Eczema & Food Allergy Prevention

Innovation Project

Client: Johnson & Johnson Consumer Health
Studio: Johnson & Johnson Design
Industry: Consumer Healthcare
IXS: Lona Vincent, Innocent Okechukwu, Katherine Strong
Design Leads: Erin Skurdal, Sarah Foley
Solutions Lead: Melissa Myers
Lead Designer: Bryan Barham
Design Support: Tyler Courtenay, Liz Cansfield, Gerald Wicks
Videographer: Ross Evans
Skills: Strategy, Art Direction, Layout, Infographics, Storyboarding, Copywriting

With the recent increased rates of pediatric eczema and food allergies, Johnson & Johnson Consumer Health has taken on the mission of understanding and preventing these often lifelong diseases. J&J is uniquely positioned to be the industry leader and build a consumer-centric, prevention platform that could radically impact the allergy epidemic.

The objectives of this project were as follows:

To understand the consumer journey and lived experience of parents
Identify drivers, motivations, pain points and barriers
Develop an understanding of the stakeholder ecosystem across the atopic march
Identify relevant product and service solutions that would be desirable
Gather early learnings on consumer segments, behaviors, and attitudes

In addition to providing the visual look and feel, my key responsibilities on this project were to synthesize consumer data, brainstorm iterative concept sketches and solutions, translate data into infographics, and contribute to strategy development.

The video below highlights the emotional experience that we heard during consumer interviews. It was used as an internal tool that could quickly and easily express the potential impact of the project to our key stakeholders. These clips were taken directly from our consumer interviews and feature real-life parents expressing their lived experiences in relation to eczema and food allergies.

We spoke with a diverse group of 12 parents, each with varied degrees of experience with eczema and food allergies. The chart below gives a quick overview of these families.

For further analysis, our qualitative research notes were synthesized by the IXS team and yielded the delineation of four consumer segments. These segments help us to understand what types of parents we are speaking to as we begin to craft messaging and design solutions.

In collaboration with our IXS team, we crafted a “worst case” consumer journey. This visual tool allows stakeholders to understand the emotional and lifelong impact that could potentially occur for a child who does not receive the proper treatment for eczema and food allergies.

The results of our qualitative data yielded the following research themes and opportunities as outlined by the IXS team.

As part of the qualitative testing, our team sketched 12 conceptual solutions to which each parent ranked and provided feedback. The results of this exercise are outlined in the charts below. These quotes are taken directly from parents as they expressed approval or concern over each concept.

In addition to their likes and dislikes, we asked each parent about the types of brands they’d associate with each solution. This provides key insights into the challenges and opportunities for Johnson & Johnson as we move towards designing preventative/awareness solutions for this epidemic.

We compiled a list of some of the leading and emerging brands associated with allergies and pediatric care today. The chart below tracks the associations we heard from parents when asked about each brand.

To better understand where and how we could best serve the consumer needs, our team mapped an overview of the existing products and services in market.

The scope and potential impact of this project is far reaching and could potentially expand over the next 5 years. Based on our findings, our team plotted how our portfolio could develop through the near, mid, and long term. With the data and resources available, this project has the potential to improve the lives of real families, not just through products but through services, communication, and education.