Case study
Direct-to-consumer platform in
Vision Care
Client: Multinational pharmaceutical and medical device company
Role: Lead designer and lead user researcher
Team composition: 3 designers, 4 management consultants
Research methodologies: Interview, online experiment, field visit, survey, concept testing
Geography: Japan
Year: 2019
Context
I collaborated with a global contact lens manufacturer aiming to launch their online sales channel in Japan. Initially, the client wanted to replicate the market leader’s e-commerce model with improved rebates. However, my research revealed that Eye Care Professionals (ECPs), such as ophthalmologists and optometrists, disliked this platform because it allowed consumers to purchase contact lenses without prescription renewal, risking patient loss for ECPs. Recognizing ECPs' critical role in consumer decisions and their value as customers, we shifted our focus to design a platform addressing both consumer and ECP needs.
Shared and distinctive needs of Eye Care Professional and Consumer
New skill alert: Conducting interviews and facilitating workshops in foreign language
Product design
Trial experiences are vital for both first-time users and brand switchers. However, Japanese consumers often feel intimidated sharing their needs due to busy Eye Care Professionals (ECPs) and clinical environments. ECPs also face challenges in following up on trials due to operational burdens. We designed a streamlined digital experience with personalized questions, trial box recommendations, experience sharing, and easy follow-up scheduling to enhance convenience and communication for both consumers and ECPs.
We aim to provide consumers with an easy subscription experience while ensuring they maintain their eye health with a valid prescription. This approach also helps Eye Care Professionals (ECPs) sustain their relationships with consumers, promoting ongoing engagement and trust.
Service design
Implementing a new business requires a collective effort. To clarify the requirements for enabling new experiences, I met with cross-functional teams, including Marketing, Sales, Operations, Legal, and Finance, to understand their required actions. I also collaborated with IT team to map out the necessary technology enablers, distinguishing between existing and new components. This process not only serves to onboard stakeholders but also facilitates critical discussions around feasibility.
"Japan is a crucial yet complex market due to the pivotal role of Eye Care Professionals (ECPs). The McKinsey team excelled in deeply understanding the needs of both ECPs and consumers.
They designed a platform that aligns with our business goals,
ensuring a balanced approach that caters to all stakeholders involved."
Terri L.
Japan country head, multinational pharmaceutical and medical device client