ACUVUE
REWARDS PROGRAM APPS
I've created many UX ecosystems in my career, but Johnson & Johson's MyACUVUE Rewards program is the largest to date. The international omnichannel system enabled consumers to earn rewards by purchasing ACUVUE products. MXM hired me to lead Russia's Find an Eye Care Professional App for consumers. I also was responsible for a tablet App called MyAcuvue Pro that would help eye care professionals manage consumers, eye fitting exams, and reimbursements.
DISCOVERY
I needed to understand what an eye care professional did on a day-to-day basis. My approach was to work closely with the business analyst to understand the requirements. Also, I collaborated with product owners to connect with optometrists, ophthalmologists, and other eye care professionals. Here are some insights I discovered via interviews and surveys that informed my strategy for designing these products.
6
the number of months an eye care professional follows up with consumer after the purchase of contact lens.
70%
of contact lens wearers do not properly follow the care instructions for their contact lenses.
2/3
of optometrists prefer writing out prescriptions on paper.
31
the average age of contact lens wearers worldwide.
77%
of patients use online reviews as the first step in choosing a new provider.
3
reasons for switching to contact lens are weddings, sports, and glasses fog.
DEFINE
I connected consumers with Fitters (eye care professionals that prescribe contact lenses) and Retailers (those that own eye care stores). I designed an appointment feature that aligned with previous rollouts of this rewards program. Additionally, I centered the MyACUVUE Pro App on appointments and capturing the measurements of a prescription called dioptrics. Here are some artifacts that helped me define the solution.
DESIGN
I designed the MyAcuvue Pro app to help manage eye care professionals' day. The home view design focused on appointments and walk-ins. That initiated the fitting process in which the eye care professional would measure contact lenses and end with filling a prescription. Here are some wireframes that capture the essence of this experience.
CONSUMER EXPERIENCE
I capitalized on established design patterns for creating appointments. The only deviation to these patterns was that a consumer could not specify a time due to an existing technical feasibility limitation. I solved this by creating a pair of time slots, morning and afternoon. Here's the experience flow depicting the consumer experience.
APPOINTMENTS
Here are some screens that capture the ease of setting an appointment with an eye care professional.
YOUR DAY
The MyACUVUE Pro begins with a home view called Your Day that allows an eye care professional to start an existing appointment or create ad-hoc fittings for existing patients or walk-ins.
PATIENT INFORMATION
The MVP for MyACUVUE Pro included historical information on past contact lens' prescriptions. My goal was to help an eye care professional recommend the appropriate ACUVUE product.
CONTACT LENS FITTING
I felt that this product's adoption would rely on its efficiency for capturing dioptrics. I user tested various touch-and-go interaction models, and the results were a dioptric builder that gave the users the option of creating a prescription using taps versus typing.
REIMBURSEMENT
Super users needed a tool that would manage patients, eye care professionals, admins, retail stores, the number of fittings, products sold, and a process for reimbursement from Johnson & Johnson. I designed a section that would provide that information and a process that would start with a claim and end with a reimbursement.
WHAT I LEARNED
UNDERSTANDING USER'S MENTAL MODELS IS NECESSARY FOR THE CREATION OF CONCEPTUAL AND INTERACTION MODELS.
I always felt that I need to understand and even feel how my users do when creating experiences for them. This effort was a challenge because I had to empathize with Russian culture and customs and ensure that the design was universal since my creations would serve as a template for all of Europe. Thus, I made it a mission to find the common practices eye care professionals shared across their industry.
What is universal is that, as humans, we avoid pain points. For eye care professionals, having to search for dioptrics in a dropdown was annoying. In their minds, it was easier to jot down prescriptions on paper. That was their mental model. Because of this, I created a tool with the same or greater agility as writing. The dioptric builder was well received, with one user saying, "it's kind of fun." As a UX Designer, I love hearing my designs bring delight, even for something as serious as creating a prescription to improve someone's vision.