JOHNSON & JOHNSON DESIGN INTERNSHIP

TIME
Summer 2021 — 9 weeks

During Summer 2021, I worked as a Communication Design intern at the Johnson & Johnson Design Studio based in NYC.

I collaborated cross-functionally among the Brand Experience Design (BXD) team and Digital Experience Design (DXD) team with a heavy focus on both qualitative and quantitative user research.

SKILLS
Graphic Design
UI Design
UX Research

While working at J&J Design, I developed two proprietary internal-facing websites with a heavy focus on both qualitative and quantitative user research.

While I cannot publicly disclose my process work for these sites, I also tackled a design challenge on a team of interns focused on ingredient, environments, and social transparency.

JOHNSON'S BABY PROJECT

TEAM
Michele Cilione
Ryan Waltz

For this 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.

I worked closely with two others interns to tackle the design challenge of transparency for Johnson & Johnson consumers.

SKILLS
Adobe XD
Photoshop
Procreate

PROBLEM SPACE

With increasing engagement to online platforms, young consumers are becoming increasingly skeptical of ingredients, sustainability, and social initiatives from Johnson & Johnson.

To dive deeper into the problem space, my team and I first created a brainstorming board on Mural to share initial thoughts and considerations.

EVOLVING CONSUMER BASE

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, etc. increase pressures of "perfect parenthood."

DIGITAL ENGAGEMENT STRATEGY


Johnson’s Baby has an opportunity to alleviate the stress from new caregivers who feel paralyzed by the pressure to get everything right—regardless of the family dynamic.

HOSPITAL PAMPHLETS


The first part of our engagement strategy was focused on directing the consumers to the web platform. 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.

CUSTOMIZATION QUIZ

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 quiz takes the user through a series of questions that serves to enhance ingredient transparency and adjust to the baby's characteristics and lifestyle. First, we mapped out the general content flow.

WIREFRAMING & DESIGNING THE FLOW
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.

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.

SUBSCRIPTION-BASED SERVICE


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.

PROJECT REFLECTION


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.