Pfizer - Living with UC

 Project Overview

Approximately 1 million individuals live with ulcerative colitis (UC), navigating a complex journey of diagnosis and treatment that considerably affects their physical and emotional well-being. Pfizer wanted to create an experience for people living with UC that would solve the unfilled need of holistic disease management.

I lead a team of UX strategists and product designers to come up with a solution to this business problem in a way that centered on the patient experience.

Process

Discovery

I lead the team in a discovery phase to understand the needs of patients and the landscape of current experiences. The team completed patient interviews, stakeholder interviews and conducted a competitive landscape audit. We used our key findings to determine the problem our patients were facing, as well as the solution Pfizer could provide.

We presented all our findings, insights and strategic recommendations to the clients, which was received enthusiastically.

Define

Once we had a vision of the product we would build we started gathering functionality and features to prioritize and create an MVP with. I conducted a brainstorm brainstorm session with our clients, brand strategy team, account management team, development team and UI team. The goal was to think of all possible features, regardless of feasibility, so that we could create a pool of features to pull from and refine.

From there the team iterated on the brainstorm, taking the most popular ideas from the brainstorm session and turned them into proposed features. They ran a MoSCow Prioritization workshop as well as did concept testing with UC patients to determine final features.

Design + Development

The team wireframed, prototyped, and designed the layouts for the app, creating a beautiful and functional app that delivered value to the patients as well as the business.

Outcome

We also built a companion website experience, and a shared decision making tool for doctors and patients.

Many thanks to Sandra Skrzycki, Ishani Parekh and Louis Barry amongst others for their incredible teamwork.