Demy is Pfizer’s digital companion app for patients managing chronic migraines — built to offer more than just symptom tracking. I led the end-to-end product design, focusing on creating a seamless, empathetic experience that helps users take control of their condition while feeling understood and supported.

The Challenge:

Migraine sufferers often face cognitive fatigue, sensory sensitivity, and emotional stress — especially during episodes. Our initial goal was to create a sleek tracker, but user interviews revealed deeper needs: simplicity, speed, personalization, and emotional reassurance.

My Process:

• Conducted discovery interviews with migraine patients to uncover pain points beyond the clinical.

• Rapidly prototyped a conversational UI and AI-based tracking assistant.

• Ran moderated usability tests with patients to validate flow and functionality under real-world conditions.

• Collaborated cross-functionally with medical, engineering, and accessibility teams to ensure clinical safety and inclusive design.

Key Design Decisions:

• Replaced chatbot-style flow (which caused friction during attacks) with quick-entry symptom cards and one-tap logging.

• Introduced a dark mode and low-stim UI to accommodate light sensitivity.

• Designed AI-powered personas that provided personalized tips and encouragement based on user patterns.

• Added a progress timeline to help users visualize trends and feel a sense of control.

The Outcome:

• Increased daily symptom log completion by 32% after redesign

• Boosted retention over a 3-week period by 21%

• Featured internally at Pfizer as a benchmark for patient-centered digital health design

What I Learned:

Designing for health is about removing friction and amplifying empathy. Functionality matters — but in healthcare, timing, tone, and trust matter even more. Demy taught me how to balance medical utility with emotional design to support people when they’re at their most vulnerable.