The work, live
Six pages, one design language
Kiwii Balance is a balance-sensing vibration board with a first run of 500 units. Before launch, I built the machine that answered the three questions a first run gets one chance at: who buys first, with what message, at what price.
The client had a finished product story. A board that senses your balance and coaches it with light, a ten-minute daily ritual, a first run of 500 units, a price anchor under $300, and a fall ship date. What remained open was the question a launch gets exactly one chance to answer: which buyer moves first?
The brand had at least six plausible buyers, and they wanted opposite things. A 64-year-old hiker treats balance as the membership fee for the life she loves. A desk worker wants an off switch for his body at 6pm. Someone mid weight-loss wants to stay steady while everything changes. One launch page aimed at all of them persuades none of them.
So we ran the pre-launch as an experiment whose output is a buying decision. Six personas, each with its own ads, its own page and its own survey lane. Every signup carried its segment, its creative angle and its price sensitivity back into one report.
The segmentation started with listening infrastructure. I wrote a Python collector against the Reddit API and pulled roughly 100 source threads from the GLP-1 communities where the weight-loss buyer already talks, with adjacent fitness and over-60 subreddits alongside. That research surfaced the language the pages later ran on: "food noise," the fear of muscle loss, the low-energy days where even a walk feels like a negotiation.
Out of it came six personas, each with a named pain and a message angle, shipped as a 22-file knowledge base with an index written for AI agents. Every later step, ads, pages, survey, pulled from that one source of truth. The desk worker’s pain line came out of it fully formed: your calendar is full, your body kept the receipts.
~100 research threads → 6 personas → one shared knowledge base, 22 structured filesEach persona got three static creatives, one per message angle, eighteen in all, each with one strongest headline and a picture brief for design. The headlines did the segmentation out loud. For the Active Ager: "You track your steps. Who’s tracking your balance?" For the category fight: "Most boards shake. This one sees." For the desk crowd: "Ten minutes. A different kind of coffee break."
Every asset carried a structured name: segment, angle, format, version. UTM parameters carried that name through to the results dashboard, so each signup arrived tagged with the exact creative and claim that produced it. The weight-loss cluster ran under the strictest rules in the deck: human review on every asset, Advantage+ auto-copy switched off, and zero medication or treatment claims anywhere on the page.
6 clusters × 3 angles = 18 statics, two design rounds, UTM-attributed end to endEvery persona landed on its own page, but the six share an 11-module skeleton, and only two modules swap per segment: the pain narrative and the three proof points. Shared structure is what makes the test readable. When one page converts and another does not, the difference is the message, because the machinery is identical. The skeleton itself does persuasion work: a mechanism module that explains the sensors as "lean left, and the light leads you back," a category-defense module built on one line, "shaking is not training," and an honesty module that promises no daily grades.
The copy went through two full generations. Version one led with the technology: "The first board that sees your balance." The final version leads with the feeling, serif and quiet: "Wake your body. Gently." Underneath sits a design system reverse-engineered from Oura’s site, warm white, hierarchy through font weight, and one recurring visual rule: Oura photographs hands, so Kiwii owns feet. I built the six pages as a zero-backend React SPA with Klaviyo capture, live at launch.kiwii.ai.
11 modules · 2 swap per persona · 2 copy generations · 54 production image assetsThe survey was designed as the landing page’s seventh screen, same warm white, same pill chips, so the visitor never feels the system change. Ten questions, six copies, one spine: nine questions identical everywhere and exactly one swapping per segment. The Premium Ritualist’s swap question asks the one thing that matters for a $300 object: "Why did your last wellness buy go quiet?"
Pricing used a simplified Van Westendorp pair, and the source page rode along as a hidden field. Finishing pays: the discount code appears inside a slowly breathing ring of warm light, the visitor’s first taste of the product’s LED ring before the product exists. Behind it, every address went through syntax, MX and disposable-domain checks, and the report deduplicated people who signed up through more than one ad.
10 questions · 9 shared, 1 per-segment · 186 completions at 59% · emails triple-checkedComparability beats cleverness.
Nine of ten survey questions identical across six segments, one skeleton under six pages. Every difference in the data traces to the message, because everything else was held still.
Compliance is part of the brief.
The weight-loss cluster shipped with human review on every asset, Advantage+ auto-copy switched off, and zero medication claims on the page. The segment with the most demand risk got the most editorial control.
Scarcity has to be true.
The internal rule reads: 500 boards must match the real first batch, and if the quantity changes, the copy changes. A pre-launch list is the start of a customer relationship, so the pages only say what is real.
Lead-side numbers, from Klaviyo list exports at the end of the test. Ad-platform spend figures stay with the client, so this page reports what the funnel itself measured.
317 email signups from six test ads, deduplicating to 298 people. Nineteen signed up through more than one ad, a small cross-segment group worth watching, since they responded to the product from two different directions.
186 people finished the ten-question survey, a 59% completion rate, and 98.4% of addresses survived validation. Desk Reset had the fewest signups and the highest completion rate at 79%: a smaller, hotter segment.
Willingness to pay $250 or more peaked with Active Agers at 16% and fell to zero for Desk Reset. The premium story belongs to the older buyer; the desk crowd needs a different offer. That single chart is the launch-sequencing answer the client paid for.
A 500-unit first run now ships toward a named first buyer, with a message that tested and a price the segment accepted, in place of a launch aimed at six audiences at once.
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