Persona-led research, a 40-component design system, and a Figma-to-Webflow build the client can maintain.
Lucent had a credible clinical pipeline and a site that buried it. Investors could not find stage or timeline. Clinical partners could not find the science. Prospective hires could not find a reason to apply. Everything lived at the same level of hierarchy, and the pipeline table had not been updated in nine months because updating it required a developer.
“We send investors a PDF because the site does not answer their questions.”
I interviewed five stakeholders across science, commercial and leadership, then audited twelve comparable biopharma sites for how they structured pipeline and evidence. The audit gave me a vocabulary the sector already understands; the interviews told me which questions each audience arrives with.
What stage, what timeline, what is de-risked.
Mechanism, published evidence, who to contact.
What it is like here, and what I would work on.
Each persona got an entry route and a clear next step. The pipeline became the site's spine: one component, three densities, driven by CMS fields the science team owns. Typography carries the seriousness: one accent colour, no stock laboratory photography, no gradients over data.
Pipeline as a CMS collection: stage, indication, modality, last reviewed date.
Evidence blocks cite the paper inline, so claims are checkable without leaving the page.
Contrast and focus states audited to WCAG AA before build, not after.
The interesting problem was keeping the design file and the built site legible to each other over time. Every Figma component variant maps one-to-one onto a Webflow combo class, with the same naming on both sides. Two client seats were migrated with a written maintenance doc, so editors can add a trial or a paper without opening a support ticket.
The site now answers each audience's first question above the fold, and the pipeline has been updated by the science team every month since launch.
