{ "protocol_version": "2.0", "judge_id": "journey", "lens": "journey", "evidence_viewed": [ "evidence/asset-001.jpg", "evidence/asset-002.jpg", "evidence/asset-003.jpg", "evidence/asset-004.jpg", "evidence/asset-005.jpg", "evidence/asset-006.jpg", "evidence/asset-007.jpg", "evidence/asset-008.jpg", "evidence/asset-009.jpg", "evidence/asset-010.jpg", "evidence/asset-011.jpg", "evidence/asset-012.jpg", "evidence/asset-013.jpg", "evidence/asset-014.jpg", "evidence/asset-015.jpg", "evidence/asset-016.jpg", "evidence/asset-017.jpg", "evidence/asset-018.jpg", "evidence/asset-019.jpg", "evidence/asset-020.jpg", "evidence/asset-021.jpg", "evidence/asset-022.jpg", "evidence/asset-023.jpg", "evidence/asset-024.jpg", "evidence/asset-025.jpg", "evidence/asset-026.jpg", "evidence/asset-027.jpg", "evidence/asset-028.jpg", "evidence/asset-029.jpg", "evidence/asset-030.jpg", "evidence/asset-031.jpg", "evidence/asset-032.jpg", "evidence/asset-033.jpg", "evidence/asset-034.jpg", "evidence/asset-035.jpg", "evidence/asset-036.jpg", "evidence/asset-037.jpg", "evidence/asset-038.jpg", "evidence/asset-039.jpg", "evidence/asset-040.jpg", "evidence/asset-041.jpg", "evidence/asset-042.jpg", "evidence/asset-043.jpg", "evidence/asset-044.jpg", "evidence/asset-045.jpg", "evidence/asset-046.png", "evidence/asset-047.png", "evidence/asset-048.png", "evidence/asset-049.png", "evidence/asset-050.png", "evidence/asset-051.png", "evidence/asset-052.png", "evidence/asset-053.png", "evidence/asset-054.png", "evidence/asset-055.png", "evidence/asset-056.png", "evidence/asset-057.png", "evidence/asset-058.png", "evidence/asset-059.png", "evidence/asset-060.png", "evidence/asset-061.png", "evidence/asset-062.png", "evidence/asset-063.png", "evidence/asset-064.png", "evidence/asset-065.png", "evidence/asset-066.png", "evidence/asset-067.png", "evidence/asset-068.png", "evidence/asset-069.png", "evidence/asset-070.png", "evidence/asset-071.png", "evidence/asset-072.png" ], "interaction_receipts_viewed": [ "evidence/receipt-001.json" ], "page": { "scores": { "visual_craft": 8.8, "brand_distinctiveness": 8.5, "journey_flow": 8.1, "trust_proof": 8.6, "offer_clarity": 8.0, "mobile_usability": 8.7 }, "weighted_overall": 8.48, "dimension_evidence": { "visual_craft": { "strengths": [ { "observed": "Large product photography, restrained green and cream colors, contrasting italic typography, and consistent spacing establish a polished hierarchy on desktop and mobile.", "evidence": [ "evidence/asset-001.jpg", "evidence/asset-015.jpg", "evidence/asset-017.jpg", "evidence/asset-020.jpg", "evidence/asset-025.jpg" ], "confidence": "high" }, { "observed": "The capsule composition, lifestyle imagery, gallery information panels, and clearly grouped offer controls give different content types distinct visual treatments without losing coherence.", "evidence": [ "evidence/asset-004.jpg", "evidence/asset-016.jpg", "evidence/asset-038.jpg", "evidence/asset-043.jpg", "evidence/asset-045.jpg" ], "confidence": "high" } ], "weaknesses": [] }, "brand_distinctiveness": { "strengths": [ { "observed": "Prismatic packaging, glass and dark stone product staging, deep green backgrounds, and recurring serif emphasis create a recognizable visual identity.", "evidence": [ "evidence/asset-015.jpg", "evidence/asset-017.jpg", "evidence/asset-019.jpg", "evidence/asset-024.jpg", "evidence/asset-041.jpg" ], "confidence": "high" }, { "observed": "The verbal identity consistently emphasizes a simple daily routine and visible formula details, supported by ingredient quantities, label presentation, and batch-report information.", "evidence": [ "evidence/asset-004.jpg", "evidence/asset-009.jpg", "evidence/asset-018.jpg", "evidence/asset-034.jpg" ], "confidence": "high" } ], "weaknesses": [] }, "journey_flow": { "strengths": [ { "observed": "Early offer selection is supported by adjacent guarantee, refill, expectation, and batch-report links. Formula explanation, label details, routine guidance, social proof, FAQs, and a closing offer support subsequent evaluation.", "evidence": [ "evidence/asset-003.jpg", "evidence/asset-005.jpg", "evidence/asset-009.jpg", "evidence/asset-012.jpg", "evidence/asset-024.jpg", "evidence/asset-029.jpg" ], "confidence": "high" }, { "observed": "The receipt confirms inline expansion of science details and desktop reviews. Persistent purchase access appears further down the page, and the first and final footer links remain focusable and visibly reachable at the tested positions.", "evidence": [ "evidence/receipt-001.json", "evidence/asset-048.png", "evidence/asset-054.png", "evidence/asset-056.png", "evidence/asset-062.png", "evidence/asset-069.png" ], "confidence": "high" } ], "weaknesses": [ { "observed": "The social-proof sequence repeatedly introduces itself through the UGC heading, customer-review heading, oversized featured review, and another review heading before reaching FAQs.", "evidence": [ "evidence/asset-007.jpg", "evidence/asset-008.jpg", "evidence/asset-010.jpg", "evidence/asset-011.jpg", "evidence/asset-021.jpg", "evidence/asset-022.jpg" ], "confidence": "high" } ] }, "trust_proof": { "strengths": [ { "observed": "The label shows serving size, ingredient amounts, daily value, capsule material, and suggested use. The certificate presentation names a batch, laboratory, report date, and original-PDF affordance.", "evidence": [ "evidence/asset-006.jpg", "evidence/asset-018.jpg", "evidence/asset-026.jpg", "evidence/asset-034.jpg" ], "confidence": "high" }, { "observed": "Expanded explanations distinguish laboratory analysis from formulation input records and explicitly distinguish cited folate biology from clinical trials of this product.", "evidence": [ "evidence/asset-035.jpg", "evidence/asset-056.png", "evidence/asset-069.png" ], "confidence": "high" }, { "observed": "UGC includes readable handles and original-source affordances; written reviews include names, a dated featured review, and purchaser badges. Featured-review and community-video counts are presented with distinct scopes.", "evidence": [ "evidence/asset-008.jpg", "evidence/asset-010.jpg", "evidence/asset-022.jpg", "evidence/asset-031.jpg", "evidence/asset-032.jpg" ], "confidence": "high" } ], "weaknesses": [] }, "offer_clarity": { "strengths": [ { "observed": "The subscription selector states the free first bottle, $9.99 shipping, subsequent $50.99 charge every two months, and skip/pause/cancel flexibility. The alternate state clearly identifies $59.99 and no recurring orders.", "evidence": [ "evidence/asset-002.jpg", "evidence/asset-003.jpg", "evidence/asset-024.jpg", "evidence/asset-050.png", "evidence/asset-060.png" ], "confidence": "high" }, { "observed": "Tested purchase dialogs repeat the selected plan and its stated terms. The closing one-time selection also visibly updates the sticky price and action label.", "evidence": [ "evidence/receipt-001.json", "evidence/asset-046.png", "evidence/asset-047.png", "evidence/asset-053.png", "evidence/asset-060.png", "evidence/asset-061.png", "evidence/asset-067.png" ], "confidence": "high" } ], "weaknesses": [ { "observed": "The one-time offer and its resulting dialog state '+ shipping' without an amount or calculation explanation, leaving its delivered total unresolved in the supplied offer presentation.", "evidence": [ "evidence/asset-050.png", "evidence/asset-051.png", "evidence/asset-060.png", "evidence/asset-061.png" ], "confidence": "high" } ] }, "mobile_usability": { "strengths": [ { "observed": "The mobile layout preserves readable headlines, full-width purchase buttons, stacked plan choices, and clear content grouping at 390 pixels; the 360-pixel hero also fits its viewport.", "evidence": [ "evidence/asset-001.jpg", "evidence/asset-003.jpg", "evidence/asset-025.jpg", "evidence/asset-029.jpg", "evidence/asset-064.png" ], "confidence": "high" }, { "observed": "The measured mobile sticky rail occupies 60 of 844 pixels, is hidden and inert at the top, and is hidden while tested purchase dialogs are open. At maximum scroll, footer links and final footer text remain above the rail.", "evidence": [ "evidence/receipt-001.json", "evidence/asset-062.png", "evidence/asset-066.png", "evidence/asset-071.png", "evidence/asset-072.png" ], "confidence": "high" }, { "observed": "The mobile purchase dialog fits comfortably within the viewport, with readable terms and separate close controls; the receipt records focus moving to its close button.", "evidence": [ "evidence/receipt-001.json", "evidence/asset-061.png", "evidence/asset-065.png", "evidence/asset-067.png" ], "confidence": "high" } ], "weaknesses": [] } }, "cta_observations": [ { "id": "cta-hero-subscription", "trigger_observed": "Receipt-labelled hero subscription CTA clicked after explicit subscription selection at both tested viewports.", "destination": "non_purchase_dialog", "observed_result": "A review-only dialog opens, states $9.99 today and $50.99 every two months, and explicitly says no cart or checkout action is available. Focus moves to its close button.", "terms_at_decision": "clear", "evidence": [ "evidence/receipt-001.json", "evidence/asset-052.png", "evidence/asset-053.png", "evidence/asset-066.png", "evidence/asset-067.png" ], "confidence": "high" }, { "id": "cta-hero-one-time", "trigger_observed": "Hero one-time plan selected and its purchase CTA clicked at both tested viewports.", "destination": "non_purchase_dialog", "observed_result": "A review-only dialog states the selected one-time plan, $59.99 plus shipping, and no recurring orders. No cart or checkout is created.", "terms_at_decision": "clear", "evidence": [ "evidence/receipt-001.json", "evidence/asset-050.png", "evidence/asset-051.png", "evidence/asset-064.png", "evidence/asset-065.png" ], "confidence": "high" }, { "id": "cta-sticky-subscription", "trigger_observed": "Sticky CTA clicked after the scenario explicitly resets selection to subscription at both tested viewports.", "destination": "non_purchase_dialog", "observed_result": "The subscription review-only dialog opens and the sticky rail becomes hidden and inert. The scenario does not demonstrate a one-time plan being overwritten.", "terms_at_decision": "clear", "evidence": [ "evidence/receipt-001.json", "evidence/asset-058.png", "evidence/asset-059.png", "evidence/asset-071.png", "evidence/asset-072.png" ], "confidence": "high" }, { "id": "cta-closing-one-time", "trigger_observed": "Closing one-time plan selected and its purchase CTA clicked at both tested viewports.", "destination": "non_purchase_dialog", "observed_result": "The dialog repeats $59.99 plus shipping and no recurring orders, with no cart or checkout action. The preceding screenshots show the sticky rail matching the one-time selection.", "terms_at_decision": "clear", "evidence": [ "evidence/receipt-001.json", "evidence/asset-046.png", "evidence/asset-047.png", "evidence/asset-060.png", "evidence/asset-061.png" ], "confidence": "high" }, { "id": "cta-navigation-and-closing-subscription", "trigger_observed": "Header 'First bottle free', hero 'Choose your option', and closing subscription controls are visible; their individual click destinations are not identified by the receipt.", "destination": "unknown", "observed_result": "Visible affordances only. The receipt-labelled hero subscription purchase test is not treated as proof of these separate controls' destinations.", "terms_at_decision": "unknown", "evidence": [ "evidence/asset-001.jpg", "evidence/asset-015.jpg", "evidence/asset-024.jpg", "evidence/receipt-001.json" ], "confidence": "high" }, { "id": "cta-science-disclosure", "trigger_observed": "'The science behind the choice' clicked at both tested viewports.", "destination": "unknown", "observed_result": "Details expand inline, increasing document height and exposing explanatory text and NIH/CDC source links. This is an inline disclosure, not an observed purchase destination or dialog.", "terms_at_decision": "not_applicable", "evidence": [ "evidence/receipt-001.json", "evidence/asset-056.png", "evidence/asset-069.png" ], "confidence": "high" }, { "id": "cta-review-expansion", "trigger_observed": "Desktop review-pagination control clicked; the mobile control was recorded as hidden and was not clicked.", "destination": "unknown", "observed_result": "Desktop reviews expand into additional rows. Mobile review expansion or alternate navigation was not demonstrated.", "terms_at_decision": "not_applicable", "evidence": [ "evidence/receipt-001.json", "evidence/asset-054.png", "evidence/asset-055.png", "evidence/asset-068.png" ], "confidence": "high" }, { "id": "cta-proof-and-gallery", "trigger_observed": "Batch-report, original-PDF, report-search, label-zoom, gallery, UGC play/source, and carousel controls are visible.", "destination": "unknown", "observed_result": "Screenshots include certificate, gallery, and carousel states, but no neutral receipt records these controls' actions and results.", "terms_at_decision": "not_applicable", "evidence": [ "evidence/asset-018.jpg", "evidence/asset-026.jpg", "evidence/asset-032.jpg", "evidence/asset-034.jpg", "evidence/asset-035.jpg", "evidence/asset-036.jpg", "evidence/asset-040.jpg", "evidence/asset-045.jpg" ], "confidence": "high" }, { "id": "cta-help-and-information", "trigger_observed": "Formula, reviews, refill, expectation, guarantee, FAQ, contact, science-source, and footer links are visible. The receipt focuses the first and final footer links without activating them.", "destination": "unknown", "observed_result": "Footer focus and reachability are demonstrated; these links' click destinations and the remaining disclosures' behavior are not.", "terms_at_decision": "not_applicable", "evidence": [ "evidence/receipt-001.json", "evidence/asset-012.jpg", "evidence/asset-016.jpg", "evidence/asset-048.png", "evidence/asset-049.png", "evidence/asset-056.png", "evidence/asset-062.png", "evidence/asset-063.png" ], "confidence": "high" } ], "findings": [ { "id": "F-01", "primary_dimension": "journey_flow", "secondary_impacts": [], "observed": "The social-proof area uses successive introductory headings for community videos, customer reviews, a large featured review, and another customer-review collection before FAQs.", "evidence": [ "evidence/asset-007.jpg", "evidence/asset-008.jpg", "evidence/asset-010.jpg", "evidence/asset-011.jpg", "evidence/asset-021.jpg", "evidence/asset-022.jpg" ], "customer_consequence": "Repeated introductions add scrolling and slow access to practical questions after the shopper has already encountered substantial social proof.", "severity": "minor", "confidence": "high", "action": "Consolidate the written-review introduction and reduce the featured-review block's vertical footprint while retaining its attribution and the separate video format." }, { "id": "F-02", "primary_dimension": "offer_clarity", "secondary_impacts": [], "observed": "The one-time plan consistently displays $59.99 plus unspecified shipping, including inside the tested review-only dialog.", "evidence": [ "evidence/asset-050.png", "evidence/asset-051.png", "evidence/asset-060.png", "evidence/asset-061.png" ], "customer_consequence": "A shopper can compare product prices but cannot determine the one-time delivered total from the supplied offer.", "severity": "minor", "confidence": "high", "action": "State the one-time shipping amount, or explain where and how it is calculated beside the price. Preserve that explanation in the selected-plan summary." } ], "blockers": [], "optional_opportunities": [ { "id": "O-01", "primary_dimension": "journey_flow", "opportunity": "Add a lightweight mobile shortcut to the FAQ or offer details for shoppers who want practical answers before reading the extended story.", "evidence": [ "evidence/asset-001.jpg", "evidence/asset-012.jpg", "evidence/asset-029.jpg" ], "expected_benefit": "Provides a shorter evaluation route while preserving the existing editorial sequence.", "confidence": "medium", "action": "Consider a compact 'Questions' anchor near the initial offer's supporting links." }, { "id": "O-02", "primary_dimension": "mobile_usability", "opportunity": "Make written-review browsing more explicit on mobile.", "evidence": [ "evidence/asset-011.jpg", "evidence/asset-068.png", "evidence/receipt-001.json" ], "expected_benefit": "Clarifies how to explore the partially visible adjacent review when the desktop expansion control is hidden.", "confidence": "medium", "action": "Consider a short swipe cue or visible previous/next controls, and capture the resulting mobile interaction for verification." } ], "evidence_limitations": [ "Screenshots establish visible states, but only evidence/receipt-001.json establishes recorded interactions. Gallery changes, certificate opening/search, UGC playback, source links, most navigation links, and FAQ answers were not interaction-tested in that receipt.", "The receipt's scenarios are independent. Selected-plan continuity cannot be inferred across scenario IDs, and the sticky scenarios explicitly reset selection to subscription.", "Mobile review pagination was hidden and not clicked. The supplied evidence does not establish whether an alternate swipe route exposes further written reviews.", "The blank formula before-captures in evidence/asset-057.png and evidence/asset-070.png are followed by populated disclosure states. Their duration and repeatability are unknown; they do not establish a persistent rendering failure.", "The original certificate PDF, review authenticity, aggregate count accuracy, and external scientific sources were not independently verified.", "The 360-pixel evidence covers the initial hero only. Recorded interaction and footer-reachability tests cover 390x844 and 1440x900.", "The receipt identifies hero subscription purchase actions but does not separately identify the header button or the hero 'Choose your option' navigation control as clicked.", "One-time price and recurrence are explicit, but the shipping amount remains unspecified. No commercial commitment step is supplied to resolve that amount." ], "commercial_runtime_limitations": [ { "observed_scope": "All recorded hero purchase, sticky purchase, and closing one-time purchase actions terminate in an explicitly labelled review-only prototype dialog.", "evidence": [ "evidence/receipt-001.json", "evidence/asset-047.png", "evidence/asset-051.png", "evidence/asset-053.png", "evidence/asset-059.png", "evidence/asset-061.png", "evidence/asset-065.png", "evidence/asset-067.png", "evidence/asset-072.png" ], "consequence": "Selected-plan presentation and dialog behavior are demonstrated. Cart creation, checkout arrival, shipping calculation, payment, subscription creation, and completed commitment are not tested; absence of that runtime is treated as prototype scope." } ] } }