Turning dense biotech content into a visual story
A visualization-focused redesign of IntelGenx’s corporate website, turning text-heavy pages into a clear, scannable narrative for partners, investors, and patients.
Company
IntelGenx
Participation
UX UI
Tools
A biotech company developing oral film therapeutics across multiple therapeutic areas.
Too much dense text,
not enough guidance for users.
On the old site, visitors were greeted by long blocks of copy with no clear starting point, so it was hard to quickly see what was relevant to them.
Almost every key message was presented as compact paragraphs in a relatively small font size. There were very few visual anchors or section breaks to guide the eye.
All sections looked similar at a glance
Important concepts were easy to miss
understand what IntelGenx actually did
Understanding the Content
I read through every page, grouped related content, and mapped
what each audience needed to understand at a glance.
Read and map the content
Read through all pages and group the content by type.
Find the core concepts
Identify key concepts, processes, and categories that users need to understand.
Choose the right format
Decide what must stay as precise text and what can be turned into icons or diagrams.
Applying the System
to Key Pages
I transformed the highest-impact pages into visual narratives by reorganizing the content into scannable sections supported by icons and imagery.
Information Architecture
Structuring the key pages
On the most important pages, I first restructured the content before thinking about visuals. I grouped related information into clear sections and defined what each section should answer for the user.
Visual Communication
Turning text into visual entry points
After restructuring the content, I used icons and diagrams as visual entry points, so users could understand the main idea before reading the details. I was careful to add visuals only where they clarified the message, not just to decorate the page.
Content type
Product name
Product description
How product works
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Old format
Text
Paragraphs
Paragraphs
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New structured format
Text + Product image
Title + Paragraphs
Icons + Short text + Paragraphs
Before & After:
What Changed on Screen
The redesign doesn’t remove information. Instead, it restructures and visualizes it so that complex content feels more approachable and less overwhelming.
Small text, long paragraphs
Few visual anchors
No clear starting point for the eye
Headings, icons, and diagrams create strong visual entry points
Content is grouped into sections with clear hierarchy
Users can quickly spot what each page is about without reading every line
UI Design
Turning Structure into UI
Typography
Railway
Bold
Medium
Regular
Color
