Case Study

Johnson & Johnson: how might we help one’s ability to manage daily stress?

Challenge

This project was to support the research and development at Johnson & Johnson / Givaudan. The need was the creation of innovative products that would support the relief of stress throughout the day. The team at Johnson & Johnson needed support in the ideation phase and the testing phase of the project.

My key role

I joined the agency InProcess to bring my skills in Service Design, workshops facilitation, and user testing in focus groups.

User Journey Maps

Mapping the user journey thorough the day, identifying moments where the person already cares for themself, mostly morning and evening.

Highlighting the levels of stress thorough the day, with a peak during the work day.

Ideation Workshops

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First ideas

I started with a session of first ideas in small groups. After writing down on sticky notes about the relief of daily stress, the participants shared their thoughts in small groups.

Affinity mapping

I then drove them through an affinity mapping exercise where they merged thoughts and ideas to create a wall of common categories to explore.

Scenarios

I continued with a scenario exercise. After filling out a template of a scenario in the theme of relieving daily stress, participants shared with the whole group.

Voting

I led the voting process where everyone had 3 stickers to put on specific ideas and scenarios moments to show their support for the concept.

Crazy 8 (Brainstorming)

On day 2 of ideation, I led a session of quick drawing of ideas. Each participant had 8 min to draw 8 ideas that they would detail later.

Duo sharing

I encourage the participants to share their 8 ideas with the person next to them, and take notes of comments.

Detailed solution

I led the group into a more detailed version of their quick ideas as a 3-step scenario.

Solution voting

After all the solutions were described and put on the wall, I led the voting process that will lead to the selection of products I would test with a focus group.

Testing Focus Groups

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Diverse focus groups

I led 2 focus groups of diverse women (race, age, income).

Concept testing

After a group discussion on the them of daily stress, I conducted a concept testing where the panel of participants gave their thoughts on the ideas created by Johnson & Johnson.

Voting process

I continued with a voting process followed by a group conversation about their decisions.

Roadmap Workshops

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Day timeline with solutions

I gathered all the solutions and put them on a day timeline.

Roadmap workshop

I conducted a roadmap workshop where the participants indicated the feasibility of each solution on a graph from short term to long term.

Testimonials

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We needed to understand the consumers’ needs in order to generate compelling innovative products

“The client Johnson & Johnson loved working with Max Masure. Their work was done very thorough and the client felt interesting to be involved every step of the way in this high level engagement as they were not used to be part of the process like that. It was new and interesting for them. Their marketing teams planned on doing internally ideas creativity session following the ideation workshop led by Max Masure.”

Ludivine Grippay, Senior Innovation Strategist for Johnson & Johnson