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WDS Presentation Page - Content Strategy

Purpose: Define messaging strategy, tone, and content boundaries for the WDS Presentation landing page.

Target Persona: Stina the Strategist (Primary)
Secondary Personas: Lars the Leader, Felix the Full-Stack

Strategic Content Principles

1. AI as Co-Pilot, Not Replacement

Messaging:

  • Position AI agents as collaborative tools that enhance designer expertise
  • Emphasize "strategic leader" role for designers
  • Use "co-pilot" language consistently

Why:

  • Addresses Stina's fear of being replaced by AI
  • Elevates her role rather than threatening it
  • Builds confidence in AI adoption

Examples:

  • ✅ "Design with AI co-pilots"
  • ✅ "AI agents that amplify your expertise"
  • ❌ "AI does the design for you"
  • ❌ "Replace manual design work"

2. Empowering, Not Easy

Messaging:

  • Acknowledge the learning curve honestly
  • Emphasize capability-building over simplicity
  • Use language like "empowering," "strategic," "professional"

Why:

  • Stina is skeptical of "easy" promises (been burned before)
  • WDS genuinely requires skill and thoughtfulness
  • Respect for expertise builds trust

Examples:

  • ✅ "Build professional design specifications"
  • ✅ "Master strategic UX methodology"
  • ❌ "Easy to use"
  • ❌ "Anyone can design"
  • ❌ "No experience needed"

3. Free as Generosity, Not Cheap

Messaging:

  • Mention "free" but don't overemphasize it
  • Focus on value and capability, price is secondary
  • GitHub open-source positioning builds credibility

Why:

  • Over-emphasizing "free" can devalue the methodology
  • Stina values quality over price
  • Open-source = transparency, not "cheap"

Examples:

  • ✅ "Available on GitHub"
  • ✅ "Open-source methodology"
  • ⚠️ "Free forever" (OK but don't lead with it)
  • ❌ "Free because we can't charge for this"
  • ❌ "Get it for free before we start charging"

4. Show Outcomes, Not Features

Messaging:

  • Lead with what designers can CREATE (deliverables)
  • Show tangible artifacts (PRDs, specs, prototypes)
  • Link to GitHub examples

Why:

  • Stina needs to see concrete value quickly
  • Deliverables prove this isn't vaporware
  • Real examples build confidence

Examples:

  • ✅ "Create professional Product Briefs"
  • ✅ "Generate interactive prototypes"
  • ❌ "Has 8 different agents"
  • ❌ "Includes many templates"

Section-Specific Strategy

Hero Section

Primary Goal: Emotional connection + immediate value proposition

Content Strategy:

  • Battle Cry First - Lead with emotional transformation
  • Illustration Shows Designer - Stina sees herself in the tool
  • Single CTA - One clear action (GitHub)
  • Blue Background - Professional, brand-consistent

Messaging Focus:

  • Design methodology, not just software
  • Strategic leadership role
  • Creative empowerment

Psychology:

  • Addresses Fear: "Being replaced" → Shows designer in control
  • Triggers Want: "Be strategic expert" → Methodology focus

Benefits Section

Primary Goal: Quick differentiation from Figma/standard tools

Content Strategy:

  • 3 key differentiators only (not overwhelming)
  • Each benefit = problem solved + outcome delivered
  • Visual icons to aid scanning

Messaging Focus:

  • What makes WDS DIFFERENT (not better)
  • Problems other tools don't solve
  • Designer + AI collaboration model

Psychology:

  • Addresses Fear: "Wasting time" → Shows specific value
  • Triggers Want: "Make real impact" → Business outcomes

Capabilities Section (Right Column)

Primary Goal: Show tangible outputs and build confidence

Content Strategy:

  • 8 phases presented as capabilities
  • Each = Action verb + Outcome + GitHub link
  • 4 lines max per capability (scannable)
  • Deliverable clearly marked

Messaging Focus:

  • WHAT you create (not how it works)
  • Complete workflow visibility
  • Professional artifacts

Psychology:

  • Addresses Fear: "Too complex for me" → Broken into clear steps
  • Triggers Want: "See complete picture" → Full workflow

See detailed capability descriptions in: Capability Messaging

Testimonials Section

Primary Goal: Build trust through social proof

Content Strategy:

  • Real people (eventually) with real results
  • Focus on transformation, not features
  • Include persona-specific testimonials

Messaging Focus:

  • Before/after emotional states
  • Specific outcomes achieved
  • Credible, authentic voices

Psychology:

  • Addresses Fear: "This won't work for me" → Others succeeded
  • Triggers Want: "Be recognized" → Social validation

CTA Section

Primary Goal: Remove barriers to action

Content Strategy:

  • Clear next step (GitHub or Course)
  • Low commitment language
  • Emphasize exploratory, risk-free approach

Messaging Focus:

  • Invitation, not pressure
  • Multiple entry points (browse, learn, try)
  • Open-source transparency

Psychology:

  • Addresses Fear: "Being locked in" → Can explore freely
  • Triggers Want: "Learn confidently" → Safe exploration

Content Boundaries (WHAT NOT TO DO)

Don't Lead with Technical Details

Avoid upfront:

  • IDE requirements (Cursor)
  • Text-based workflows
  • Terminal/command line mentions
  • Technical architecture

Why:

  • Too intimidating for Stina initially
  • Save technical details for "Getting Started"
  • Focus on outcomes first, mechanics later

When to introduce:

  • After emotional connection established
  • In "How It Works" or "Getting Started" section
  • With supportive, educational framing

Don't Use "Easy" or "Simple" Language

Avoid:

  • "Easy to use"
  • "Simple design tool"
  • "No learning curve"
  • "Anyone can do it"

Use instead:

  • "Empowering"
  • "Strategic"
  • "Professional"
  • "Systematic"

Why:

  • WDS genuinely requires skill
  • Stina is skeptical of false promises
  • Respect for expertise builds trust

Don't Show Code/Terminal Screenshots

Avoid upfront:

  • Terminal windows
  • Code syntax
  • File system screenshots
  • Technical editor views

Show instead:

  • Finished deliverables (specs, PRDs)
  • Visual outputs (prototypes, diagrams)
  • Designer-agent conversation flows
  • Beautiful page examples

Why:

  • Code looks intimidating
  • Focus on outputs, not inputs
  • Visual outcomes are more compelling

Don't Use Multiple CTAs

Avoid:

  • Multiple buttons in hero
  • Competing calls to action
  • "Try now" + "Learn more" + "Sign up"

Use instead:

  • One primary CTA per section
  • Clear hierarchy (primary vs. secondary)
  • Consistent action across sections

Why:

  • Multiple CTAs create decision paralysis
  • Stina needs clear path forward
  • Reduces cognitive load

Don't Use Comparison Language

Avoid:

  • "Better than Figma"
  • "Replace your design tools"
  • "Unlike other UX tools"
  • Competitor name-dropping

Use instead:

  • "Different approach"
  • "Complements your existing tools"
  • "Text-based design methodology"
  • Focus on what WDS DOES, not what others don't

Why:

  • Creates defensiveness (Stina probably uses Figma)
  • Comparison feels aggressive
  • WDS is additive, not replacement

Don't Use Aggressive AI Replacement Messaging

Avoid:

  • "AI does the design work"
  • "Replace your design team"
  • "Automated UX design"
  • "AI-first workflow"

Use instead:

  • "AI co-pilots"
  • "AI-assisted design"
  • "Collaborative agents"
  • "AI amplifies your expertise"

Why:

  • Threatens designer identity
  • Stina fears being replaced
  • Co-pilot framing reduces anxiety

Don't Overemphasize "Free"

Avoid:

  • "Free forever!" as headline
  • "No credit card required" everywhere
  • Price comparison tables
  • "Get it free before we charge"

Use instead:

  • "Available on GitHub"
  • "Open-source methodology"
  • Mention free once, move on
  • Focus on value, not price

Why:

  • Over-emphasizing free devalues the work
  • Stina values quality over price
  • Free can signal "cheap" or "unfinished"

Capability Messaging

[This section contains the detailed messaging for the 8 WDS capabilities/phases]

Phase 1: Win Client Buy-In

Headline: "Win Client Buy-In"

Description:

Present your vision in business language that stakeholders understand. Get everyone 
aligned on goals, budget, and commitment before you start. Stop projects from dying 
in "maybe" meetings. Saga helps you articulate value and create professional agreements.

Deliverable: "→ Pitch & Service Agreement"

Psychology:

  • Problem: Projects stuck in "maybe" limbo
  • Outcome: Commitment and alignment
  • Agent Help: Saga translates design vision to business language

Phase 2: Define Your Project

Headline: "Define Your Project"

Description:

Get crystal clear on what you're building, who it's for, and why it matters. Create a 
strategic foundation that guides every design decision. No more scope creep or confused 
teams. This brief becomes your north star when things get messy.

Deliverable: "→ Product Brief"

Psychology:

  • Problem: Scope creep, confusion
  • Outcome: Strategic clarity
  • Agent Help: Structured questioning process

Phase 3: Map Business Goals to User Needs

Headline: "Map Business Goals to User Needs"

Description:

Connect what the business wants to what users actually need. Identify the emotional 
triggers and pain points that make your design work. Stop guessing and start designing 
with psychological insight. Cascade helps you create personas grounded in real driving forces.

Deliverable: "→ Trigger Map & Personas"

Psychology:

  • Problem: Designing by guesswork
  • Outcome: Psychological insight
  • Agent Help: Cascade guides trigger mapping

Phase 4: Architect the Platform

Headline: "Architect the Platform"

Description:

Define the technical foundation, data structure, and system architecture. Make smart 
decisions about what to build and how it fits together. Bridge the gap between design 
vision and technical reality. Idunn helps you think through the platform without getting lost in code.

Deliverable: "→ Platform PRD & Architecture"

Psychology:

  • Problem: Design-dev disconnect
  • Outcome: Technical clarity without coding
  • Agent Help: Idunn translates design to technical specs

Phase 5: Design the Experience

Headline: "Design the Experience"

Description:

Turn sketches into complete specifications with interactive prototypes. Capture not 
just WHAT it looks like, but WHY you designed it that way. Preserve your design intent 
from concept to code. Freyja helps you create specifications that developers actually understand and respect.

Deliverable: "→ Page Specs & Prototypes"

Psychology:

  • Problem: Design intent lost in handoff
  • Outcome: Specifications developers respect
  • Agent Help: Freyja captures WHY, not just WHAT

Phase 6: Build Your Design System

Headline: "Build Your Design System"

Description:

Extract reusable components, patterns, and design tokens from your pages. Create 
consistency across your entire product without starting from scratch every time. Scale 
your design decisions efficiently. Stop reinventing buttons and start building systems.

Deliverable: "→ Component Library & Tokens"

Psychology:

  • Problem: Reinventing components repeatedly
  • Outcome: Systematic consistency
  • Agent Help: Pattern extraction and documentation

Phase 7: Hand Off to Developers

Headline: "Hand Off to Developers"

Description:

Package everything developers need in organized PRD documents with epics and stories. 
No more "what did you mean by this?" meetings. No more guesswork or lost design intent. 
Idunn creates implementation guides that turn your specs into buildable tasks.

Deliverable: "→ PRD, Epics & Stories"

Psychology:

  • Problem: Endless clarification meetings
  • Outcome: Clear implementation roadmap
  • Agent Help: Idunn translates specs to dev tasks

Phase 8: Validate the Build

Headline: "Validate the Build"

Description:

Ensure what's built matches what you designed. Catch misinterpretations before they 
reach users. Create test plans that validate both function and design intent. Freyja 
helps you compare implementations to specifications systematically.

Deliverable: "→ Test Plans & Reports"

Psychology:

  • Problem: Design compromised in implementation
  • Outcome: Fidelity to original vision
  • Agent Help: Freyja validates against specs

Tone Guidelines

Overall Tone

Be:

  • Honest about learning curve
  • Enthusiastic about possibilities
  • Respectful of expertise
  • Inviting to responsibility

Avoid:

  • Overpromising
  • Condescension
  • Hype or exaggeration
  • Gatekeeping

Language Patterns

Use:

  • "Create," "Build," "Design" (active verbs)
  • "You," "Your" (direct address)
  • "Professional," "Strategic," "Systematic" (quality descriptors)
  • Specific deliverables (not vague promises)

Avoid:

  • Passive voice
  • Technical jargon (upfront)
  • Marketing clichés
  • Vague value propositions

Reference Links

For Page Specifications:

  • Link to this document from page specs: [Content Strategy](../../1-project-brief/02-content-strategy.md)
  • Use this as source of truth for messaging decisions
  • Update this document when strategy evolves

For Agents:

  • Saga (Analyst) - Client buy-in messaging
  • Cascade (Trigger Mapping) - User psychology insights
  • Freyja (UX Designer) - Design specification approach
  • Idunn (Technical Architect) - Platform/PRD messaging

Last Updated: December 28, 2025
Owner: Product Team
Review Cycle: After each major iteration