Pfizer World

Transforming a Platform into a Meaningful Beacon to Set New Priorities and Ways of Working.


The Background

Pfizer partnered with Code and Theory to help re-imagine and re-focus their global intranet, used by 90,000-plus employees.

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The Solution

Working closely with multiple internal Pfizer teams, we evolved the core feature set and created a fresh new look for PfizerWorld. We ideated and specified new features with special attention to personalization, flexibility, and future-proofing.

We created a new look and feel and design system that can inspire employees and radically break apart from the traditional intranets.



A Subscription-Based Personalization Mechanism

  • All 90,000 Pfizer colleagues have different needs, interests and behavior patterns, so we needed to evolve the platform from a one-size-fits-all experience to a site that’s tailored to each colleague.
  • We laid the groundwork for personalization by creating a subscription system whereby users would subscribe to applicable organizations—so the start page and others would serve content based on relevancy to their subscriptions. We also collaborated with the Pfizer team to build a roadmap for future personalization by tracking user behavior.
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Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

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Evolving E-commerce to Fit Modern Audiences

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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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All Work


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