Design system
Auto Genius ink, canvas, signal yellow, editorial type, strong negative space, square proof surfaces, and no decorative dealership imagery.
How the story was made
Proof, made physical.
The Other Half turns a 50/50 cohort into an interface you can move, read, and question.
Project premise
Speed builds trust. Trust drives conversion.
The creative system uses one split journey rather than a wall of dashboards. Calm proof sections follow the opening interaction, keeping the argument legible and the caveats near the claims they qualify.
Motion
The range-controlled reveal moves only a clipping boundary. Reduced-motion settings remove transitions without removing information or control.
Accessibility
Semantic landmarks, keyboard-native controls, visible focus, non-color labels, text alternatives for data, mobile targets, print views, and WCAG 2.2 AA contrast.
Performance
One optimized 68 KB hero image, system fonts, CSS choreography, no animation library, server-rendered proof, and a small client footprint.
Data story
Two source workbooks and the supplied CRO audit flow through a strict, deterministic importer. ASC actions are called leads. Private rooftop data stays behind expiring, scoped access.
Stack
TypeScript, React, vinext App Router, Cloudflare Workers, D1, Vitest, Playwright, and carefully scoped CSS.
Data version
mclarty-2dd042bd
Credits
Creative and engineering credits to be confirmed before submission.
Launch
Launch date to be confirmed.