Case Study
Building a Telemedicine Ecosystem from the Ground Up
This classroom management app connects teachers, students, and families to foster strong relationships and supportive communities. the platform boasts over 10 million app installations, making it an essential tool for education communication. I was hired to elevate its communication capabilities by revamping the user-to-user instant messaging features while aligning the design closely with the product strategy to promote paid feature adoption.
Senior designer
2020 – 2022
The challenge
Pfizer needed to pivot from traditional pharmaceutical distribution to direct-to-consumer healthcare services:
- Unprecedented integration: Building an ecosystem that combined diagnostic delivery, telehealth, prescription fulfillment, and financial transactions—a first for Pfizer, targeting 100M+ people by 2025
- Complex stakeholders: Balancing requests from marketing, product, engineering, and compliance while maintaining design system consistency
- Healthcare constraints: Designing for HIPAA compliance, varied tech literacy, and the emotional weight of health decisions
- Multi-channel coordination: Creating seamless experiences across employer portals, consumer web/mobile (iOS/Android), and diagnostic platforms
The solution
Research & Design:
- Conducted user interviews with teachers, parents, employees, and healthcare providers
- Ran non-moderated user studies using Maze to validate concepts and test usability
- Created wireframes, interactive prototypes, and high-fidelity designs in Figma
- Developed comprehensive design documentation with specifications, interaction patterns, and accessibility requirements
Collaboration & Execution
- Partnered with Pfizer's design system team to ensure scalability and consistency
- Managed cross-functional requests, prioritizing based on user impact and business goals
- Facilitated design reviews with C-level stakeholders
- Designed for web and native mobile experiences across all platforms
- Ran multiple testing rounds, iterating based on feedback to optimize the experience
impact and results
- Successfully launched Wave 1 across employer, DTC, and retail channels
- Scaled to ~1,100 Walgreens stores by Winter 2024/25
- Featured in CEO Town Hall, highlighting strategic importance to Pfizer's digital transformation
- project exceeded performance goals with top ratings
- Established scalable design patterns for future telemedicine features and other treatment areas
- User testing showed strong satisfaction, validating design decisions on navigation and interaction patterns
- Delivered first-of-its-kind platform integrating diagnostics, telehealth, and prescription fulfillment
- Contributed to Pfizer's goal of engaging 100M+ people annually through direct-to-consumer telemedicine
other projects
see project
→
see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
work@fredcelestino.comSOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com.
All Rights Reserved.
Privacy Policy
Case Study
Building a Telemedicine Ecosystem from the Ground Up
This classroom management app connects teachers, students, and families to foster strong relationships and supportive communities. the platform boasts over 10 million app installations, making it an essential tool for education communication. I was hired to elevate its communication capabilities by revamping the user-to-user instant messaging features while aligning the design closely with the product strategy to promote paid feature adoption.
Senior designer
2020 – 2022
The challenge
Pfizer needed to pivot from traditional pharmaceutical distribution to direct-to-consumer healthcare services:
- Unprecedented integration: Building an ecosystem that combined diagnostic delivery, telehealth, prescription fulfillment, and financial transactions—a first for Pfizer, targeting 100M+ people by 2025
- Complex stakeholders: Balancing requests from marketing, product, engineering, and compliance while maintaining design system consistency
- Healthcare constraints: Designing for HIPAA compliance, varied tech literacy, and the emotional weight of health decisions
- Multi-channel coordination: Creating seamless experiences across employer portals, consumer web/mobile (iOS/Android), and diagnostic platforms
The solution
Research & Design
- Conducted user interviews with teachers, parents, employees, and healthcare providers
- Ran non-moderated user studies using Maze to validate concepts and test usability
- Created wireframes, interactive prototypes, and high-fidelity designs in Figma
- Developed comprehensive design documentation with specifications, interaction patterns, and accessibility requirements
Collaboration & Execution
- Partnered with Pfizer's design system team to ensure scalability and consistency
- Managed cross-functional requests, prioritizing based on user impact and business goals
- Facilitated design reviews with C-level stakeholders
- Designed for web and native mobile experiences across all platforms
- Ran multiple testing rounds, iterating based on feedback to optimize the experience
impact and results
- Successfully launched Wave 1 across employer, DTC, and retail channels
- Scaled to ~1,100 Walgreens stores by Winter 2024/25
- Featured in CEO Town Hall, highlighting strategic importance to Pfizer's digital transformation
- project exceeded performance goals with top ratings
- Established scalable design patterns for future telemedicine features and other treatment areas
- User testing showed strong satisfaction, validating design decisions on navigation and interaction patterns
- Delivered first-of-its-kind platform integrating diagnostics, telehealth, and prescription fulfillment
- Contributed to Pfizer's goal of engaging 100M+ people annually through direct-to-consumer telemedicine
other projects
see project
→
see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
SOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com. All Rights Reserved.
Privacy Policy
Case Study
Building a Telemedicine Ecosystem from the Ground Up
As UX/UI Specialist at Pfizer, I led the design of PfizerForAll.com, a comprehensive telemedicine platform over two years. I was responsible for the full product design cycle—from research and concept validation through prototyping to detailed Figma documentation and developer hand-offs.
The platform integrated Easable (employer/employee telemedicine), Lucira Connect (at-home diagnostics), and consumer retail experiences. This ecosystem enabled users to test for respiratory diseases, consult healthcare providers via telehealth, and receive prescription delivery within 2 hours.
Senior UX/UI Specialist
2023 – 2025
The challenge
Pfizer needed to pivot from traditional pharmaceutical distribution to direct-to-consumer healthcare services:
- Unprecedented integration: Building an ecosystem that combined diagnostic delivery, telehealth, prescription fulfillment, and financial transactions—a first for Pfizer, targeting 100M+ people by 2025
- Complex stakeholders: Balancing requests from marketing, product, engineering, and compliance while maintaining design system consistency
- Healthcare constraints: Designing for HIPAA compliance, varied tech literacy, and the emotional weight of health decisions
- Multi-channel coordination: Creating seamless experiences across employer portals, consumer web/mobile (iOS/Android), and diagnostic platforms
The solution
Research & Design
- Conducted user interviews with teachers, parents, employees, and healthcare providers
- Ran non-moderated user studies using Maze to validate concepts and test usability
- Created wireframes, interactive prototypes, and high-fidelity designs in Figma
- Developed comprehensive design documentation with specifications, interaction patterns, and accessibility requirements
Collaboration & Execution
- Partnered with Pfizer's design system team to ensure scalability and consistency
- Managed cross-functional requests, prioritizing based on user impact and business goals
- Facilitated design reviews with C-level stakeholders
- Designed for web and native mobile experiences across all platforms
- Ran multiple testing rounds, iterating based on feedback to optimize the experience
impact and results
- Successfully launched Wave 1 across employer, DTC, and retail channels
- Scaled to ~1,100 Walgreens stores by Winter 2024/25
- Featured in CEO Town Hall, highlighting strategic importance to Pfizer's digital transformation
- project exceeded performance goals with top ratings
- Established scalable design patterns for future telemedicine features and other treatment areas
- User testing showed strong satisfaction, validating design decisions on navigation and interaction patterns
- Delivered first-of-its-kind platform integrating diagnostics, telehealth, and prescription fulfillment
- Contributed to Pfizer's goal of engaging 100M+ people annually through direct-to-consumer telemedicine
other projects
see project
→
see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
work@fredcelestino.com
SOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com. All Rights Reserved.
Privacy Policy