01 / Context & Challenge

Onboarding in the pharmaceutical industry is notoriously complex. For a global corporation like Pfizer, with dozens of highly specialized teams involved in the drug development pipeline, it is a significant challenge for newcomers to navigate the distinct stages, roles, and day-to-day responsibilities across the organization.

02 / The Solution

We transformed this intricate onboarding process into an immersive, gamified WebAR experience. The product features two core interactive tracks: a career quiz that dynamically pairs interns with specialized AR characters, and a comprehensive five-stage drug development explorer filled with character encounters and detailed role dossiers.

03 / Engagement & Results

By consolidating all onboarding materials into a single immersive space, the gamified flow—complete with progress tracking, milestone animations, and the career quiz—makes the entire process effortless. It fundamentally simplifies a complex corporate hierarchy, ensuring high information retention and rapid orientation. The design's real-world impact was proven during launch, peaking at an impressive 90 active visits in a single day.