PFIZER’s PAXLOVID DIRECT-TO-CONSUMER (DTC) WEBSITE
I led and managed the complete product design lifecycle for Pfizer’s PAXLOVID DTC and HCP websites, a first-in-market antiviral medication in the COVID-19 space, from Emergency Use Authorization (EUA) through FDA approval. The DTC website achieved a 48% engagement rate and attracted over 6.5 million visits in it’s initial months.
The Paxlovid consumer website positions PAXLOVID.com as the ultimate source of trustworthy COVID-19 treatment information. Grounded in digital design best practices, our website adopts a mobile-first approach and features an inclusive ADA-compliant design, guaranteeing effortless access for all users. Setting a new standard, we integrated custom photography into our campaign narrative that matched the tv spot. Every section is crafted to engage with and enlighten users, solidifying our commitment to reliability and trustworthiness. This case study does not feature the Important Safety Information (ISI) trays in order to fully showcase the design.
My Role
Director of Product Design, led a team of product designers, UX/UI Design, Digital Strategy, aligned stakeholders on website goals, Information Architecture, presented designs to client teams at key milestones, visual and functional QA
Client
Pfizer / Agency: FCB Health New York | An IPG Health Company
Creative Execution
We designed a visually engaging and easy-to-use website to effectively convey essential information about PAXLOVID, including its benefits, usage instructions, and availability. We strategically used color, typography, and imagery to instill trust and reliability in our medication. Our goal was to create a clean, modern design with plenty of white space to simplify the use of PAXLOVID.com. Additionally, we incorporated interactive features like “How to Take” videos to engage users and improve their understanding of PAXLOVID’s functionality. Throughout the process, we collaborated closely with our development partners, exploring opportunities to innovate within our design system while ensuring seamless integration.
“Within its initial months, the site drew in an impressive 6.5 million visits from 5.5 million unique visitors, marking a significant milestone in our efforts.”
Empowering Mobile Users
Paxlovid.com Redefines Online Accessibility
PAXLOVID.com stands as a pioneering example of mobile-centric web design, prioritizing seamless user experiences on smartphones and tablets. Its interface has been meticulously designed, ensuring effortless navigation and interaction, even on the smallest screens.
“If It’s COVID, PAXLOVID” TV spot
Airing alongside our website launch, our team’s 60 second tv commerical seamlessly weaves together a story of hope and resilience against COVID-19. The branded custom photopgraphy used on our website was from the same shoot, creating a cohesive brand experience. The ad showcases PAXLOVID’s effectiveness in helping people recover quickly and return to their everyday lives. With clear messaging, the ad effectively communicates the benefits of Paxlovid to a broad audience, seamlessly translating that message to our website.
Paxlovid prioritizes mobile accessibility
We prioritized mobile usability in our design, ensuring clear pathways and generous whitespace for a balanced and user-friendly experience. All color combinations adhere to AA contrast standards, enhancing accessibility for all users.
The PAXCESS™ Patient Support Program
PAXCESS aims to provide you with resources including insurance verification, help with identifying financial assistance, and support with program enrollment, if eligible, and live PAXCESS representatives who can help you understand your insurance benefits and program eligibility.
UX testing process
TESTING MICROANIMATIONS
We used predictive AI that has been trained on over 100,000 individual participants’ responses and encompasses over 100 billion data points of eye-tracking and brain-scanning data to generate heatmaps and data about users’ interaction.
We conducted tests on Homepage layouts for both desktop and mobile platforms, evaluating versions with and without micro-animations.
Overall, the layout with micro-animations performed better in terms of lower cognitive demand from the users. However, due to time constraints, our development team couldn't integrate these animations for the launch phase.
Sitemap
FDA-APPROVAL version of Paxlovid.com
Design Exploration
We explored a range of styles during look and feel development, from dark mode to hopeful, bold, bright colors and photography and designs that highlighted PAXLOVID’s helping hand logo. Desktop Homepage below. Imagery and copy are FPO.
DISCOVERY PHASE: INITIAL MOODBOARD
In the initial discovery phase after our kick-off, we focused on researching bold, eye-catching sites and content for inspiration to make our site distinctive and unique. Our goal was to capture the audience's attention and stand out from the standard pharma landscape. We aimed to adopt an approach that would create a memorable and engaging user experience.
Older Versions of Paxlovid.com
Our team managed the PAXLOVID website through multiple updates. We maintained the existing Emergency Use Authorization (EUA) site while building a new one for future FDA approval. Even after approval, ongoing updates were needed, from label changes to business-driven optimizations. This demanded agility – project briefs often changed mid-stream, requiring us to juggle multiple site versions and adapt to meet launch deadlines.
Paxlovid LOA Launch
In October 2022, the FDA issued a Letter of Authorization (LOA) for PAXLOVID. This allowed PAXLOVID to be promoted using branded materials even though it was still under Emergency Use Authorization (EUA).
PAXLOVID LOA Website (Label Update) with Campaign Imagery
For the launch of the LOA Website update, we rolled out our own branded campaign visuals, specially captured from the set of the TV spot launcged with How to Take Videos. This cohesive visual identity ensured a seamless user experience across all platforms. Additionally, we transitioned to paxlovidinformation.com, providing a dedicated platform for users to access comprehensive and up-to-date information about Paxlovid. Homepage below (Desktop and Mobile).
PAXLOVID FDA APPROVED SPLASH PAGE
Paxlovid received full FDA approval on May 25th, 2023, to treat adults with mild-to-moderate COVID-19 who are at high risk of serious illness. To bridge the gap while our development team finalized the approved website, we launched a temporary landing page. Desktop view below.
PAXLOVIDINFORMATION.COM – LOA WEBSITE
The EUA for PAXLOVID continues to authorize PAXLOVID for the treatment of pediatric patients (12 years of age and older weighing at least 40 kg) who are at high risk for progression to severe COVID-19, including hospitalization or death. The clinical development of PAXLOVID for pediatric use is ongoing.
