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PERSONALIZED UX TO INCREASE BRAND LOYALTY AT JOHNSON & JOHNSON VISION Innovative Personalization Solutions for New Contact Lens Wearers Johnson & Johnson Vision partnered with CI&T to tackle the challenge of engaging potential contact lens users at different stages of their journey while reducing dropout rates from trial to purchase. To expand its reach, improve competitiveness, and support new users in adapting to contact lenses, J&J Vision launched its first content personalization initiative. Leveraging CI&T’s expertise, the project delivers a tailored, data-driven experience to improve clarity, confidence, and conversion rates. Challenges Faced 1. Engaging New Users J&J Vision faced the challenge of engaging potential contact lens users at various stages of their journey. Without an effective approach, there was a significant risk of drop-off during the transition from trial to purchase. 2. Need for Personalization The lack of a personalized experience could lead to a disconnect with users, impacting satisfaction and brand loyalty. It was crucial to offer relevant content that addressed the specific needs of each user group. Solutions Implemented Personalized Digital Experience CI&T implemented a personalized digital experience powered by ContentStack Personalize, React, and NextJS to deliver tailored content and product recommendations: New Wearers: A guided journey with tips and tools to ease insertion, removal, and adaptation to lenses.Considerers/Switchers: Doctor appointment suggestions and targeted content highlighting the benefits of switching to Acuvue.Default Users: A seamless browsing experience with general information on contact lenses and resources. Results Achieved Increased Engagement Users demonstrated higher interaction metrics, showcasing the positive impact of personalized experiences. Enhanced Satisfaction Improved support for new and switching users resulted in greater satisfaction levels. Future Growth Insights from the MVP launch will refine J&J's digital strategy, paving the way for future innovations. Technologies Used ContentStack Personalize: A platform that enables dynamic and responsive content personalization.React: A JavaScript library for building interactive user interfaces.NextJS: A framework that facilitates the creation of optimized and scalable web applications.This story highlights CI&T's role as a strategic partner for Johnson & Johnson Vision. By personalizing the user experience, we've enhanced customer engagement and reinforced the brand's market leadership. We're committed to continually delivering relevant experiences for all users.