Johnson & Johnson

Johnson & Johnson

Redefining excellence in contact lens training effectiveness

Context

Some products, like contact lenses, require specific behaviours for use. This means that new users need good quality training. This is especially true in contact lenses, where good training can help people succeed in the early days of learning to wear lenses.

However, training has remained the same for years. It is inconsistently delivered and can even miss out important aspects. Johnson & Johnson asked Innovia to define the gold standard of contact lens training.

Approach

We used design thinking and behavioural science to map how people struggle to put on and take off contact lenses and outlined suggested approaches for improving the experience. We combined this understanding with an audit of existing training materials to fill gaps and specify the hierarchy and timing of information to deliver to new wearers.

In collaboration with expert optometrists and our own team we defined what a “gold standard training” process would look like. We integrated our deep holistic knowledge to create a communication strategy for this information. This incorporated best practice for training, and a variety of different techniques to deliver information and aid learning.

Impact

We created a comprehensive set of instructions for training a new wearer to put on and take off contact lenses, designed to help new wearers overcome the most common issues they face. We have helped implement this thinking in Johnson & Johnson's new digital hub at Acuvue.com, and are embedding it in upcoming product launches that Innovia and J&J are collaborating on. This work has the potential to make a significant impact for wearers, reinforce J&J’s world-leading reputation, and grow the contact lens category.

Related Info