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Resolved since last coverage
Meta title. Now reads Allē · Dual-Surface Loyalty Redesign · 30M Members, 40K Practices · Juno Chen. Scope, scale, name. A Slack unfurl does the work before anyone clicks. Done.
OG and Twitter metadata. Both carry the full metric string (3.2× redemption, 47% reactivation, $42 CAC) alongside Consumer iOS & Provider Backoffice. Social previews are clean. Done.
Outcome proof above fold. The hero brief places 30M+ members · 40K+ provider practices and 3.2× redemption · 47% reactivation · $42 CAC inside the hero section. The CSS (min-height: calc(100vh - 240px)) keeps the hero short enough that metrics clear the fold on both 1440×900 and 1366×768 viewports. Done.
Three of six audit dimensions are clean: metadata, social previews, and outcome proof are all working. The remaining three, plus one CTA gap, are where the page leaks positioning at the moment a live human actually looks at it.
1. Hero H1 — a mood line sitting in a strategy line's seat
Current H1: When the product is someone's face, points aren't enough.
Good sentence. Wrong job. A Director+ buyer scanning this page for three seconds reads the H1 and registers: medical aesthetics, something about loyalty points, clever copywriting. They do not register: redesigned both sides of a two-sided platform from a single strategic insight.
The H1 reads like a consumer story about a points program. The actual work is structurally rarer. The case study's strategic premise is that loyalty in medical aesthetics runs on trust. You held that premise and used it to redesign two entirely different surfaces for two entirely different user populations, simultaneously. That is what a hiring committee evaluating platform-scale design leadership leans forward for. The current H1 hides it behind a mood line.
The strategic premise does appear in the hero intro paragraph: I redesigned across consumer iOS and provider backoffice — and defined the strategy connecting them. But that's the second text block. At scan speed, only the H1 registers.
Replace with one of these:
"One strategic premise. Two surfaces redesigned. 30M members and 40K practices on a single loyalty system."
Or, if you want to keep some of the original's tension:
"Loyalty in aesthetics is a trust problem, not a rewards problem. I redesigned both sides of the platform to prove it."
The second option pulls directly from the case study's stated strategic premise. Either version does three things the current H1 does not: names the dual-surface scope, signals strategic altitude, tells the buyer this is a platform-scale leadership case before their eyes move to the next line.
Keep the current H1 deeper in the page as a pull quote or section header. It's good writing in the wrong location.
2. Dual-surface signal at scan speed
The hero intro paragraph says consumer iOS and provider backoffice. The brief's product row says iOS & Provider Web. Both accurate. Neither fires at scan speed because both sit below the H1 in secondary text that a three-second scan skips.
The H1 fix above resolves most of this. If you adopt the first option (One strategic premise. Two surfaces redesigned.), the word two does the work before the buyer's eye reaches the brief.
One reinforcement worth the thirty seconds it takes to implement. The hero eyebrow currently reads Allē · Allergan Aesthetics · 2021. Add the surface scope:
Allē · Allergan Aesthetics · Consumer iOS + Provider Platform · 2021
Small change. Catches the buyer whose eye goes to the eyebrow before the H1. Two signal layers working together.
3. Craft signal in the hero
The hero is text and structured brief. No visual artifact. No screenshot, no UI fragment, no design evidence.
The hero's CSS keeps it short enough that the Track A section (From ledger to journey. with the consumer iOS dashboard mosaic) begins within the first viewport on standard laptops. So craft evidence is close. But close and visible are different things on a page that needs to earn a click in three seconds. The hero itself carries no visual credibility.
This matters because the teaser page has one job: earn the click to the full case study. A text-only hero asks the buyer to trust that the design work is worth seeing based on words alone. At Director+ level, every candidate has impressive words. A polished UI artifact earns the scroll faster.
Option A (stronger). Pull one high-fidelity UI frame from the Track A mosaic into the hero. The Emma Holloway member dashboard is the strongest candidate. Visually rich, clearly a designed artifact, instantly communicates "consumer app." Place it right-aligned against the hero brief. The buyer sees structured metadata on the left and a polished UI artifact on the right. The dual-surface signal becomes visual: consumer app in the hero, provider dashboard when they scroll.
Option B (lighter lift). Add a narrow horizontal strip below the hero brief but above the fold line. Two frames side by side: one consumer iOS screen, one provider dashboard screen. No labels needed. The visual contrast between a consumer app and an enterprise dashboard is self-documenting.
Either option converts the hero from a text pitch into a design artifact. The buyer sees the work before deciding whether to scroll. Go with A if you have the layout time. Go with B if you're shipping this weekend while everyone else is watching fireworks.
4. CTA placement
No CTA in the hero. The first Request the full case study link appears after the Track A/Track B bridge section. On a page this rich with visual content, that's a long scroll before the buyer gets a path forward.
A buyer who reads the hero, registers the scope and metrics, and is ready to see the full case has no immediate exit. They have to scroll through the entire Track A consumer section, past the decision cards, past the outcome stats, past the bridge divider. Some will. Many will bookmark the page and never return, or assume the teaser is the case study and move on.
Add a CTA immediately after the hero brief. Same language: Request the full case study →. Same destination: cs-06-alle.html. Place it after the Outcome row (3.2× redemption · 47% reactivation · $42 CAC). That's the moment the buyer has the most information and the highest intent.
Leave the existing CTAs at the bridge and closing. You're adding an early exit for the buyer who's already convinced.
What to ship, and when
Most hiring committees are offline through the holiday weekend. Push Saturday, let it index Sunday, and the page is settled by Monday morning when H2 headcount conversations start generating portfolio traffic.
| Dimension | Status | Action |
|---|---|---|
| Meta title | ✅ Resolved | None |
| OG/Twitter metadata | ✅ Resolved | None |
| Outcome proof above fold | ✅ Resolved | None |
| Hero H1 | ❌ Open | Replace with strategy-first line naming dual-surface scope |
| Dual-surface signal | ⚠️ Partial | Resolves with H1 fix; reinforce in eyebrow |
| Craft signal in hero | ❌ Open | Pull one UI artifact into hero frame |
| CTA in hero | ❌ Open | Add Request the full case study → after Outcome row |
The metadata layer is doing its job. Social previews earn the click. The hero still leads with mood, text, and a long scroll. Strategy, a visual artifact, and a link should be doing that work instead.
Three changes: H1 copy, one visual, one link. The evidence is already on the page. It just needs to move twelve inches up.
- Full case access control: The full case study at
cs-06-alle.htmlstill relies on client-side localStorage gating rather than server-side access control, which means the page a buyer lands on after clicking "Request the full case study" delivers HTML before any authentication check. - Headway Provider Experience match: Headway's Design Director, Provider Experience posting describes an EHR platform reimagining workflows with AI, and the Allē dual-surface provider dashboard is the closest portfolio proof of designing clinical-adjacent backoffice tools at scale.
- Gusto payroll trust bridge: Gusto's Senior Product Design Manager posting explicitly names automation and AI that reduce manual work without compromising accuracy or trust, and the Allē reactivation and CAC metrics prove that same trust-under-automation pattern in a consumer loyalty context.
- Equinox teaser still generic: The Equinox+ teaser title remains
Equinox+ · Teaser · Juno Chenwith no scope, speed, or outcome signal in metadata, making it the last teaser page that hasn't received the positioning treatment now visible on Allē, Alibaba, Thermo Fisher, and Red Cross.