Pfizer/Charlie Ai
Charlie.ai for Pfizer is a responsive, AI-powered B2B / internal platform ecosystem designed to support Pfizer’s global workforce with knowledge discovery, collaboration, and AI-assisted insights.
Company
Publicis for Pfizer/Charlie.ai
Role
Senior UX/UI Designer
Timeline
02/2024 - 05.2024
As a UX/UI Designer with Publicis (Lion Resources), I collaborated with Product Managers, Design Leads, and Developers to design and enhance the user experience and functionality of Charlie.ai, a responsive B2B and internal-facing web app designed for Pfizer employees & external partners. I contributed to feature enhancements across the platform while aligning with Pfizer's brand guidelines. My responsibilities also included building and maintaining foundational components and design tokens within the Pfizer/Charlie Figma design system. Additionally, I supported the design and UI development of "Marketing the Pfizer Way", a responsive internal website providing training resources and frameworks for Pfizer’s marketing teams.
My Role.
Deliverables
Hi-Fidelity Mockups
Interactive Prototypes
Design System Components
Design Tools
Figma
Productivity Tools
Jira / Confluence
Teams
Product/Feature 01
Charlie Marketing Resource Website
Project Overview
The Charlie Marketing Resource website is an ancillary, standalone responsive B2B site built for Pfizer’s internal marketing professionals and its external partners. It centralizes marketing standards, best practices, and educational content, while remaining accessible through an entry point within Charlie.ai.
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Role & Collaboration
As a Senior UX/UI Designer, I owned UX/UI execution across desktop and mobile and collaborated closely with a Lead UX Designer, product stakeholders, engineering, and a content partner to ensure consistency across a content-heavy experience.
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Problem
Marketing teams needed a clear, authoritative online resource that supported dense offline information, reflected Pfizer’s credibility, and integrated with Charlie.ai—without introducing fragmentation or cognitive overload.
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Approach
With limited direct research, UX decisions were guided by Pfizer Marketing 100+ page PPT, stakeholder discovery, comparative analysis of enterprise marketing hubs, and heuristic evaluation. In parallel, I focused on consolidating UI styles and components from the Charlie design system to support long-form content, repeatable layouts, and scalability.
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Solution & Outcome
The final solution delivers a content-first, responsive marketing resource that transforms dense presentation material into a clear, scalable digital experience. The site integrates seamlessly into the Charlie ecosystem, supports ongoing content updates, and maintains consistency through shared design system foundations.
Design System Focus
The design system work focused on applying and extending Charlie.ai’s foundational styles and core components within a standalone site, adapting patterns for content-heavy use cases while maintaining consistency with the broader platform and supporting scalability through reuse and governance.
Colors
Foundational colors for the Charlie digital product line were defined in alignment with pre-existing Pfizer brand guidelines.
Typography
The current type-ramp reflects Pfizer brand guidelines to enhance readability, consistency, and maintain a polished/clean appearance for users.
Logo
The logo for the Pfizer|Charlie product has been designed to ensure clear visibility throughout the application. It has been fine-tuned within the design system to stand out effectively on backgrounds of white, Pfizer Blue, and Dark Blue.
Charlie Marketing Resource Web - Home Landing - Desktop
Educational Modal - Where to Play - Desktop
Educational Resource Page - Where to Play - Desktop
Mobile
Mobile
Product/Feature 02
Charlie.ai — B2B & Internal Enterprise Generative AI Web App Platform
Project Overview
Charlie.ai is an internal, AI-powered enterprise platform supporting Pfizer employees, vendors, and partners with knowledge discovery, community exchange, and AI-assisted exploration of internal content.
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Role & Collaboration
Embedded within a cross-functional agile team, I contributed end-to-end UX/UI design while collaborating with a Lead UX Designer, product, engineering, stakeholders, and content partners.
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Problem
Charlie.ai required transforming the existing Marcel.ai enterprise platform into a Pfizer web app experience. The challenge was refactoring and extending established components, patterns, and AI interactions to meet Pfizer’s content, branding, and governance needs—while managing increasing platform complexity.
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Approach
The UX approach combined stakeholder-led discovery, comparative analysis of enterprise AI platforms, heuristic evaluation, and AI SaaS best practices. Existing Marcel.ai components were audited and adapted to support Pfizer-specific workflows and use cases.
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Solution & Outcome
Designed UX/UI across multiple flows including dashboards, content discovery, community features, profiles, and release notes, with a focus on clarity, predictable patterns, and AI-assisted interactions. The result was a cohesive, production-ready enterprise platform that evolved an existing product into a Pfizer-specific experience, enabling scalability, faster iteration, and system-level consistency across Charlie.ai.
Charlie.ai Feature B
Work Space Dashboard
The Charlie.ai work space dashboard serves as the initial landing page, presenting users with immediate access to key tools, resources, and important metrics & data upon login. The displayed content is tailored according to individual access rights and profile information, ensuring a customized experience for each user.
Charlie.ai - Dashboard Home Standard User - Desktop
Charlie.ai - Dashboard Home Advanced User Reports - Desktop
Charlie.ai - Dashboard Home Advance User Metrics - Desktop
Mobile
Charlie.ai Feature B
Ask Charlie GPT
Ask Charlie GPT is a helpful AI-powered smart conversational search designed to make Charlie experience more efficient and productive for its users. This tool is built to improve how quickly employees can access insights and knowledge from the content on Charlie platform, saving time and resources.
Charlie.ai - Conversational Chatbot Landing - Desktop
Charlie.ai - Chatbot Suggested Prompts Landing - Desktop
Charlie.ai - Active Chatbot Card References - Desktop
Charlie.ai - Active Chatbot List References - Desktop
Mobile
Charlie.ai Feature C
User Profile Manager
The User Profile Manager is a central element of the Charlie application designed to capture and showcase the individuality and professional background of its’ users. This feature offers a comprehensive and customizable experience, enabling users to share their unique story with potential internal Pfizer collaborators and networks.
Charlie.ai - User Profile Landing Page - Desktop
Charlie.ai - Edit User Profile - About You - Desktop
Charlie.ai - Edit User Profile - Achievements - Desktop
Charlie.ai - Edit User Profile - Connect Linkedin Profile - Desktop
Mobile
Charlie.ai Feature D
Onboarding & Signup
Charlies’ Secure onboarding and signup designed for ease of use, with LinkedIn integration enabling quick and intuitive registration.
Charlie.ai - Onboarding Survey - Desktop
Charlie.ai - Onboarding Survey Connect Linkedin - Desktop
Charlie.ai - Onboarding Survey Loading - Desktop
Mobile
Charlie.ai Feature E
Community Feed
The Community Feed is an AI-powered collaborative hub where employees share projects and engage with articles, posts, ratings, and comments. It generates intelligent summaries and surfaces relevant content by matching users based on role, preferences, and viewing history—supporting a more connected, informed workplace.
Charlie.ai - Community Feed Landing - Desktop
Charlie.ai - Community Feed - UGC Comment Filter/Search - Desktop
Charlie.ai - Community Feed - UGC Employee Shared Project Detail - Desktop
Charlie.ai - Community Feed - Blog & Article Detail - Desktop
Charlie.ai - Community Feed - Immersive UCG Video Posts Feed - Desktop
Charlie.ai - Community Feed - Comments & Ask A Question Search - Desktop
Mobile
Charlie.ai Feature F
Brand Page Manager
Charlie Brand Pages are centralized brand-specific pages that offer employees insights into company initiatives, encouraging alignment and collaboration across the organization. Users have access to brand listing and details pages with the ability to add/edit brands.
Charlie.ai - Brand Manager Template - Desktop
Charlie.ai - Brand Manager Survey - Brand Details - Desktop
Charlie.ai - Brand Manager Survey - Global Content Packages - Desktop
Charlie.ai - Brand Manager Summary - Desktop
Charlie.ai - Populated Brand Page Details - Desktop
Mobile
Charlie.ai Feature G
Release Notes
The Charlie Release Notes page serves as a centralized resource where users can quickly find and stay informed about the newest Charlie.ai bug fixes, feature updates, enhancements, and resolutions.
Charlie.ai - Release Notes - Desktop
Mobile
End.
The completed design deliverables were phased & prepped for hand-off to the Development Team for build-out and scheduled demos, launches, and user validation.