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Portfolio Playbook

On DeckKnow who to contact, what to say, and when to move

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Know who to contact, what to say, and when to move

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Portfolio Playbook — Issue 3 | On Deck

PART ONE

CS-01 Alibaba Teaser — The First Half Earns the Click, the Second Half Loses It

OPEN

The Alibaba teaser page opens strong. Mandate, scale, outcomes, before/after proof across three sprint sections — a hiring manager scanning for thirty seconds gets everything they need to request the full case. Then the page keeps going. Sixteen rows of component specs, token tables, hex values, type scales. Real work, but it belongs in the gated case, not the teaser. A page that delivers design-system documentation before anyone asked for it reads as a page that lost track of its own job. The fix is structural, and it takes about an hour.

CS-01 Alibaba Teaser — The First Half Earns the Click, the Second Half Loses It

PART TWO

CS-02 Thermo Fisher Teaser — Resolved, Broken, and Over-Revealed

OPEN

The prior issue's core problems are resolved. Title is mandate-forward. Structural diagnosis lives in the hero. Metrics land above the fold. But the og:image returns 404, so every recruiter who drops this link into Slack sees a broken preview card. That's the first impression, and it's happening before the page loads, and it's failing right now. The remaining fixes: a missing metric, an iframe with no fallback, and an artifact grid detailed enough to undermine the gated case it's supposed to sell.

CS-02 Thermo Fisher Teaser — Resolved, Broken, and Over-Revealed

PART THREE

CS-03 Red Cross Teaser Audit — Scan-Speed Mandate Check

OPEN

Your Red Cross teaser has the right mandate data in the brief rows: Product Design Director / GM, six systems consolidated to one, national deployment in six months, $847K disbursed. But the hero headline anchors the page on disaster relief before a hiring manager reaches any of it. Every metric that follows gets filed under "charity project" instead of "GM-level platform build under federal constraint." The brief rows can't overcome that anchor. Five copy and structure fixes to make the page earn the right read at fifteen seconds, not sixty.

CS-03 Red Cross Teaser Audit — Scan-Speed Mandate Check

PART FOUR

CS-04 Equinox+ Teaser Audit — The Page Is Defeating Itself Before Anyone Clicks

OPEN

The Equinox+ case body carries real Director-level evidence: five brands, shared platform architecture, 0→MVP in 90 days. But the browser tab reads "Equinox+ · Teaser · Juno Chen." The eyebrow says "Consumer Fitness." When a VP Design at Ramp drops this link into a hiring-committee Slack channel, the preview shows a workout app and a name. The strategic complexity is invisible before anyone clicks. Six findings, a fix order, and one rating discrepancy that someone on the panel will absolutely check.

CS-04 Equinox+ Teaser Audit — The Page Is Defeating Itself Before Anyone Clicks

Allē Teaser Audit — Title Fixed, Hero Still Empty

The meta title fix shipped. "Editorial Mosaic" is gone, replaced by positioning language that works in browser tabs and Slack previews. That prior critique is closed. But the Allē teaser hero still asks a CPO to scroll before it proves anything. No product visual. No CTA. The dual-surface story and all five outcome metrics live below the fold, doing strong work for a viewer who may never get there. Two changes to the hero fix this — both use assets already on the page.

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PART ONE

CS-01 Alibaba Teaser — The First Half Earns the Click, the Second Half Loses It

OPEN

PART TWO

CS-02 Thermo Fisher Teaser — Resolved, Broken, and Over-Revealed

OPEN

PART THREE

CS-03 Red Cross Teaser Audit — Scan-Speed Mandate Check

OPEN

PART FOUR

CS-04 Equinox+ Teaser Audit — The Page Is Defeating Itself Before Anyone Clicks

OPEN

Allē Teaser Audit — Title Fixed, Hero Still Empty

VIEW ARTICLE

PART ONE

CS-01 Alibaba.com — Full Case Audit for Interview-Panel Readiness

OPEN

Juno's Alibaba.com case has a genuine diagnostic insight, credible metrics, and a sprint structure that holds up under scrutiny. A design peer would rate it highly. A Director+ interview panel reads differently — and right now the case answers craft questions while leaving six leadership questions visibly unanswered. The fixes are a series of one- and two-sentence additions that change what the existing evidence proves about who was leading in the room.

CS-01 Alibaba.com — Full Case Audit for Interview-Panel Readiness

PART TWO

CS-02 Thermo Fisher mySupply — Where the Judgment Evidence Is Missing

OPEN

Juno's Thermo Fisher case study has a five-row failure-to-module map that's the strongest structural element in her portfolio. It also has zero tradeoff evidence across five modules. Every solution reads as inevitable rather than chosen. At Director+, that distinction is the entire evaluation. The page proves what she built across six pharma partners and nine sites in twelve months. The thinking behind those decisions stays invisible. Full audit against six buyer-grounded criteria, with the specific copy fixes that close the gap.

CS-02 Thermo Fisher mySupply — Where the Judgment Evidence Is Missing

PART THREE

CS-03 Red Cross Disaster Relief Platform — Case Audit

OPEN

Juno's Red Cross case study has the evidence of a GM-level build: six legacy systems consolidated, $847K disbursed, national deployment in six months under federal oversight. The page reads like a brilliantly executed design project led by a senior IC who happened to touch GM-shaped problems. The framing hasn't caught up to the evidence. Six criteria assessed against the live page, ordered by impact on regulated-platform positioning. Plus a P0: the password gate delivers the full case HTML to the browser before the JavaScript redirect fires.

CS-03 Red Cross Disaster Relief Platform — Case Audit

PART FOUR

Equinox+ Full Case Audit — What Passes, What Doesn't, What to Fix First

OPEN

The Equinox+ case has the right bones for Director+ evaluation: a real strategic constraint, a clear cut list, and a scope strip that separates what you owned from what you influenced. Most candidates at this level can't produce that. But the case contains a contradiction between its central design constraint and a later decision that a sharp interviewer will catch before you can explain it. Three of six criteria pass clean. Three partially pass with gaps you can fix before your next share. Here's what to fix first, and why the order matters.

Equinox+ Full Case Audit — What Passes, What Doesn't, What to Fix First

Allē Full Case Audit — What the Decision Blocks Prove and Where They Go Silent

The Allē case has the right architecture: discrete decisions with before/after states, real metrics, dual-surface scope across 30M members and 40K provider practices. A CPO scanning it registers the format before reading the content. But the case reads as design output. A Director+ panel will finish the read still looking for design leadership — who made the calls, who directed the three designers, who fought for the scope. Six evaluation criteria, assessed against what's on the page today, with a ranked fix list for what to change before the next share.

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PART ONE

CS-01 Alibaba.com — Full Case Audit for Interview-Panel Readiness

OPEN

PART TWO

CS-02 Thermo Fisher mySupply — Where the Judgment Evidence Is Missing

OPEN

PART THREE

CS-03 Red Cross Disaster Relief Platform — Case Audit

OPEN

PART FOUR

Equinox+ Full Case Audit — What Passes, What Doesn't, What to Fix First

OPEN

Allē Full Case Audit — What the Decision Blocks Prove and Where They Go Silent

VIEW ARTICLE

The Buyer-Angle Map

The Buyer-Angle Map

Your Site Is Making Arguments You Didn't Choose to Make

Your Site Is Making Arguments You Didn't Choose to Make

Your Site Is Making Arguments You Didn't Choose to Make

Your Site Is Making Arguments You Didn't Choose to Make

Your Site Is Making Arguments You Didn't Choose to Make

Your Site Is Making Arguments You Didn't Choose to Make

Four Cover Letters for Four Buyer Types — Every Proof Block Grounded in junochen.com

Four Cover Letters for Four Buyer Types — Every Proof Block Grounded in junochen.com

Homepage Copy Audit — What the Leadership Reframe Exposed

Homepage Copy Audit — What the Leadership Reframe Exposed

CS-01 Alibaba Teaser — The First Half Earns the Click, the Second Half Loses It

CS-02 Thermo Fisher Teaser — Resolved, Broken, and Over-Revealed

CS-03 Red Cross Teaser Audit — Scan-Speed Mandate Check

CS-04 Equinox+ Teaser Audit — The Page Is Defeating Itself Before Anyone Clicks

Allē Teaser Audit — Title Fixed, Hero Still Empty

CS-01 Alibaba Teaser — The First Half Earns the Click, the Second Half Loses It

CS-02 Thermo Fisher Teaser — Resolved, Broken, and Over-Revealed

CS-03 Red Cross Teaser Audit — Scan-Speed Mandate Check

CS-04 Equinox+ Teaser Audit — The Page Is Defeating Itself Before Anyone Clicks

Allē Teaser Audit — Title Fixed, Hero Still Empty

CS-01 Alibaba.com — Full Case Audit for Interview-Panel Readiness

CS-02 Thermo Fisher mySupply — Where the Judgment Evidence Is Missing

CS-03 Red Cross Disaster Relief Platform — Case Audit

Equinox+ Full Case Audit — What Passes, What Doesn't, What to Fix First

Allē Full Case Audit — What the Decision Blocks Prove and Where They Go Silent

CS-01 Alibaba.com — Full Case Audit for Interview-Panel Readiness

CS-02 Thermo Fisher mySupply — Where the Judgment Evidence Is Missing

CS-03 Red Cross Disaster Relief Platform — Case Audit

Equinox+ Full Case Audit — What Passes, What Doesn't, What to Fix First

Allē Full Case Audit — What the Decision Blocks Prove and Where They Go Silent