This project was an evolution and integration of two previous offline initiatives, resulting in a social media management tool for Pfizer employees. Its purpose was to help staff confidently respond to comments and messages on social platforms -particularly around vaccination campaigns.

The work involved:

1. Transforming the old SMMT from a basic Excel document into a dynamic, easy-to-use web tool.

2. Digitizing the offline handbook, making it easily accessible alongside the tool for quick reference.

Since this was an internal-facing tool, I was given a healthy amount of creative freedom. To make the experience more engaging, I introduced playful characters to guide users through the content - a decision that was so well-received that Pfizer named one of the characters after me!

The project followed a full design process, from user interviews and journey mapping through to prototype testing, wireframing, styling, and final build. The end result was a fun yet functional platform that not only streamlined social responses but also became a vital resource for spreading accurate vaccination information.!