Project Overview

Prizer envisioned an educational microsite as an unbranded campaign that implicitly promotes IBRANCE, a treatment for HR-positive, HER2-negative metastatic breast cancer. The site would introduce different combinations of subtypes and mutation statuses, which are difficult for patients to understand but critical in finding out the right treatment landscape. We designed the site, including an interactive tool to help patients and their loved ones with in-depth conversations about the most effective treatment options with their doctors.

Style Guide

We used large font sizes, buttons and icons for the site to be accessible to an older audience. In order to streamline design elements, we established a basic style guide.

Clickable Cards

These cards serve as anchor links that takes reader to the corresponding section of the site. They have large icons and heavy shadows as well as arrows to reinforce clickability and to help our elderly audience navigate the page.

User Interviews

We conducted phone interviews with 12 IBRANCE ambassadors, who are patients currently taking IBRANCE while actively working with Pfizer to mentor and advise others battling through MBC. We discovered that the diagnosis was extremely overwhelming for patients, and that they lacked the guidance to proactively discuss treatment options with their doctors.

Interactive Tool

From research atients We designed this interactive experience to facilitate conversations between patients and doctors. This tool engages users and provides a tailored discussion guide with possible treatment options. Below are some initial wireframes for the tool.

Live Website

After rounds of iterations and close collaborations with the Pfizer development team, the website launched with two spokeswomen championing the importance of breast cancer research and treatment.

Visit the site