PfizerForAll.com Super Bowl Transformation
At a Glance
Role
UX/UI Designer
Final Product
Consumer healthcare website at the center of Pfizer’s Super Bowl campaign, connecting 3.3M+ people to health information and care in its first month alone
Skills
Healthcare UX, Design Systems, Interaction Design, Rapid Iteration
Scope
Campaign landing page, interactive health assessments, health topic resource pages, and dynamic site experiences
Team Structure
4-person Experience Design team collaborating within a larger cross-functional team of PMs, copywriters, developers, and legal/regulatory partners
Constraints
No defined design system, intense legal constraints and regulatory reviews
Duration
10 months
Tools
Figma, Jitter Animation, Adobe Illustrator
Context + Problem
Pfizer’s Super Bowl LIX campaign drove millions of users to PfizerForAll.com↗, transforming it from a campaign landing point into a scalable health platform.
Our challenge was to evolve the experience to support multiple entry points, organize complex health content into clear, guided journeys, and create a system that remained consistent and adaptable as the platform grew.
How might we create a digital experience that not only reflects the optimism of the Super Bowl campaign, but also guides users to learn more about their health, complete personalized assessments, and build long-term trust in the Pfizer brand?
Screenshots of the legacy platform, which was content-heavy, hard to navigate, and visually inconsistent.
My Role
As a UX/UI designer on PfizerForAll, I contributed to the end-to-end experience, beginning with the Super Bowl campaign where I designed the landing page and developed personalized assessment flows.
I then partnered with cross-functional teams to continue expanding the platform, creating new pages and components to support evolving site content.
Key contributions:
Leading interaction design and prototyping (micro-interactions, dynamic modules)
Initiating, building and maintaining a scalable component system in Figma
Designing the PFA Super Bowl landing page and entry experience
Defining both the UX and UI for personalized assessment flows
Expanding and refining additional therapeutic area pages + journeys
Process
Research & Foundations
Defined user flows and content structure to guide site architecture
Leveraged medical expertise and patient research to ensure experiences addressed real user needs and trust barriers
Audited legacy and competitor experiences to identify UX gaps
Research was conducted in two phases: (1) Foundational discovery for the Super Bowl experience and (2) Sprint-based research to support each new health topic.
Scalable Experience Strategy
Initiated and built a flexible component-based UI system in Figma, establishing a single source of truth for reusable UI patterns and maintaining consistency at scale
Re-structured site navigation to help users find relevant health answers more directly and support expanding content
Designed a modular assessment system for reuse across multiple health topics
Personalized assessment templates
Variations of swipe-through blades adapted based on different content types
Iteration in a Regulated Pharma Environment
Every detail had to be clearly documented, reviewed, and justified in fast design cycles.
I spearheaded the organization of annotated design files + demos to communicate design intent, streamline review conversations, and support more efficient approvals
Integrated performance data and Pfizer-led user research into all design decisions
Worked in overlapping 4–6 week agile sprints, finalizing one release while designing the next based on cross-functional feedback and A/B testing
A/B component testing variations
Annotated final page designs submitted for regulation approval
Interaction Highlights
I led the interaction design across the platform, creating micro-animations, dynamic modules, and guided pathways that kept users engaged while helping them easily navigate and understand their health journey.
Customizable loading animation with swappable icons based on related health topic
Long form content interactive article question reinforces key information
Interactive True/False module to engage users while learning about a health topic
Migraine quiz entry provokes user to think about the efficiency of their current medication
Final Experience
PfizerForAll Super Bowl LIX Landing Page
The experience evolved from a campaign entry point into a scalable platform that guides users through personalized health journeys, from discovery to deeper engagement across health topics.
Personalized Assessments
Designed modular health assessments that delivered tailored, condition-specific guidance to help users better understand their health and take the next step in their journey.
Therapeutic Area Content
Educated users on a range of health topics through clear, structured content paired with engaging, interactive modules.