Johnson & Johnson
Improving the retail partner experience with a new Digital Sales Platform
Overview
LION+MASON were tasked to rethink how Johnson & Johnson could engage with their global independent retail audience to improve service levels, drive operational efficiency, and increase direct sales.
Previous “marketplace for pharmacists” had failed badly after launch with a multi-million sterling investment about to be shelved. A platform redesign was considered the last roll of the dice in order to make the project work.
Client
Johnson & Johnson
Industry
Pharmaceuticals
Length
7 Months
Activities
- Visited 6 territories across Europe
- Visited a variety of independent stores
- Held one-to-one interviews with owners and staff
- Conducted ride-alongs with J&J account directors
- Validated findings with further video calls with wider markets
If it’s not being used, it’s not useful
Before we could understand how improvements could be made, it was critical to understand why Pharmacists did not want to engage with the current platform. As such, we began by challenging the business idea of a ‘re-design’, proposing that ‘If it is not being used, it is not useful’.
We conducted a series of comprehensive stakeholder workshops that included representatives from the varying territories across Europe. This allowed us to get a thorough and broad understanding of the business objectives, assumptions about their audience, and determine where the gaps in understanding lay.
From here we developed a research plan that would provide the necessary insight to provide real value to their target audience.
Pan-european, in-field research
We conducted pan-european, in-field research to understand real world challenges and validate current assumptions.
- Visited 6 territories across Europe
- Visited a variety of independent stores
- Held one-to-one interviews with owners and staff
- Conducted ride-alongs with J&J account directors
- Validated findings with further video calls with wider markets
Designing For Real-World Challenges
Based on the insight, we designed a new product experience that would tackle real-world end-user challenges. Using the insight gathered as the foundation of our strategy.
Focused on creating seamless and user-centric experiences across all touch-points of the service, this meant not only delivering pharmaceutical and healthcare products but also ensuring that the entire service ecosystem was optimally designed to meet the needs of pharmacists, healthcare professionals, and end-users.
- Map out prioritised user flows and journeys
- Create a new content and product architecture
- Liaise with product engineers for technical input
- Design wireframe prototypes for key journeys
- Test and validate concepts with end-users
Prototyping and UI Design
We collaborated closely with Johnson & Johnson’s teams to translate ideas into actionable concepts. This stage involved brainstorming, sketching, and wireframing to bring these concepts to life.
Rapid Prototyping
We followed a rapid prototyping approach, where we swiftly converted concepts into interactive prototypes. These prototypes were not only visual but also functional, enabling us to test key features and functionalities.
Iterative Design
Our prototyping process was iterative, allowing for continuous refinement based on user feedback and evolving project requirements. This agility ensured that the final product would meet the needs of pharmacists and healthcare professionals effectively.
Tangible Results From Improved Experience
Based on the insight, we designed a new product experience that tackles real-world end-user challenges. Using the insight gathered as the foundation of our strategy, we were able to:
- Map out prioritised user flows and journeys
- Create new content + product architecture
- Liaise with product engineers for tech input
- Design wireframe prototypes for key journeys
- Test and validate concepts with end users
- Create a new UI language to fit with J&J’s brand
The project saw incredible results within the first year:
- 7 figure increase in revenue per year, per territory
- 36% increase in avg. order size
- 30k training courses completed
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