MEDICAL DEVICES
JOHNSON & JOHNSON
— Product Design + Interaction Design + User Research —
Johnson & Johnson
Johnson & Johnson (JNJ) is strategically navigating the dynamic healthcare industry landscape by adapting to fundamental shifts in reimbursement, consumer behavior, and healthcare delivery models. With a rich history of adaptation over its 131-year existence, JNJ acknowledges the need to evolve its business model to stay relevant. In 2016, the company underwent a significant restructuring effort within its Medical Devices business, centralizing operations and emphasizing bundled offerings for customers. Despite challenges such as flat sales and currency fluctuations, JNJ remains committed to accelerating growth in the Medical Devices segment through innovation, portfolio management, and the adoption of new business models.
CEO Alex Gorsky underscores JNJ’s focus on innovation and the development of novel commercial models tailored to meet the evolving needs of the healthcare system. The company’s structure enables it to drive innovation and capitalize on growth opportunities wherever they arise. While facing hurdles like weak product demand and volatile exchange rates, JNJ aims to revitalize its Medical Devices business by leveraging its breadth and depth of expertise. Through these strategic priorities, JNJ aims to not only create innovative products but also reimagine how these products are brought to market and utilized within the healthcare ecosystem, ensuring continued relevance and growth in an ever-changing industry.
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STARTING POINT
Our mission, from the onset of this project, was to streamline and consolidate J&J’s 250 websites spanning 6 medical device companies into a cohesive platform reflective of the new J&J brand. The culmination was the J&J MDC (Medical Device Center), a dynamic design framework fostering a unified user experience across the companies. We encountered a multifaceted landscape inundated with a plethora of information, presenting itself in a convoluted and disorganized manner. Recognizing the paramount importance of clarity and coherence, we embarked on an intensive collaborative effort with content stakeholders. Together, we embarked on a meticulous journey to dissect and scrutinize the existing content, seeking to distill its essence and reassemble it into a coherent structure.
Through rigorous audits and exhaustive consultations, we endeavored to untangle the intricacies of the content ecosystem. This involved not only categorizing and organizing the materials but also discerning the underlying narratives and user journeys. Our objective was not merely to catalog information but to cultivate a narrative thread that would guide users seamlessly through the wealth of resources available.
In parallel, we recognized the necessity of delving into the minds of our target audience: the healthcare professionals navigating our platform. To accomplish this, we engaged in substantive discussions and knowledge-sharing sessions with experts in the field of medical devices. These interactions provided invaluable insights into the nuanced needs, preferences, and pain points of our end users.
By immersing ourselves in the world of healthcare professionals and assimilating their perspectives, we gained a profound understanding of their objectives and aspirations when interacting with platforms like ours. This holistic approach empowered us to tailor our design strategies to address their specific needs effectively.
Through this collaborative and iterative process, we not only refined the structure and content of our platform but also cultivated a user-centric ethos that permeated every aspect of our design philosophy. The result was a meticulously crafted experience that resonated with our audience, facilitating seamless navigation and meaningful engagement.
Amidst a rapidly evolving landscape, our team leveraged their network within science and technology to blend their expertise in surgery, orthopedics, and interventional solutions with innovative concepts from external sources. This collaboration facilitated the creation of physician and patient-centric products and solutions across the website. With its extensive reach, scale, and expertise, our team envisioned a reimagined healthcare delivery system, aimed at promoting longer, healthier lives.
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MY CONTRIBUTIONS
- Project Planning
- Strategy
- User Research
- Personal Development
- Product Design
- Interaction Design
- Art Direction
- Branding
- Wireframes
- Mockups
01. Personas, User Flows & Wireframes
PROBLEM + SOLUTION
We conducted comprehensive research involving users, sales representatives, and subject-matter experts to evaluate potential disparities between the business objectives and the goals of the end-users.
Initially, our focus was on understanding the ecosystem, which featured dense and disorganized content. Collaborating with content owners, we conducted audits and developed a new taxonomy to gain clarity on the existing content landscape.
Subsequently, we collaborated with medical device experts to grasp the objectives healthcare professionals aim to achieve when visiting a site of this nature.
We meticulously developed personas as representative profiles of our target users, encapsulating their key characteristics, behaviors, goals, and pain points. These personas served as vivid, relatable representations of our diverse user base, allowing stakeholders to empathize with and understand the needs, preferences, and challenges of our users.
By embodying these personas, stakeholders could more easily grasp the intricacies of user requirements, facilitating more informed decision-making throughout the design and development process. Additionally, personas helped align internal teams around a common understanding of user needs, fostering collaboration and ensuring that design solutions were tailored to effectively address the needs of our target audience.
Furthermore, personas provided a valuable reference point for ongoing discussions and decision-making, enabling stakeholders to continually prioritize features, enhancements, and initiatives that would have the greatest impact on user satisfaction and engagement.
Overall, the use of personas played a pivotal role in bridging the gap between internal stakeholders and the user base, ensuring that our solutions were grounded in user-centric insights and ultimately driving the success of our project.
We conducted a comprehensive audit of the existing content, meticulously assessing its quantity, quality, and organization. Subsequently, we embarked on developing a new taxonomy, which involved categorizing and labeling content in a logical and intuitive manner to improve navigation and discoverability.
With the new taxonomy in place, we established a fresh site structure, outlining the hierarchy and relationships between different sections and pages. This structure was meticulously designed to streamline user navigation and ensure that content was easily accessible and logically organized.
Furthermore, we mapped out our various content types and categories within this new site structure, ensuring that each piece of content found its rightful place. This mapping exercise helped us identify any gaps or redundancies in our content strategy and allowed us to optimize the user experience by aligning content more closely with user needs and preferences.
By undertaking these steps, we laid a solid foundation for our content management efforts, facilitating efficient content creation, organization, and maintenance while enhancing the overall usability and effectiveness of the website.
02. Designs
