Pfizer
As a strategist at an agency partner of Pfizer, I shaped several years of digital initiatives and touchpoints for the brand. Underscoring all, my work focused on translating complex healthcare narratives into clear, empathetic, and engaging digital journeys.
Pfizer.com Redesign
During the height of COVID, I partnered with UI and UX designers to define and build a systematic redesign of Pfizer’s web and mobile experience.
This process extended 8 months and included four major phases:
Discovery: Distilling qualitative and quantitative research into brand and audience insights.
Definition: Identifying the experience principles and applying them to information architecture, content strategy, and wireframes.
Design: Building the foundational system to implement into a modular site design.
Testing: Validating all above stages with quant survey, audience co-creation exercises, and user acceptance testing.
Site Experience Vision
Tap into the power of science.
Impact
Championing science and its impact.
The new Pfizer.com is a testament to the power of transparent and collaborative teams. I worked directly with researchers, clients, stakeholders and developers across the world to bring this site to life on desktop, tablet, and mobile.
Annual Report
Upon successful delivery of designs for pfizer.com, our team was responsible for creating subsequent annual investor reports, published in print and as a microsite expansion.
Digital Innovation Roadmap
I also worked closely with the global brand team to identify long-term innovation opportunities. My focus was on equipping them with digital experiences and tools to build more meaningful connections between Pfizer and the public.
This work culminated in a detailed ecosystem audit and roadmap aligned with key strategic imperatives. The digital solutions I proposed were designed around strengthening trust and amplifying cultural impact.
Duchenne Muscular Dystophy
As part of Pfizer’s rare disease and gene therapy pipeline, treatment for Duchenne Muscular Dystrophy (DMD) remains in early-stage research.
I supported the development of a planned digital DMD portal for caregivers by evaluating prototypes, assessing the existing user experience, and delivering targeted recommendations to improve functionality, engagement, and emotional impact.
To shape a more cohesive and meaningful user journey, I also defined core experience principles anchored in a guiding vision: a compassionate, caregiver-centric companion.