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One step ahead of the city that never sleeps 

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frog New York is located in the heart of Union Square. When a design challenge has our team of designers, strategists and technologists stumped, we find inspiration in the vibrant and constantly changing cityscape.

Welcome to New York

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From the studio

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Can a Company Innovate Forever? 

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DesignOps—It's in our DNA

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From ‘Change Management’ to ‘Change Engagement’

Personal protective equipment (PPE) engineered to ​​kill pathogens

Pioneering UV-C EnhancedRespiratory Protection

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Integrating health and harmony

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XCMR presented frog with powerful UV-C technology for pathogen inactivation. The challenge was to make it easily usable and fit modern expectations of technology in stressful, highly contaminated environments.  

Challenge

Innovating UV-C Solutions

The modular system features a transparent facial mask that enables clearer communication, interchangeable UV-C reactor pods that target specific pathogens and a hot-swappable battery that enables uninterrupted wear.

Solution

Optimizing pathogen defense

frog and XCMR developed an innovative new class of UV-C enabled respiratory protection devices that readily inactivates​ pathogens, enabling ​​​individuals​​​ to work​ safely​ in high-risk bioaerosol environments.

Outcomes

A modular approach

Project highlights

Humanizing respiratory protection

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<a href="https://www.frog.co/contact" target="_blank">Get in touch</a> with frog to start shaping the next generation of experiences for people and planet.

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Designing for health and safety

Revolutionizing Testing at the Point-of-Need  – MeMed

Breathing Life into Lumen

Translating breakthrough science for personalized care

Unleashing CRISPRfor the Greater Good

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From discoveries to patients

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Mammoth sought to create CRISPR-powered diagnostic devices with the versatility to detect multiple pathogens at once, while remaining low-cost, simple and portable for use in homes and at the Point-of-Care (POC).  This meant translating foundational scientific discoveries into a wide range of beautifully crafted, trusted and accessible products with unique solutions for integrating technical elements.

Translating innovation 

frog helped Mammoth conduct multiple rounds of user research to discover patient and practitioner needs. Prototype devices were built around how real people use diagnostics and POC workflows. This data informed everything from devices’ workflows, physical and digital features, engineering architecture, to formal expression of brand identity.

Prototyping user research

By setting a clear direction for teams to follow, frog helped enable Mammoth’s vision to democratize lab-quality diagnostics. Together, we defined a set of north star products and brand strategy in the healthcare space, making its  ambition clear for both the product teams and potential partners. 

A path to products

From lab to lap

How two compact CRISPR-tech devices can unlock  personalized care across the testing spectrum 

Two progressive prototypes

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To learn more about Mammoth's innovations, visit <a href="https://mammoth.bio" target="_blank">mammoth.bio</a>.

Inspiring, progressive biotech

Bringing Innovative Med-Tech to Market with Ambu

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. 

Resetting Company Strategy for a Disrupted Market 

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“This great work, and the speed at which it was delivered, made it possible for us to commercialize this brand with Amazon in the very demanding timeline they requested.”

In 2017 Innocor was purchased by a large private equity buyer that wanted to reset the company’s strategy. As a large manufacturer and supplier of memory foam products with a limited retail presence, Innocor needed to define its role in a mattress market that was being disrupted by direct-to-consumer (D2C) players.
Over the course of the following year, Innocor engaged us in a partnership across several projects including innovation strategy, product category creation, sales and partnership development, new product development, in-store sales solutions and brand creation, positioning, identity and web presence.
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<h2>The Critical Question</h2>
Innocor’s retail division, Innocor Comfort, focused primarily on mattresses-in-boxes (MiBs) and mattress toppers. Through a rigorous research and discovery program, it became clear that we needed to go beyond identifying discrete innovation opportunities in these two areas. In order to realize its growth goals, Innocor needed a holistic vision that could drive toward short-term wins within the context of a long-term strategic plan.
After synthesizing our research about consumers’ sleep habits and preferences with our assessments of Innocor’s key strengths and market challenges, we identified the fundamental questions at the heart of the strategic pivot: What kind of business does Innocor want to be in the years ahead? What’s the destination?
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<h2>Defining the Strategic Vision</h2>
Several key insights from our research helped shape the overarching goals of Innocor’s strategy reset and informed critical decisions about its brand, market positioning and product priorities.
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<h3>The Brand Gap</h3>
Initially, Innocor’s lack of a dominant flagship brand seemed like a vulnerability in an increasingly competitive market—but it also left the door open for Innocor to more easily access other brands through strategic partnerships.
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<h3>Channel Constraint</h3>
Innocor’s long-standing relationship with its top retailer made proactive experimentation and innovation more challenging, but made the cultivation of stronger unassisted sale strategies more appealing.
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<h3>Little Fish, Big Fish</h3>
Innocor&#8217;s offerings portfolio made it a small player in the MiB market and a large, influential player in the mattress topper segment, leading to the strategic decision to focus on winning in the mattress topper space.
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<h3>Channel Collision</h3>
With the rise of D2C mattress brands, both Innocor’s traditional sales channels and consumers’ expectations changed fundamentally. Rather than competing with D2C entrants on their terms, our insights guided Innocor toward winning D2C value through value-added service and partnerships while cultivating new channels over time.
Together, these strategic insights and consequent business and brand decisions allowed Innocor to define its long-term strategic vision: To become the most progressive, multi-tiered private label partner in the sleep business.
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<h2>A New Category of Mattress Toppers</h2>
Innocor already had a strong presence in the mattress topper category, but our exploration of the sleep space uncovered tremendous consumer confusion around mattress toppers—What are they? What do they do for me? How do I use them? Do they replace my existing mattress? 
This confusion, combined with a fragmented marketplace full of ambiguous claims, revealed an opportunity for Innocor to more clearly define the category, setting them apart from competitors, establishing their category leadership and driving new demand. This redefinition led to a refined category architecture and a portfolio of differentiated mattress topper concepts that targeted specific consumer needs and priorities.
Within months, Innocor had launched two of our proposed concepts—the You &amp; Me personalized mattress topper and a dedicated back support topper—through their retail partnerships with Serta and Kohl’s. We also created a new retail shelf space architecture to help Innocor’s retail partners educate consumers about the new category ecosystem and sell these products most effectively.
In addition to these launched products, we created, named and tested numerous additional product concepts to provide a robust innovation pipeline for the company moving forward. Beyond physical products, we also designed a digital product to provide customization to customers in a way that navigates the SKU constraints of mass channels.
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<h2>Win Alongside the D2C Winners</h2>
With D2C players emerging as the winners in the sleep space, we needed to reimagine how Innocor was going to play. Instead of competing with these brands head-on, we advised Innocor to achieve long-term growth by “winning with the winners” in the burgeoning D2C mattress space. To do that, we needed to understand the underlying challenges these businesses were facing and provide a compelling case for partnering with Innocor to overcome them.
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<h3>Defining the Value Proposition</h3>
Innocor’s industry experience and expertise created an opportunity to add value to D2C brands through strategic partnerships. Through such relationships, Innocor could provide D2C startups with strategic leadership, consumer insights, technologies and product development to help them grow or expand into new markets. The key insight was that Innocor could expand beyond just making products, becoming a growth and innovation solution provider to its own strategic partners.
Based on this value proposition, we designed and developed print, digital and video assets to help Innocor improve their outreach and messaging with big-name D2C sleep startups.
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<h3>Driving Omnichannel MiB Sales</h3>
Innocor invented MiBs and led the category in multiple key channels. In order to defend and grow its position in this segment of its business, however, it needed to strengthen its brick-and-mortar retail experience and MiB product offerings. The primary barriers to MiB purchases included product ambiguity, the lack of “trial-in-the-aisle&#8221; opportunities and the impression of MiBs being low quality.
To overcome these barriers, we focused on elevating Innocor’s MiB presentation and in-store experience to improve consumer understanding and create more impactful first impressions. We designed new physical displays and in-store materials to increase visibility and consumer awareness about the MiB category, driving new sales. Additionally, we created new MiB product packaging featuring informative touch-and-learn displays that allow consumers to see and feel the inside of an Innocor MiB before making a purchase, further strengthening understanding and awareness of product’s benefits and quality.
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<h3>Private Label Partners with Amazon</h3>
Our strategy, category creation and retail programs for Innocor culminated in the creation of two new, private label brands. We defined the brand positioning, guidelines and visual identities for each brand, along with unique consumer targets and value propositions tailored to specific retailers.
The strength of our work attracted Amazon to partner with one of these brands, <a href="https://www.amazon.com/stores/Revel/Revel/page/60BAADE7-FEE0-4CE9-9487-403F08DD77D0">Revel</a>, in early 2018, bringing the online retail giant into the D2C mattress and bedding space. To support the launch of this partnership, we helped bring Revel to life with a complete brand identity including brand assets and guidelines, product and packaging design and original photography. Revel’s complete line of mattresses, mattress toppers and pillows continues to sell successfully on Amazon.

Our innovation strategy positioned Innocor for rapid growth, leading to a merger with one of its primary competitors, FXI, in early 2020. Together, Innocor and FXI created one of the largest, most innovative foam solutions providers on the market, with a strong and growing presence in sleep health. 

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