Elevating Centrum above the clutter of the aisle


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.

I created user journeys for each persona and used this to prioritize product requirements and develop initial concepts and the app's information architeture.

After aligning on product requirements, content and goals, I developed a feature map and solified the app's IA. I then proceed to interaction design—creating wireframes and flows for the app's functionality using Omnigraffle.


I delivered a touchscreen kiosk app with four core sections each designed with a specific user persona in mind.

Users needing broad guidance could answer a few demographic and diet questions to receive product recommendations for improving their nutrition.

Shoppers looking for specific ingredients could quickly search all of Centrum's products to find matching supplements.

Those with a specific health concern (such as heart health or energy), could identify vitamins, nutrients and specifically-formulated supplements to support their needs.

Lastly, shoppers desiring a less-guided experience, could scan a product's barcode to receive more information.