← The workTonic engagement

Lonza small-molecules decision tree

Lonza's small-molecule services were hard to navigate for its sales teams and clients; the information was scattered across pages.

Tonic engagement: Lonza was Tonic's client.

His role

  • StatedTitled Project Director. Concept, wireframes and coordination of the design and development teams.

Team context

  • AttributedHis first-hand account: "the design team skilfully transformed my wireframes" and the agency's development team chose the framework; he ran daily stand-ups with the development teams.

His contribution

  • StatedThe concept: a navigable 3D decision tree drawing on Lonza's own molecular motif and NASA's interactive microsites.
  • StatedRestructuring the product information as a hierarchy that could be explored, and wireframes tested with members of the sales team.

Decisions and trade-offs

  • StatedA deliberately unconventional interface (molecular 3D navigation) over a conventional page layout, then tested with the people who would use it.

What was delivered

  • AttributedAngular front-end (hosted by Lonza), Strapi on AWS (hosted by the agency), Three.js for the 3D navigation. Live on lonza.com.

What is documented

  • UnknownNo outcome, metric or business result is documented for this work.

What this demonstrates

  • InferenceTreating a content problem as an information-structure problem, and choosing a reasonable extreme over the default.
Live ↗Fullest account: leantonio.me/projects/lonza

Part of the Tonic partnership.

Each line is labelled by the evidence behind it. Documented: checkable in code, a live product or a primary artefact. Stated: his own account. Attributed: a wider team's or client's. Inference: a reading of the evidence, not a fact. Unknown: not established. No outcome or metric is documented for any of this work. The same record is published for AI assistants at /llms-full.txt.