Johnson & Johnson Medical Devices Co.

B2B Marketing & eCommerce Platform

Project Overview

My team led a 1-year engagement to transform 278 regional brand websites into a single B2B marketing and shopping platform for all JJMDC medical devices and services. The experience needed to comply with the laws and regulations of the local markets in their respective languages through a signle CMS.

We applied J&J's new brand expression while it wasbeing developed and launched without disrupting any business.

Project Problem Statement

How might we help healthcare professionals understand our the breadth and benefits of our medical devices products, and clean up a fragmented and incomplete digital ecosystem?

My role

Lead concept development
Define Experience Strategy
Design User Experience
Design Oversight (Creative Direction, Content Strategy, UX & UI, Brand Application)
CMS Evaluation
Research Synthesis, Insight Generation, Design-Thinking Workshop Facilitation
Project Planning, Scoping, Team Building & Management
Feature Identification & Prioritization
Technology Partnership
Stakeholder Management

Tools & Methods

Research: Interviews (UserZoom & In-Person), Analytics (GA), Design ThinkingDesign: Figma, Adobe CS, MS Office, Keynote

Deliverables

Experience Strategy
Design Concepts & Wireframes
Journey Maps
User Flows
Heuristic & Landscape Evaluations
Content Strategy
- Taxonomy
- Copy Deck x 17 languages
CMS
- Evaluation & Recommendation
- User Experience
- Training Documentation
Clickable Prototype
Executive Presentations (PPT)

Team

Senior Manager, Digital Experience Design (Me)
Systems Design Manager
Sr. Visual Designer
Sr. Visual Designer
Sr. Visual Designer
UI Animator
Front-End Prototyper
Sr. Content Strategist
Content Strategist
Technical Writer
Business Analyst
Agile Development Team of 12
Product Manager

About the business

Industry: HealthcareMarket: United States & CanadaSize: ~180,000 employeesHQ: New Brunswick, NJSpecialties: Consumer packaged goods / OTC Drugs

What we did

First we needed to get a grasp on the ecosystem; the available content was particularly dense and unorganized. We worked with the content owners to audit everything and put together a new taxonomy to understand what we had. Next we worked with medical device experts to understand what healthcare professionals want to accomplish when coming to a site like this.

We conducted research with users, sales representatives, and subject-matter experts in order to understand if there was a delta between the business and user goals…

we developed personas to communicated the user needs internally to stakeholders…

and established the optimal end-to-end customer experience to make sure we cover the business' needs.

We audited the content and developed a new taxonomy…

we established a new site structure…

and plotted our content types and categories against them..

In parallel to all of this structural work we collaborated with the Brand Experience Design team to make decisions on how the new J&J brand would be expressed on a website.

Our process was to take what we could from the work that was finished, apply the work to our prototype, and then send the style guide that developed from that back to the BED team for further refinement and to let any changes we make influence the rest of the brand expression.

We then developed a modular / atomic system, refined the work to pass usability testing, and created guidelines for technology implementation, all on a sprint schedule that we defined for the product team.