Everything Johnson & Johnson does is to improve patient outcomes, which includes investing in developing technologies—and J&J knows the future of manufacturing is 3D printing. This technology has the chance to drastically improve lives by decreasing costs and increasing personalization in healthcare; it’s a customer-centric idea full of heart and hope.
J&J wanted non-traditional learning delivery to communicate this message to the entire organization. We created a fully responsive website, with an introductory video, easy-to-use navigation, and beautiful visual design to ensure all employees stay engaged while taking this training at their desk or on their phones.
Learners can keep it high level or opt-in for more information
One of the challenges with creating learning for a large audience, like the entire J&J organization, is the diverse level of knowledge and interest. 3D printing can be an extremely technical topic, which poses a risk of alienating learners without technical knowledge or interest. To keep engagement high, we created a vertical scrolling experience that allows learners to opt into more technical information as they choose. To accomplish this, we divided the information into macro- and micro-level content.
Macro-level content is high-level information about 3D printing that is relevant to the entire audience. Topics like the definition of what 3D printing is and examples of 3D printing in recognizable consumer products.
Micro-level content is highly detailed and technical information about 3D printing that is only relevant to people with an interest in technical subjects. Topics like how lattice 3D printing design structure is useful when you want to build something lightweight with structural integrity.
Grab the learner’s attention with an emotional live action video
Technical knowledge isn’t the only thing that makes this audience diverse; these learners have different jobs, backgrounds, and spheres of influence. We knew we had to find common ground to get each and every learner invested in learning about 3D printing. So why not use some emotion to tell the story? After all, we are all human.
When learners land on the website, before they see anything else, they are prompted to watch a video. It’s a short story about a man who has a failing lung. In today’s medical landscape, the best option is to get a lung replacement. But in a future world with 3D printing, Johnson & Johnson makes it possible to bioprint a new lung. No replacement lists, no waiting. Whoa. Talk about improving customers lives! While this technology is years away, we wanted to kick off our learning with some (very real) possibilities of 3D printing so that learners could jump into the training with a greater sense of purpose.
Sophisticated design to communicate sophisticated technology
This project is an internal learning and marketing piece. While one goal is for the audience to learn about 3D printing, the main purpose is to get everyone excited about Johnson & Johnson being a leader in the 3D printing space and the radical changes this investment will have on people’s lives.
To gain the learner’s engagement, we focused on making the design of this project match the sophistication of the initiative while staying true to the J&J brand. We took pride in making every touchpoint on the site feel purposeful and impactful through elements like layout, color, iconography, and yes, even a 3D-printed dragon model.