Johnson & Johnson

Leading Johnson & Johnson's Orthopaedic Design Strategy

2015  |  Designer & Researcher

DePuy Synthes is the largest provider of orthopaedic solutions in the world.

At Johnson & Johnson, I led the design strategy for the world's most complicated knee replacement: Attune Revision Total Knee Solution.


At Johnson & Johnson, I designed and developed orthopaedic solutions across various platforms including knees, hips, shoulders, and ankles. I worked on implants and instrumentation, surgical flows and processes, instrument kits, instructions guides, and even conducted research on new product materials.

One of the most important aspects I focused on was Design Strategy: how we approach design to meet business goals.


One of the first responsibilities I had at JNJ was how we integrate design and human factors into the current development process including user research activities, testing, and engineering considerations.

The other important aspect to this approach was how this process worked with scheduled touchpoints with our surgeon design team. Each project required at least quarterly reviews with the design surgeon team throughout the year. Our proposal tried to integrate those touchpoints as part of our process.


An important part of design is the overall design architecture which includes a proper workflow analysis. A view the overall experience is valuable to designing the right details.

This is an example of an implant construct workflow for one of our platforms.

The team was looking to solve a very complicated case using offset implants. We had not supported this procedure before so we were looking to construct our own method from scratch.


The team came to me when they were stuck with some incredible engineering challenges. In response, I created this generic, high-level visual workflow so we could review the entire process as a whole, identify any gaps and make connections across the procedure. Often times, we may be too much in the details to realize we are missing some important steps.


With this simple approach, we quickly discovered that we were missing a few key steps, could combine a couple of the steps, and we were doing extra actions that could be entirely eliminated. 


After successfully launching our first design-drive solution, Attune Total Knee Replacement, it was time to understand the elements that drove our brand and how to scale them across other products in our portfolio.

The process was simple: map out all the key design elements from color to grips, transitions to materials, and understand what, if any, of the elements added to the overall brand value.

I drove this Master Brand Strategy with the team and we used a Design War Room for this exercise.

We translated these findings into "design cards" that outlined what the overall design was, the design method, the different types of executions and then finally, categorized them into 6 distinctive Design Principles.

The details of the Master Brand Strategy can be found here.


Each project may require a different method or approach to design. The following are examples of some of the research I've done across various projects within JNJ.

These methods include:

Sawbones exercises and workflows, graphic informational workflows, the double-diamond design strategy, inspiration boards and competitor analyses, procedure maps, tasks analyses, nomenclature reviews, instrument cost analysis, touchpoint studies, and system level thinking methods.