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JOHNSON'S BABY

SUMMARY

During Summer 2021, I worked as an Insights & Experience Strategy intern at the Johnson & Johnson Design Studio, where I worked cross-functionally with the Brand Experience Design (BXD) team and Digital Experience Design (DXD) team.

For our intern project, we were asked to create an omni-channel engagement strategy that addresses ingredient transparency, sustainability, and social issues. 

 

At the end of the summer, I pitched the solution to the entire studio as well as the team at Johnson's Baby. 

THE BRIEF

Background: 

For over 100 years, Johnson’s Baby products have been leaders in the baby care category. That is,

until recently. 

 

From 2013 to 2021, J&J’s share of the baby care market continually decreased. The rise of the digital age has given new caregivers have more access to information than ever before. Our research revealed the truth that brands who provide educational resources win marketshare.

Conducting an internal site audit validated this hypothesis. In looking at the benchmarking data, we found that the most glaring weakness of ours was navigation to educational content — the very thing our competitors were good at and our consumers were looking for. 

 

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Challenge: 

With the overload of online resources available, new caregivers feel overcome with decision fatigue.

Key Insight: 

When becoming a new parent, it feels like everyone, even the internet, has an opinion on what’s best for your child. It’s hard not to feel the pressure. 

  • 32% of new parents say despite living in a world where friends and family are only a text away, it’s easy to feel isolated and lonely with a baby in their arms.

  • 51% of new parents surveyed feel intense pressure on how to raise their children, often from social media.

Target Audience: 

Beyond the already-existing pressures brought on by new parenthood, an entire demographic of parents are being ignored: parents who may not look like their children. 

 

LGBTQIA+, bi/multiracial families, adoptive families, surrogacy, legal guardianship, etc. all feel the same pressures of "perfect parenthood" with different obstacles to overcome. 

“Offhanded comments from strangers and family — like ‘She didn’t get your features’ — made me feel like I failed as a mother, though it’s not like I could control how our genes played out” 

- Chinese-Canadian Mother to a biracial daughter 

 

 

“I just want to know more and whether we’re doing something wrong. How can I be a good non-Black mom to a Black girl?” 

 

- Half Indian-Half White Foster Mother 

Opportunity

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

Solution

Omni-channel engagement strategy that puts the baby’s needs first, making the caregiver feel more confident and comfortable in their decision-making.

THE SOLUTION

Step 1: Hospital Pamphlet 

While our solution lives on web, we had to think of ways to get our target audience in the door. 

The pamphlet would be distributed in hospitals and adoption agencies to bring awareness to

Johnson's Baby's new digital offering.

JohsonsBabyPamphlet
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Step 2: Customization Quiz

After being directed to the Johnson's Baby site, the user can take the customization quiz that allows them 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.

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Step 2: Customization Quiz

After we created the content map, my teammate brought it to life. Keeping consistent with the brand's visual identity, the quiz is simple and easy to use while being beneficial to the caregiver. We asked questions such as "how did your child enter your life?" and "which image closely resembles your child's hair?" To drive home the point that this quiz put the child's needs at the forefront, and takes decision fatigue off of the caregiver.

Step 3: Personalized Subscription Box

Once the personalized care guide is complete, users have the option of signing up for a subscription service that would operate on an automated timeline based on the child's age, giving the caregiver one less thing to think about. If they choose to opt in, they would receive recycling instructions along with their products to tackle the sustainability initiative. 

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In Summary: 

 

Building trust is no small feat, especially in three key areas. To reiterate, our solution addresses: 

1. Ingredient transparency with the online customization quiz.

2. Social understanding that today's babies are being welcomed into different worlds. 

3. Johnsons's Baby's commitment to sustainability with the recycling instructions in the subscription box.

The team at Johnson's Baby was thrilled with our solution, as we were able to effectively address the entire ask in a way that felt cohesive, impactful and true to the brand.

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THE TEAM

Alison Hu

Michele Cilione

MY ROLE

Site Audit

Competitive Analysis

Market Analysis

1x1 Interviews

Desk Research

Strategic Development

Deck flow & Narrative

Live client pitch