Booth Exhibition

At the 2024 AAD Conference with over 19,800 attendees, we launched Litfulo, the first FDA-approved oral treatment for severe alopecia areata in adults and adolescents, through a multi-touchpoint, service-driven booth experience. By integrating physical space, digital interaction, educational panels, and post-conference follow-ups, we designed a cohesive service journey that empowered dermatologists with the clarity and confidence to prescribe Litfulo.

The initiative accelerated awareness, drove early adoption, and positioned Litfulo as a differentiated offering in a crowded dermatological market.

Success Metrics

Defined and tracked KPIs across three critical service touchpoints:

Booth Engagement Rate

Goal: Maximize visibility and initial interaction with the Litfulo booth among total AAD attendees.
Metric: Total attendees who visited and interacted with the booth.
Tools: Geofencing technology, time-lapse video analytics, badge scans.

Experience Participation

Goal: Drive full engagement across all three AR experiences and increase educational exposure via on-site panels.
Metric: Total number of HCPs who completed all AR experiences or participated in live panels.
Tools: Device-triggered tracking, session completion rates, attendance logs, AR platform analytics.

Post-Engagement

Goal: Generate qualified interest in Litfulo prescribing behavior and follow-up engagement.
Metric: Engagement of HCPs who scanned a QR code, signed up for sales rep follow-up, or took branded leave-behinds.
Tools: QR code analytics, sign-up forms, rep interest capture forms, detail aid tracking.

Main Litfulo Booth side at AAD 2024

Pfizer Main Entry Litfulo Booth right side at AAD 2024

Design Opportunity

User Problem

  • Many dermatologists were previously prescribing Olumiant and were only recently introduced to Litfulo.

  • While familiar with JAK inhibitors, they were seeking deeper understanding of Litfulo’s clinical data, safety profile, and ideal patient types. Without clear, compelling education, confidence to prescribe remained low.

Business Problem

  • As the first FDA-approved oral treatment for alopecia areata in both adults and adolescents, Litfulo required strong differentiation and early prescriber adoption.

  • An immersive, data-rich booth experience was critical to establish credibility and capture interest at launch. Without strategic engagement, Pfizer risked losing early momentum and competitive advantage.

Team Structure & Collaboration

Booth experiences at this scale rely on a vast network of collaborators across strategy, design, creative, technology, and production. As UX Lead, I guided experience strategy and delivery in close partnership with our core team, while navigating cross-functional input from internal departments, external vendors, and client-side leadership.

Core Team

  • UX Lead - (my role)

  • Sr. Product Designer

  • Product Designer

  • UX Architecture

  • VP Account

  • Project Manager

  • Art Director

  • Copywriter

Supporting Team

  • VP Emerging Technology

  • Jr. Product Designer

  • Jr. UX Architecture

  • Technology Production Teams

Key Stakeholders

  • Client - Pfizer

  • SVP Account

  • SVP Creative Director

  • SVP CD Copywriter

  • Additional Creative Leadership

Key Decisions & Process

Immersive AR Experiences Driving Clinical Engagement

While the team consistently delivered high-quality work, a recurring challenge was being brought in late to the process—often after timelines were set and direction established. Despite limited runway, lack of early involvement, and minimal time for iteration, the team successfully produced three immersive AR experiences that met both creative and business objectives.

Common booth production challenges included:

  • Limited design input during early concepting, leading to compressed timelines

  • Increased labor hours due to rebuilding assets for digital interactivity

  • Missed opportunities for innovation, with few chances to explore alternate concepts

  • Accessibility and inclusivity considerations

As a design leader, I focused on mitigating these risks by advocating for earlier team involvement, aligning cross-functional priorities, and ensuring delivery remained strategic—not just reactive. My role was to remove blockers, guide decision-making, and protect the team’s ability to deliver high-impact work under pressure.

Virtual Exam

Users could interact with a 360-degree view of an alopecia areata patient, enabling them to explore varying severity levels and gain deeper insight into patient symptoms. This interactive touchpoint helped drive clinical understanding and reinforced Litfulo’s relevance across a broader range of patient profiles.

Wireframes of Virtual Exam

Prototype of Virtual Exam

Layouts of Virtual Exam

Before & After Treatment with Litfulo Images

Users engaged with interactive before-and-after patient imagery, allowing them to explore different scalp angles and visualize hair regrowth over time with Litfulo treatment. This experience reinforced clinical efficacy and supported stronger prescriber confidence.

Wireframes of Before & After Treatment

Layout of Before & After Treatment

Selfie Wall

Users could select on of the customized a backgrounds, take a selfie, and share it to the large exhibition wall or print a takeaway. This interactive feature increased dwell time, drove social engagement, and extended brand visibility beyond the booth experience.

Wireframes for Selfie Wall Experience

Layouts for Selfie Wall Experience

Learnings

Early Design Involvement Drives Efficiency


Late-stage engagement led to duplicated effort and missed innovation opportunities. Advocating for earlier design input is essential to reducing rework, enabling cross-functional clarity, and optimizing team output.

Small Interactions Create Big Brand Lift


Features like the Selfie Wall extended brand engagement beyond the booth, driving dwell time, shareability, and visibility—helping reinforce Litfulo’s emotional and clinical value.

Immersive Storytelling & Connection


Hands-on AR experiences, like the Virtual Exam and Before & After interactions, proved effective in deepening HCP understanding and increasing confidence in prescribing Litfulo.

Scaling Impact Through Design Leadership


In a strategic leadership role, I aligned cross-functional teams, prioritized high-impact ideas, and created the conditions for exceptional work, delivering strong results without direct execution.

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