J&J ACUVUE
Contact Lens
CRM Platform
OVERVIEW
This is a class capstone project. We helped J&J to improve communication between ophthalmologists and sales reps, enhance feedback mechanisms, and educate customers to build trust and adapt to market and consumer needs more effectively.
TEAM
Jinhui Yu
Ryan Qi
ROLE
Brainstorming
Prototyping
User testing
Visual design
Problem
Johnson & Johnson is encountering substantial challenges in marketing and refining its ACUVUE contact lenses. The brand struggles with consumer skepticism and intense market competition, hindering its capacity to gain consumer trust. A critical issue is the inefficient communication between the company's ophthalmologists and sales representatives, leading to inadequate user feedback and assessment. How can we make communication more convenient and accessible for every stakeholder in this business?
Solution
We designed a multi-functioned platform:
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Instant Messaging
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Order Tracking
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Material Sharing
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Data Analytics
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......
How we get there ?
Meeting
& Research
Brainstorm
& Consult
Features
determined
Design & Iteration
1. Meeting & Research
At the beginning, J&J arranged a detailed meeting to sort out and refine product requirements with us. We discussed the business model, covering target users and the specific problems we hope to solve. Through the their data, we jointly analyzed and identified some potential product features.
J&J's project managers told me that what they care most about is improving the work efficiency of sales reps, such as timely communication channels between sales and customers.
After that, we got a general understanding of J&J's workflow. However, as a product that serves dual-end users, we also had to understand the work of ophthalmologists, so we went to America's Best Contacts & Eyeglasses in Albany.
Brief interviews were conducted with several ophthalmologists to learn about some of the problems they encountered when selling contact lenses.
2. Brainstorming & Consult
Based on the needs put forward by J&J and the pain points of ophthalmologists learned during the research process, we conducted ideation and kept in touch with J&J to make sure we were on the right track. During our brainstorming, we proposed four main product functional directions:
3. Product Structure
Based on the product needs and directions provided by J&J, combined with the product's usage scenarios and business needs, we determined the overall framework of the product, and continued to allocate and refine the functions of each section during the subsequent design process.
4. Design & Iteration
After the ideation, we met with J&J’s project manager and confirmed the final product plan. After that, I started Hi-Fi prototype design. Let’s take a look.
