Johnson & Johnson
From Insights & Research to Animation & Storytelling
For the summer of 2020, I virtually joined the Insights & Experience Strategy team at the Johnson & Johnson Design Studio for 10 weeks. As an intern I supported a cross-disciplinary team with the development of a global strategy playbook for patient activation while also collaborating on an intern project.
Please note: All materials and details associated with this internship have been Reviewed for compliance with NDAs.
Breathe In, Speak Out Campaign
Benchmarked externally and internally - interviewing 9 regional product directors and global marketing leaders across therapeutic areas at Janssen
Created campaign naming conventions
Iterated brand wordmarks, patterns, and illustration styles
Streamlined patient research
Defined design and experience principles
Developed prototypes for user testing
The campaign launched in August 2021, exceeded initial projections of 4.4K-9.2K clicks to the BISO opt-in page, and is considered “a huge success” by our client
Intern Project | Zyrtec x Headspace
overview
A brand partnership between Zyrtec and Headspace, a meditation app, that seeks to empower Gen Z allergy sufferers to take the first steps in their allergy treatment journey by learning about them in a way that is simple, trustworthy, and accessible.
Duration
9 Weeks
Team Members
Darice Lee (PXD Intern) and Katie Shia (BXD Intern)
Key Skills
User Research, Synthesis, Benchmarking, Storyboarding, User testing, Storytelling, Animation
Clickable prototype by Katie SHIA | VIDEO audio courtesy of zapsplat.org and freesound.org
Goals
At the start of the internship we were presented with 2 questions:
How might we deliver value to consumers to increase their trust and create advocates for our brands?
How might we help Zyrtec users understand how and when to use their allergy medicine?
As members of Gen Z, we were interested in exploring how these questions applied to Gen Z allergy sufferers’ approach to health might shape the answers to these questions.
Result
By incorporating Headspace’s brand language and Zyrtec’s color palette and shape language, we envisioned a partnership that resonated with both customers and members of the J&J Design team. Following our initial presentation, we were invited to present externally to Zyrtec’s marketing and media teams for approval prior to implementation. Partners viewed this consumer-centric solution as a way to establish relationships and trust with customers while also building an innovation pipeline for further development.
Approach
As a team, we collaborated on user research, synthesis, secondary research, and user testing.
Darice developed a screen flow for prototype testing, created personas, and developed short animations for our final prototype and Katie designed wireframes, the interface, and the final clickable prototypes.
My primary responsibilities included developing interview protocol and stimuli, classifying archetypes, defining user ecosystem, identifying a multi-platform strategy for user onboarding, brand partnership statement, storyboarding, and the flagship animation which captured the allergy-mindfulness connection and could be used to highlight the partnership across platforms.
