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McNeil Consumer Healthcare
Objective: Enhance the treatment experience for consumers who suffer from a common ailment.
Result: Key Learning about experiencing and treating ailments, and 9 new delivery and usage solutions that make treatment more pleasant.
Background: This project began with a client's vision. Dr. Steve Wiet is a Consumer Psychologist and recently-retired Global Director of OTC Consumer Sciences at Johnson & Johnson Consumer Products Inc.—McNeil Consumer Healthcare. Prior to retirement, he was responsible for leading R&D activities that enhance consumer understanding, translating consumer insights into new healthcare products, and optimizing the aesthetic features of these products. He also was a leader in developing and sustaining an innovative R&D culture responsible for driving the generation and commercialization of new healthcare solutions.
Dr. Wiet has participated in a more than a dozen Ideas To Go projects—15, to be precise. His deep understanding of the creative process provided the spark for their latest project—an effort to make the treatment of a common ailment more pleasant. And because Johnson & Johnson Consumer Healthcare knows they offer an experience, not just a product, Dr. Wiet envisioned an iterative project with ideas and feedback from creative and articulate consumers throughout the concept development process.
To make this vision a reality, he came to Ideas To Go to collaborate on a design that wove consumer input throughout the session. So, we used a collaborative process both to design the workshop and to execute the objective. The process looked like this:
The clients walked away with a deeper understanding of their consumers’ needs and 9 illustrated, insight-grounded concepts for R&D with detailed descriptions, key consumer benefits, notes on design options, and rationale for development.