At Digital Aisle, a former interactive shopper marketing firm, I served as lead UX designer on our Pfizer account.
During that time I was also lead designer on our work for Pfizer’s Centrum brand. Pfizer hired Digital Aisle as part of an initiative with Walmart to help elevate Centrum’s products in an increasingly competitive shopping category.
Our challenge was to make Centrum the clear authority in nutritional supplements.
I conducted stakeholder interviews and reviewed market research and consumer segmentation reports to gain an understanding of the dietary supplement category and Pfizer's business objectives. While being an extremely well-known name, Pfizer's Centrum brand was struggling to compete with newer market entrants and shifting consumer perceptions.
I next began user research—conducting a user workshop to understand shopper experiences, painpoints, motivations and technology considerations.
I synthesized my research and findings into three primary user personas, user goals, business goals and product goals.