Blowing engagement through the roof.
(YEAR)
2023
(EXPERTISE)
UX Design
Branding
(ROLE)
Creative/UX Director
In 2023, Pfizer prepared to bring a $1.4B ulcerative colitis (UC) medication to market. To build trust and reach undiagnosed patients ahead of FDA approval, they launched an unbranded campaign centered on becoming a credible, condition-specific healthcare resource. The resulting mobile app became the 2nd most downloaded in Pfizer’s expansive portfolio.
The app and website were a key pillar of the strategy. Together, they addressed a clear gap in the market: people living with UC (PLwUC) had no comprehensive resource addressing both the physical and mental demands of the disease. The website housed condition-specific information and drove users to the app, while the app itself unified symptom tracking, trend monitoring, dietary guidance, and mental wellness resources in a single experience, giving patients a reason to engage daily, not just during flares, while positioning Pfizer as a long-term partner in their health journey.
As the UX Lead, I pressure-tested the overall user experience across both workstreams, identifying problematic language that could confuse or alienate the UC community. For the app, I identified key gaps that could prevent a user from completing the daily tracker experience, leading to a diminished sense of accomplishment.
Managing a team of designers, I led initial work sessions that informed the overall look and feel of both the app and companion website experience. A pale pink paired with deep green was selected to evoke calm while signaling nature and vitality. This intentional color pairing gave LivingWithUC a modern, contemporary aesthetic that distinguished it from the staid blue-dominant palettes common across health and wellness apps.
The website’s purpose was more broad, serving as a destination for paid media and search, providing general information on UC, and promoting the app. The mobile LivingWithUC app was more personal and functional. Progress cues and nudges were intrinsic to the experience, giving users a tangible sense of accomplishment. Designing for rewarding, celebratory moments of interaction made users more likely to return, a key performance indicator.
I pinpointed where patients were most likely to disengage, then prioritized flows that rewarded completion like the daily tracker. I championed content strategy as a core design element across both platforms, pushing for careful attention to how symptoms and mental health topics were framed so the experience felt like it spoke with users rather than at them. Through iterative prototype testing, I pressure-tested both experiences to ensure they felt intuitive for a community already managing a significant cognitive and emotional load.
LivingWithUC was the second-most downloaded app from Pfizer, surpassing expectations with high engagement among our target audience. 50% of users return to the app multiple times and spend an average of 5 minutes per session. The companion website drove strong acquisition, with 35% of visitors navigating to the app download page. Together, these results validated Pfizer's unbranded campaign strategy, demonstrating that leading with education and empathy is a powerful way to build lasting trust with a community navigating chronic disease.
2nd
Most-downloaded Pfizer app
over 50%
of users returned multiple times
35%
of site visits led to app download
