During my summer internship at Johnson & Johnson, I collaborated in a project with two others interns to tackle the design challenge of transparency for Johnson & Johnson consumers.
For the project, I was assigned to the Johnson's Baby team to design an omni-channel, digital engagement strategy focused on ingredients, sustainability, and social transparency.
With increasing engagement to online platforms, young consumers are becoming increasingly skeptical of ingredients, sustainability, and social initiatives.
To dive deeper into the problem space, my team and I first created a brainstorming board on Mural to share initial thoughts and considerations.
We first started building on initial research that studies Johnson's Baby trends over the past few years. While I cannot disclose the reports on Johnson's Baby research, we identified a recurring pain point that resulted from a lack of equitable and accessible information regarding ingredients and general baby care.
Based on our insights, our team moved towards a heavier focus on targeting social transparency for younger consumers. With an increasingly diverse base of consumers, we worked to analyze ways we could better meet consumers' changing needs.
On top of social media creating deeper pressure for parents, the image of a "stereotypical family" does not reflect the complexity of Johnson's Baby's consumers: the rise of LGBTQIA+, bi/multiracial families, adoptive families, surrogacy, legal guardianship, etc. all feel the same pressures of "perfect parenthood" with different obstacles to overcome.
Johnson’s Baby has an opportunity to alleviate the stress from new caregivers who may feel paralyzed by the pressure to get everything right—regardless of the family dynamic.
In designing a digital engagement strategy that better serves the changing demographics of Johnson's Baby's consumers, we aimed to re-establish trust in the company's social commitment to its users. Moving forward, we wanted to ensure our strategy would also target the ingredients and sustainability initiatives.
Engagement Strategy Overview
The first part of our engagement strategy was focused on directing the consumers to the web platform. While this touchpoint was not a part of our digital system, it was important for us to consider the initial contact point for users.
The pamphlet would be open for availability in hospitals and adoption agencies to heighten awareness of the Johnson's Baby site, where caretakers can create a baby care guide customized uniquely for their kid.
After being directed to the Johnson's Baby site, the user can take the customization quiz that allows caretakers to curate their guide based on their baby's needs.
The customization quiz takes the user through a series of questions that serves to enhance ingredient transparency and adjust to the baby's characteristics and lifestyles. First, we mapped out the general content flow of the quiz to ensure we were targeting the right initiatives.
I sketched out some very basic ideas for the customization quiz as our main priority the UI was for it to be simple, playful, and easily navigable.
With goals of broadening Johnson's Baby's design audience, we focused on having wireframes that are the easiest to engage with.
Using the existing visual brand of Johnson's Baby illustrations, I explored a few different options for how the UI of the quiz screen could look like on the website. Because the focus of our project was to lower the stress of finding the right care for the caretaker's baby, we wanted to make our quiz as simple as possible.
Building Out the Strategy
After accessing the online care guide, users have the option to download Baby Box products. For the subscription box, we wanted to target the sustainability initiative as much as possible by educating the users on how to properly dispose of the bottles.
While many of Johnson's Baby's products are recyclable, the disposal procedure often prevents users from recycling the bottles.
In each of the personalized Baby Boxes, the online care guide would be included along with some of Johnson's Baby's most recommended products suited specifically for the user's baby. The subscription box service would update each month based on the baby's changing needs, matching the pacing and development of the caretaker and baby's lifestyles.
Working on this project heavily shaped my ability to translate research and insights into a built out strategy. This project encouraged me to work beyond designing for one person or one product. Factoring in wide variety of lifestyles felt impossible at first — how could we design for such a wide consumer base? Ultimately, this dilemma became the base of our strategy.
Our customization quiz targeted social transparency by asking, rather than telling users their needs. The supporting touch points for our strategy were centered around understanding user's lifestyles. Instead of attempting to provide a solution for every user's problem, we shifted our strategy to providing accessibility for a more diverse consumer-base.