newlab,</a> a community of entrepreneurs and innovators applying transformative technology to solve some of the world’s biggest challenges.
Applied XL joined the frogVentures portfolio through a pre-seed stage investment from frog partner Tuesday Capital.  As part of the collaboration, the team sharpened their understanding of the initial target audience, then designed the core experience for desktop and mobile devices. frog operated as an extension of Applied XL’s team, seamlessly integrating into their workflow and resulting in a successful and accelerated launch.

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“It’s more difficult to filter out irrelevant information than to create it. This means decision-makers are often challenged to find the signal amid the noise in the data critical to their businesses. The knowledge and technology we need to address this challenge are already available. frog helped us bring these together into a coherent product that aims to define ‘ground truth’ across a variety of industries.”  

Aiming high
Applied XL was built in response to what its founders describe as an “information crisis” triggered by difficulty in distinguishing between relevant and irrelevant data. Ultimately, their mission is to anticipate disruptions to the health of people, places and the planet so that these can be more readily addressed or even avoided altogether. 
“It’s more difficult to filter out irrelevant information than to create it,” notes Francesco Marconi, co-founder and CEO of Applied XL. “This means decision-makers are often challenged to find the signal amid the noise in the data critical to their businesses. 
“The knowledge and technology we need to address this challenge are already available. frog helped us bring these together into a coherent product that aims to define ‘ground truth’ across a variety of industries.” 
The partners identified the life sciences space—specifically, the clinical trials and drug development sector—as an ideal industry to launch into first. frog was brought on to turn the company’s vision into an intuitive MVP and successful product launch. 
Defining the value proposition
Through generative and evaluative qualitative user research, the team developed a target customer archetype and clear value proposition that convey both functional and emotional value to prospective users, including biotech and pharma operators. 
Streamlining visual identity
Applied XL needed an initial visual identity that would enable them to launch quickly and test assumptions in the market. The frog team established a Starter UI Kit with light branding elements to leverage in building out their growing product suite.

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Establishing information architecture
With an ever-growing feature list, Applied XL sought a strategic approach that would invite their users to explore their product capabilities. The frog team worked with Applied XL to define the key content types and architecture required for the product—and in the process outlined the overall user experience. 
Designing hero flows
With a short timeline, the frog team tackled the design of the highest impact and most complex screens while collaborating with Applied XL’s data &amp; engineering team to orchestrate the product as a whole. The result is an intuitive, robust user experience that Applied XL can scale to other verticals and industries.

Applied XL partnered with leading health and biotech news publisher STAT News to jointly launch its first vertical in life sciences. Within the first month of the product being live, Applied XL converted its first paying customers with an annual subscription of $1,500. 

Applied XL subsequently raised a $3.5 million seed round led by Hearst Ventures in March 2022.

Applied XL’s co-founder and CEO had previously engaged with frog when he was AI & Automation co-lead at Associated Press on a project exploring the future of news. 

Applied XL recently launched their new platform identifying important signals in clinical trials data. Now, their new intuitive experience is available for life sciences professionals via STAT Trials Pulse, with leading health and medicine publisher STAT. As part of the frogVentures portfolio, frog will continue to help Applied XL develop and scale their product into new markets. 

Grounding the Made of Air Brand

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“Working together, we were able to create a foundation for growth that is both true to our company and our mission as founders, and forward-looking enough to continue to scale with us in the years ahead.”   

Made of Air, a Berlin-based startup, has developed a revolutionary new carbon-negative thermoplastic. The material is produced using wood waste from forests and farms, in a process that stores more carbon than it emits. With their cutting-edge sustainable materials and a bold mission to disrupt resource-intensive, carbon-polluting business-as-usual, Made of Air is transforming products in the worlds of mobility, consumer goods and the built environment. In preparation for their next stages of growth, the venture came to frog for help launching a comprehensive new brand strategy and identity.
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The frog team of venture design leads, strategists, visual and industrial designers, and a program manager worked closely with Made of Air to reflect the venture’s business objectives at each phase of research and design. Working in continuous collaboration with the founders, the team began by laying a strategic foundation anchored in key customer, ecosystem and value chain insights. Building on top of this structured brand framework, the team created a new visual identity and designed a complete system for expression across all verbal, visual and material embodiments of the brand. The result is a clear, consistent, recognizable brand identity and company positioning enabling Made of Air to accrue value and capture the attention of purpose-driven lead investors, mindful partners and top, diverse talent.

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Setting the Foundations
The first phase of the frog + Made of Air collaboration involved setting strong, differentiated foundations for the Made of Air brand—from defining a core purpose, to solidifying a go-to-market strategy and aligning on a partnership vision. As Made of Air offers a revolutionary new material requiring clear explanation, it was also mission-critical to establish a precise-yet- accessible vocabulary and communication style for the brand and its offering.
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Visualizing Climate Action
Inspired by the possibility of Made of Air’s signature carbon-negative thermoplastic, the frog team created rich imagery of the distinctive black material in various applications, from home furniture to architectural facades. These assets have become an arresting addition to Made of Air marketing and sales materials.
Over the course of the program, the team also worked together to tell the story of the brand through a radically new mark. The mark began with the six carbon ring of benzene, depicted by the hexagon. This shape was chosen and modified to evoke the carbon cycle—the process of carbon moving through our air, plants, oceans, animals, soil and back again. The broken hexagon of the mark reflects Made of Air’s commitment to helping reverse climate change by capturing carbon from this natural cycle and sequestering it permanently.

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Driving Business Outcomes
Despite working remotely from homes and studios across Europe, the frog and Made of Air team maintained constant alignment on the program’s goals. The frog team helped Made of Air to distill its purpose to a single statement: ‘We are in business to reverse climate change.’ The new brand solidifies Made of Air’s position as an ambitious venture built on sustainable purpose, willing to challenge conventional thinking on environmental and climate action. At a crucial stage of growth, the new brand story rallies the team and their partners–and advances their multi-bottom line agenda. Reflecting on the collaboration, Neema Shams, Made of Air’s Chief Commercial Officer says, “Reexamining all that we did, it’s pretty mind blowing. We’ve already gotten a speechless reaction from a few of our board members.”

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<h3>Listen to the frog + Made of Air podcast episode</h3>
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Following just 10 weeks of engagement, the Made of Air Brand re-launched in October 2021 with a complete brand strategy and brand playbook, sales pitch materials, a new verbal and visual identity, a completely redesigned website and a new brand mark that better connects to the company’s vision of breaking the carbon cycle. As part of the frog ventures portfolio, frog and Made of Air are well positioned to disrupt traditional business models and motivations and make a mark on the planet through sustainable innovation and regenerative design.  

Investing in the Future of Design Collaboration

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"We see Campfire as an essential tool for design collaboration in a remote world. Their technology solves a core need for designers and engineers, and our partnership with Campfire's founding team has allowed us to collectively bring their product vision to life." 


frog chose to invest in Campfire to bring definition to the collaborative design of physical objects and spaces in an increasingly virtual world.

The Campfire team has a vision—to use augmented reality to help designers and engineers collaborate in three dimensions like never before—and the cutting edge technology to bring that vision into reality. Unlike their competitors focused on entertainment or solitary activities like gaming or workplace training, Campfire saw an increasingly virtual workforce that lacked productivity tools to collaborate on the design of physical products and spaces. In order to gain early converts, raise additional capital, and compete with established names in the VR/AR market, Campfire asked frog to take their technology and bring it to life with a brand that captures the value and potential of 3D remote collaboration.
The concept of the “familiar future” quickly emerged as a clear and compelling theme to unify Campfire’s brand strategy. Whereas other mixed reality companies communicate potential futuristic experiences, Campfire aims to reinvent the familiar—sitting around a table with colleagues to talk, think, observe, and create together. Campfire allows collaborators not only to see and manipulate a 3D product simultaneously, but to see and speak to one another in the virtual collaboration space.

At the heart of this experience is the Campfire hardware, all designed by frog: the headset, a console that “projects” the holographic scenes, and a pack that turns the user’s smartphone into a tool for interacting with 3D models. The headset has the largest field of view of any commercially available AR or VR product, enabling users see more and work with bigger virtual objects. The console was designed for quick and elegant out-of-the-box assembly, flat packed with magnetic attachment points. frog also designed the pack for easy compatibility with any smartphone. frog’s industrial design team leaned into the controls of these products as a user experience differentiator by highlighting the knobs, wires, and touch points in the final design.

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