From Podcast to Platform: Crafting Huberman Lab's Digital Home in Webflow

Services

• UI Design
• White-Glove WordPress to Webflow CMS Migration
• Webflow Development
• Webflow Training
• Supercast Integration
• Algolia Integration
• Custom Code
• Web Apps in Webflow
• E-commerce Strategy

Intro Summary

Dr. Andrew Huberman is a tenured professor of neurobiology at Stanford. He's earned global recognition for his research on brain development, neural plasticity, and health optimization.

In 2021, he launched the Huberman Lab Podcast, delivering evidence-based tools to millions of listeners across the world. Since launch, the show has consistently ranked among the Top 15 podcasts globally, often claiming the #1 spot in Science, Education, and Health & Fitness categories across Apple, Spotify, and YouTube.

By late 2022, the Huberman Lab team had a bold new vision: to evolve hubermanlab.com into the definitive hub for all things related to Andrew’s work — a place where science-backed content could be searched, explored, and accessed by everyone, anywhere.

That’s when they reached out to 8020 and DoubleUp.

The Challenge: Crafting the Ultimate Health Hub

Diving into the project, we joined forces with DoubleUp to decode the DNA of Huberman Lab's website. Their ambition was to become the #1 platform to offer free science-backed information and tools to the public, and of course, this mission had to echo through their website.

Our goal was clear: transform HubermanLab.com into the ultimate destination for reliable health information.While the original website allowed users to browse episodes chronologically, it lacked:

• Robust search functionality
• Structured, topic-driven content discovery
• Optimized UX for email capture and Premium subscriptions

The broader goal was to create a centralized, scalable knowledge hub, capable of housing hundreds of podcast episodes, newsletters, and exclusive content — while supporting Huberman Lab’s long-term goal of making science-based tools freely accessible at scale.

Discovery and Strategy

We kicked off the project by working closely with the DoubleUp team to map and structure the entire Huberman Lab content library — an ambitious undertaking that included:

• 150+ podcast episodes
• 300+ hours of long-form content
• 4,000+ timestamped highlights
• 22 Topics and 90+ Subtopics
• Dozens of Q&As, AMA sessions, and newsletters
  

We created a custom Airtable content engine to store and organize this body of work — syncing it with Webflow via Whalesync and integrating with Algolia to power a precise, dynamic search experience.

The Intersection of Aesthetics and Functionality

Our design strategy was guided by a core principle from the Huberman Lab team: science should be accessible to everyone — not just academics or health experts. This belief led us to create a site that feels approachable, intuitive, and elegant — without sacrificing rigor or depth.

Have you ever felt lost in a sea of articles? Us too. With 100+ content pieces on the Huberman Lab's website, the challenge was to make the information not only accessible but discoverable.

The team at DoubleUp sought a solution - the need to categorize the content. This led to an in-depth analysis of all of the existing resources, and they came up with the idea of creating Topics Pages. Some examples of topics include Sleep Hygiene, Balanced Nutrition, Fertility, and more. These pages would feature all the content pieces related to that Topic.

The introduction of Topics Pages to the website brought order to the vast reservoir of knowledge available on the site. On each of the Topic Pages, the user can even visualize Subtopics! This adds an extra layer of segmentation that helps users find what they're looking for and tailor their experience to their unique interests.

Key design outcomes included:

• A flexible design system built for scale
• A topic-first content architecture
• A redesigned homepage with clear entry points for new and returning visitors
• Tasteful, non-intrusive CTAs aligned with the team’s trust-driven brand

The Backbone: Migration and Development

As the designs took shape, a parallel track was unfolding; our developers at 8020 were leading a complex migration process – transferring content from WordPress to Webflow.

Migration from WordPress to Webflow demanded meticulous planning and execution. Our developer's diligent efforts ensured a seamless transition, preserving data integrity and functionality.

8020 led the full migration from WordPress to Webflow, ensuring content fidelity, SEO performance, and scalability.

Key highlights:

• Integrated Algolia for best-in-class search and filtering
• Built a fully dynamic CMS architecture using Webflow + Airtable + Whalesync
• Developed a responsive frontend optimized for performance across all devices
• Created workflows for syncing future content with minimal manual effort
  

We also optimized every element of the email signup flow, introducing a lead magnet ("Huberman Lab Daily Blueprint") to improve conversions without compromising user trust.

However, the heart of the project resided in Algolia, a dynamic search integration. Algolia provides a set of tools to streamline the process of creating an engaging search experience. Its search interface can feature a search bar, filters, endless scrolling, smart query tips, sorting options, and much more.

While Huberman Lab's previous search experience was good, we knew it could be exceptional. This integration with Algolia completely streamlined content retrieval for Huberman Lab's site —  from helping users quickly retrieve information to even fetching specific timestamps for audio and video content.

Now, with the search functionality fully optimized, the new website offers users precise access to content — be it podcasts, transcripts, or YouTube videos. Algolia's dynamic capabilities, coupled with our team's technical skills, make content retrieval super easy for their team. 

Building a Premium Experience

The Huberman Lab's site offers an exclusive premium subscriber plan, unlocking a realm of benefits. Subscribers can gain access to direct interactions with Dr. Huberman, exclusive bonus content such as AMA episodes and Quantal clips, and comprehensive episode transcripts.

As the pieces fell into place, the Huberman Lab team expressed their desire to have all of their resources in one place. The latter included their Premium content for paid subscribers. At that moment, the premium user had to go out of the hubermanlab.com and enjoy the content in Supercast.

The puzzle was complex: How could we partner with Supercast to offer a seamless experience for the premium subscribers? Previously, users had to leave the site to sign up for Huberman Lab Premium via a third-party Supercast page. We fully integrated that experience into the new site by:

• Designing and building a seamless Premium dashboard
• Enabling direct login and access to bonus content, AMAs, and exclusive transcripts
• Streamlining account management while preserving the existing Supercast back-end
  

We also built systems to enable future product releases — including e-commerce workflows for merch drops, Shopify integration, Supercast discount codes, and 3PL fulfillment.

Enhancing Discoverability

Have you ever felt lost in a sea of articles? Us too. With 100+ content pieces on the Huberman Lab's website, the challenge was to make the information not only accessible but discoverable.

The team at DoubleUp sought a solution - the need to categorize the content. This led to an in-depth analysis of all of the existing resources, and they came up with the idea of creating Topics Pages. Some examples of topics include Sleep Hygiene, Balanced Nutrition, Fertility, and more. These pages would feature all the content pieces related to that Topic.

The introduction of Topics Pages to the website brought order to the vast reservoir of knowledge available on the site. On each of the Topic Pages, the user can even visualize Subtopics! This adds an extra layer of segmentation that helps users find what they're looking for and tailor their experience to their unique interests.

E-commerce and Digital Retail Strategy

But, hey! That's not all. In parallel with revolutionizing HubermanLab.com, 8020 embarked on a comprehensive e-commerce strategy to help the Huberman Lab's team with their upcoming merch drop.

8020's involvement extended to devising workflows and automations that seamlessly integrated Supercast and Shopify into the website, strategically aligning with their growth ambitions —  including generating dynamic discount codes for subscriber-exclusive merchandise!

Additionally, we redesigned the entire Shop experience from the ground up — creating new layouts and interactions in Figma, then bringing them to life in Shopify. Alongside this, we facilitated integrations with the chosen 3PL provider, tax logistics software, and customer support systems, streamlining operations and elevating the customer experience. By unifying design finesse, functional prowess, and strategic e-commerce insight, 8020 delivered an immersive digital landscape that not only disseminated knowledge but also offered a seamless and modern shopping experience.

Beyond Expectations: A Healthy Website

As the finish line neared, quality assurance became paramount. Rigorous testing fine-tuned every element, from features to integration, ensuring a seamless experience at a pixel level.

The Huberman Lab team feedback was a valuable touchstone and added the finishing brushstrokes to an exceptional user journey. Through this iterative process, we created a website that was more than a digital platform; it was a gateway to science, discovery, and engagement.

Results

1. Conversion Uplift
   • 100%+ increase in average email signups per week
   • 100%+ increase in Premium Membership sale
   • 100%+ increase in daily content searches

2. Platform Growth
   • Over 4,000 timestamped clips indexed and searchable
   • 300+ hours of podcast content made easily discoverable
   • 22 Topics and 90+ Subtopics organized into a scalable framework
     

3. Supporting Scientific Research
   • Through Premium memberships — and a dollar-for-dollar match by The Tiny Foundation — Huberman Lab has contributed $500,000+ to scientific research in the first year alone.

Huberman Lab’s transformation was more than just a website refresh — it was a true team effort. Strategy, design, and development came together seamlessly to bring the vision to life. The result? A go-to destination for science-based knowledge and a great example of what’s possible when collaboration and clarity drive the process.

As a small team with uncompromising standards for quality, we're inherently cautious about the partners we work with. It's not easy to meet our level of expectation — much less exceed it. 8020 not only met our standards but exceeded them in every aspect.
‍
— Dr. Andrew Huberman

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