PFIZER
Revolutionizing Pfizer.com: A UX-Driven Transformation
About Pfizer
In an 8-month design transformation, we reimagined Pfizer.com to better reflect its mission: Breakthroughs that Change Patients’ Lives. By grounding our approach in deep research, strategic experience principles, and a modular design system, we delivered an intuitive, engaging, and scalable digital platform.
Challenge
Disjointed User Experience – The site had fragmented navigation, outdated content, and a rigid role-based structure that didn’t align with user behavior.
Lack of Engagement & Clarity – Dense, text-heavy pages made scientific information hard to digest, with no interactive tools or engaging storytelling.
Inefficient Content Management – Inconsistent branding, slow updates, and no scalable design system made maintaining the site challenging.
Solution
Pfizer.com got a major glow-up! The redesign swapped out the old, clunky experience for a sleek, science-powered platform that’s both engaging and intuitive. By introducing a modular, behavior-driven structure, the site now simplifies navigation, boosts engagement, and streamlines content management. With interactive elements and a cohesive design system, the new Pfizer.com offers a seamless, scalable digital platform that truly highlights the brand’s leadership in scientific innovation.
Approach
Role
  • Led User Research activities to better define the problem through Discovery
  • Led Design direction & alignment for my team
  • Ensure  Design accessibility &consistency across Web, iOS & Android user interface and interactions
Focus
This case study takes you through three key phases:
  • Background – Discovery: As the design lead, I jumped into the research, turning a mix of qualitative and quantitative insights into a clear, exciting picture of the brand and audience.
  • Opportunities – Definition: With those insights in hand, I led the charge in defining the experience principles and translating them into wireframes that laid the foundation for something great.
  • Action – Design: Finally, I took the reins in crafting the design system that would power a sleek, modular, and scalable site experience.
Below is a summary of insights from our researchers to help you understand how it influenced the design.
Discovery

During the discovery phase of this project, our researchers learned several insights across the Company, Consumer, and Content.

COMPANY
From interviews with 16 internal stakeholders across 12 departments, three main business goals that emerged were:
  • Better representation of organizational transformation
  • Creation of an influential, unified site platform
  • Leadership through championing science and its impact
CONSUMER
There are  primary Pfizer audiences that the new site must target: Patients, Health Care Providers, Care Givers, Job Seekers, and Researchers. 325 results from a quantitative survey across the audiences revealed that they need:
  • Searchable, science-backed information
  • Behavior-based site as opposed to role-based
  • intuitive, interactive tools
CONTENT
From analyzing in- and out-of-category companies, comparative research revealed that the most impactful sites have:‍
  • an ownable point-of-view
  • a cohesive brand narrative
  • promotion of leadership in the industry through their achievements of a greater mission
These insights along with Pfizer's brand promise of being in the vanguard of Breakthroughs that Change Patients' Lives led to the final site experience vision:
Tap into the power of science.
2. Opportunities: Defining the Experience Principles

Defining the experience principles helps us establish HOW we are going to Tap Into The Power of Science. These principles were key in rationalizing user experience decisions and flows, and directly impacted certain content and/or functionality choices.

  • Triggering Curiosity → Cross-pollinating content across different pages
  • Nurturing Comprehension → Interactive elements to engage users in the content
  • Simplifying Complexity → Setting clear distinctions between different pages and their content to limit information and visual overload
  • Amplifying Impact → Human-centered and data-driven content
  • Embracing Possibility → Forward-thinking content

We mapped out these principles against the typical journey which helped with rationalizing our UX decisions during the wireframing process.

Wireframes

Wireframes

My Works

My Works

Services
Converting the ideas to design

With the user flow blueprint we set out to create our first iteration of mid fidelity wireframing. We started with a design studio to help brainstorm ideas for the screens we would like to create.

3. Action: Design System and Implementation

A Modular, Scalable Design System


We developed a fully modular design system based on Pfizer’s branding:
‍
🎨 Color & Typography → Extended Pfizer’s brand for digital-first consistency.
‍
🧩 Reusable UI Components → Enabled teams to rapidly create new pages.
‍
📲 Interaction Prototypes → Ensured seamless implementation across development teams.


‍Key UX/UI Enhancements
‍
‍🔹 Intuitive, Personalized Navigation → Shifted from role-based to behavior-driven content pathways.
‍
🔹 Interactive Learning Tools → Introduced engaging visual explanations of scientific breakthroughs.
‍
🔹 Data-Backed Storytelling → Used infographics, case studies, and real-world impact metrics to build credibility.

📌 Final Screens

My fellow designers and I were now able to start applying design. By using a modular system with components, Pfizer's team and third-party developers are able to build pages quickly and efficiently. We also shared interaction prototypes to guide Pfizer's developers.

Outcomes
Result: A User-Centric, Future-Proof Pfizer.com

The newis 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.

  • ✅ Increased Engagement → Higher time spent on pages and reduced bounce rates.
  • ✅ Enhanced Usability → Improved site navigation and information retrieval.
  • ✅ Scalable Platform → A future-proof, flexible system that adapts to Pfizer’s evolving needs.
Through research, strategy, and system-driven design, we delivered a best-in-class UX transformation for Pfizer—turning their website into a dynamic, science-driven experience. 🚀
Why This Version is Better?
More Engaging & Actionable → Stronger storytelling, clearer structure, and real-world impact.

‍Better UX Framing → Focuses on user needs, behaviors, and solutions, not just design changes.

‍Scalability & Future Vision → Highlights long-term strategic impact beyond the redesign.
What’s Next?
Looking ahead, we’re exploring AI-driven personalization, multilingual content expansion, and immersive storytelling (AR/VR) to further enhance Pfizer.com’s impact.
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