Johnson & Johnson/Acuvue
Increasing physician engagements through consumer activation.
UX Strategist, 2019
Context:
Acuvue is a brand of disposable contact lenses made by Vistakon, a subsidiary of Johnson & Johnson. As part of J&J Vision, ACUVUE® Brand has transformed vision correction since 1988 with the world’s first soft disposable contact lenses.
The challenge:
Johnson & Johnson Eye Care brand Acuvue is the #1 most prescribed contact lens in the world.
Acuvue's existing content strategy had lost ground in online markets internationally and they don’t know exactly why.
Solution:
Full UX audit of all channels to generate improved content strategy across walmart.com, boots.com, and taobao.com
Performed comprehensive UX audit of contact lens channel across all major e-commerce retailers in the US, UK, and Chinese markets.
Results:
A comprehensive omni-channel campaign content strategy tailored to specific product user psychographics so Acuvue is now leveraging international best-practices in US, UK and Chinese markets to serve all markets better.
Lifting revenue and conversion rates incrementally on existing platforms by optimizing user experience to ensure accurate, timely content and meaningful user-flows.
Driving a 2.3% increase in eye care appointments year-over-year for affiliated providers via awareness and incentive programs for consumers.
Shopper Journey UX Audit Matrix
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Ideal User Path Audit Matrix
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