We Designed a Multi-author Executive Leadership Blog Platform

Connecting J&J’s CEO with 125,000 employees worldwide

Services Provided

User experience (UX) • Design • Development Support • Governance • Content

Since he became CEO of Johnson & Johnson (J&J) in 2012, Alex Gorsky has made regularly interfacing with his employees a high priority. To facilitate these corporate communications, J&J created an internal blog where executive leadership—primarily through the personable voice of Alex Gorsky—could talk about important topics such as the importance of good health, new J&J programs, and Alex’s travels around the world. Unfortunately, due to the platform’s limited functionality and poor user experience (UX), many of Alex’s posts received minimal, if any, social engagement. Alex’s blog needed a user-friendly interface and optimized content to succeed. Highly fluent in the art of internal comms, our team was more than up to the challenge.




increase in visits


more posts
per month


increase in comments

Our UX/design team worked in collaboration with J&J stakeholders to create a brand-new interface for the blog built on a new content management system called Brightspot. This new design was optimized for desktop and mobile and included content enhancements such as categorization of posts by content type, estimated read times, and multilingual translations. As administrators of Alex’s blog, we’re responsible for scheduling, optimizing, and publishing content disseminated across all of J&J. We also help relieve our stakeholders’ workload by making recommendations for blog tags and moderating employee comments. The new platform drew a significant boost in site visits in its first year and more than tripled social engagement.

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