Pfizer Gen AI
For Pfizer, I guided the UX process for creating a Gen AI Marketing tool. The MVP included designing experience for translation, image generation and regeneration. As well as the ability to scale the experiences for future features.
Role
Duties
Lead UX Designer
Workshop Facilitator
Design Sprints
Stakeholder management
Wireframing
Prototyping
User Testing
The goal of this tool is to use Gen AI to help create marketing copy for pharmaceutical companies within Pfizer. This means creating brand-specific language that can be used on a variety of marketing materials such as web banners, emails and other advertisements.
Marketers often come up with 3-5 ideas to pitch for their copy and were hesitant to have a Gen AI tool as it might take over their job. We worked with them to use this as a tool for idea generation, knowing they had the skills to evaluate and refine the copy.
User Journey
I started out by creating a user journey to match the business requirements and MVP features. The user journey below was used as a guide and refined throughout our process as more features were added.
Sketching and Wireframes
I sketched out layouts for the initial copy generation workflow and then turned it into a black and white wireframe for feedback.
After iterating, testing and receiving feedback, this became the key screen to showcase what the generated content would look like.
Right Panel with Gen AI Inputs, filters, Generate and Restart buttons.
Left side panel for User, settings and room for future menu items.
Actions button to copy, translate and take other actions.
Text description shows the parameters selected for the generated content.
Workflows for key features
Workflow for translation
Workflow for image selection (wireframes)
Detailed feedback for Generated Content and Translation
Conclusions and takeaways
Creating an MVP workflow and set of features developed for beta testers.
Designing a layout that is flexible to accommodate features in the future.
Designing in a way to capture analytics and feedback from users to improve the language model.
Working with developers on restrictions such as generation attempts, similar content and saving generated content.
Presenting design ideas, workflows and prototypes to various stakeholders at Pfizer.
The next steps are to onboard the first set of beta testers for feedback.