interview v3 · 2026-07-27 · functional · THREE ACTS — chapter-coached
The Interview · chapter coaching plates + crystal ball + Slack capture
Acts on every v2 reaction + the 07-27 design conversation. Greg's interstitial idea, sharpened to CHAPTER plates: three dark coaching moments (Act I The Business / Act II The Look / Act III The Road) — each says why we're asking, what we build with it, and shows proof (founder quote slots + the full infra strip: storefront, payments, books, billing, hosting, analytics, feedback loop, admin, AI partner). New CRYSTAL BALL stop (day-one reach, six-month gut number, how-people-pay chips — playful, non-binding). Capture adds doc-upload (mock), a compliance flag question, and the post-submit NEXT-STEPS card: brief copy in inbox → partners reply in one business day → "meet your assistant on Slack while we build" (Slack Connect, mocked). Relationship reframed: the ASSISTANT carries the relationship, "the partners" reply — no personal-Greg forwardness. Progress bar counts questions only (11); chapters are rhythm, not work. React to: the chapter plates, the crystal ball's register, and the Slack moment.
functional · desktop + mobile
18 reactable
interview v2 · 2026-07-26 · functional · THE KEY ONBOARDING SURFACE, in the engram
The Interview · "The Sitting" — underwriting spine + pick-the-picture
Full rebuild of the onboarding interview in the gallery-wall language. New spine per the front-door design: idea → THE FIELD (who else solves this — Greg: "do a better job up front" on differentiation) → YOUR EDGE (advantage-type chips + own words) → YOUR PEOPLE (distribution — the missing underwriting question) → personality (sliders gone, dials inferred) → live type specimens → PICK THE PICTURE (story-art palette capture: Hokusai/Van Gogh/Monet/Turner plates, each with a story + derived swatches — your business-DNA idea, running on the palette-provenance method) → imagery → the voice of THEIR assistant → love/never → playback as a museum placard with the deal stated plainly, human-verdict promise, and receipt-email capture. Lambert is a VOICE (no face — engram rule). [LIVE LAMBERT] tags mark the LLM moments the real build wires up. Walk the whole flow — every control works, skip is hidden on the three underwriting-required stops.
functional · desktop + mobile
14 reactable
deal v1 · 2026-07-26 · NEW PAGE — the missing load-bearing wall
The Deal, In Numbers · every dollar, ownership, and off-ramp on one page
ARP's User Advocate verdict: the page a founder forwards to the person who checks their decisions. Money timeline ($0 interview → $0 prototype (our investment) → $1,000 credited-or-returned at "go" → we carry every bill → the ~$150/mo revenue bar, clock from GO-LIVE per Decision F), the equity split as honest ranges (you 50–70% majority+CEO / us 30–50%, set per deal), who-keeps-what during & after (your idea leaves with you, always), the one plain-English founder agreement (ask-and-we-send via now-working hello@), and the underwriting honesty block. Gallery-wall language (v8 family). All numbers sourced from DECISIONS.md D/E/F — nothing invented. React to: the timeline form, the ranges-not-vagueness split, and whether the off-ramp row defuses the burned-founder fear.
desktop + mobile
10 reactable
v8 · 2026-07-26 · THE GALLERY WALL — acts on all 11 v7 reactions
Studio Homepage · Gallery-blue field, iron-blue accent, Fraunces, shorter
Color rethink from the painting per Greg's ask: page field is gallery-wall blue (#dfe4ee, lifted from Turner's sky — the blue museums paint walls so warm frames glow), working accent is iron-blue (#3f5470), rust demoted to the founder's color in diagrams only. Besley out — Fraunces display (the UITL brand face) + Newsreader + Plex Mono. Page is SHORTER (conversion-first): painting off the hero (origin story gets its own page — captured 2026-07-26), testimonials cut, provenance section cut. Hero now says what the name means (real input, never theater). Differentiation ledger goes deeper: feedback loop, marketing engine, GEO, paid reach, enterprise scaffolding, the two operators ($2.5B/$4B, employers genericized). AI section reframed as "AI tools backed by 100 years of operating experience." Straight route line, full-width disclaimer, talk-to-Greg&Pierce human path, footer legal + Founder Agreement placeholders. React to: the blue field vs v7's parchment, Fraunces vs Besley, and the shorter structure.
desktop + mobile
17 reactable
v7 · 2026-07-26 · THE NEW DESIGN LANGUAGE — style tile #1
Studio Homepage · The Hare and the Train (Turner engram)
v6's approved copy re-clothed in the new studio design language: palette derived from Turner's Rain, Steam and Speed (parchment, iron, mist, one fired-iron accent), Besley display (the 1845 railway-poster slab) + Newsreader body + Plex Mono ledger labels. Asymmetric 60/40 layouts, hairline rules instead of shadow cards, the journey as a ROUTE MAP, proof wall as MUSEUM PLATES with placards, the machine as an engineering LEDGER, the iceberg as an engraved plate, Lambert as an understated engraved mark (emoji gone), and the Turner provenance story as a museum caption near the footer. Out-of-the-mist reveal motion. React to the DIRECTION: fonts, colors, and whether the museum/railway register lands.
desktop + mobile
20 reactable
interview v1 · 2026-07-15 · functional
Onboarding · Lambert's design interview
The first real product surface — a working, clickable version of Lambert's show-don't-ask design interview (ported from Franny's /admin/design-interview). Eight sections, one at a time (P9): your business in a sentence (with a kind differentiation nudge), personality chips, five trade-off sliders, live-rendered TYPE directions, color PALETTES, IMAGERY (with the illustration cost note), a 3-scenario VOICE picker, and inspiration. The mandatory "I don't love any of these" escape is on type/palette/imagery. It outputs a synthesized DESIGN BRIEF (direction line, signal table, confirmed do's, owed round-2 explorations, voice adoptions) that drives the free prototype. All controls are real buttons/inputs (reactor-safe). React to the flow, Lambert's voice, and the brief.
functional · desktop + mobile
13 reactable
v3 · 2026-07-15 · pitch reframe
Studio Homepage · You own the product. We run the rest.
v3 acts on Greg's v2 reactions. The core pitch is corrected: you OWN the product and your customers; we build and run everything else (not "the whole business"). The proprietary FEEDBACK LOOP is promoted to a hero band as the special sauce — we capture what real users respond to and fold it back into the site (literally "user in the loop"). The free prototype gets a real 3-step explainer instead of a one-line tag. Lambert is framed as "your Alfred" (Batman callout in the deal). Copy plainer throughout. Proof wall trimmed to four genuinely-live businesses (Franny's, DubbleBooked, Quantato, Signalwyze) — Burg & Lantz pulled until its rebuilt homepage is presentable (currently a stub). Same warm design system as v2. React to the new hero, the special-sauce band, and the prototype explainer.
desktop + mobile
15 reactable
v2 · 2026-07-14 · design rethink
Studio Homepage · Warm founder-studio direction
Full homepage in a NEW design direction — drops the shared editorial/newspaper template for a warm, confident founder-studio look (Bricolage Grotesque display, ivory + terracotta + deep-green palette, soft rounded cards). Sections: hero + trusted-by strip, the you-bring/we-bring deal, the PROOF WALL (five live UITL businesses — Franny's, DubbleBooked, Burg & Lantz, Quantato, Signalwyze — in browser frames with real screenshots), the 5-step journey, the enterprise machine in plain English, testimonials (SAMPLE quotes — real ones to be collected from Lauren/Geoff), the equity split + honest-part block, and Meet Lambert. React to the DIRECTION and the proof wall first.
desktop + mobile
16 reactable
v1 · 2026-07-14
Studio Offer · "You be the CEO. We run the business."
Strawman offer page for the studio pivot: a person brings the idea + the first customers, we co-found and run the entire back end (site, payments, books, hosting, analytics, insurance, an AI partner named Lambert). Reflects the locked decisions — co-owned JV via staged formalization (E) and the equity-heavy "real co-founder" deal where the Creator keeps the majority + the CEO chair and we carry every bill (D). Sections: the deal, you-bring/we-bring split, the enterprise machine translated to plain English, the 5-step journey (ending in "we get married" at month 3), the equity split bar, a dark "honest part" block (skin-in-game, you bring customers, the 3-month clock, no chatbots-in-trench-coats), and Meet Lambert. Deliberate v1 — react hard.
desktop + mobile
11 reactable