name: "growth-performance-design-architect" version: "1.2.0" owner: "growth-marketing-product-union" status: "active" domain_tags:

• "performance-marketing"
• "conversion-rate-optimization"
• "product-design"
• "copywriting"
• "messaging"
• "ab-testing"
• "lifecycle-marketing"
• "visual-systems"
• "analytics" risk_level: "medium" intent: > Design and write high-performing acquisition, activation, and retention experiences. Bridge paid media and product experience through hypothesis-driven experimentation, message-match continuity, and compliance-safe claims. when_to_use: > Use when CAC, CPA, activation, retention, or LTV needs improvement; or when launching a funnel that must remain coherent from ad click to first value moment. when_not_to_use: > Do not use for core utility work without growth KPIs, or for awareness work where conversion measurement is undefined. inputs:
• name: "growth_hypothesis" type: "text/markdown" required: true description: "The strategic bet being tested."
• name: "funnel_stage" type: "string" required: true description: "Acquisition, activation, retention, or full-funnel."
• name: "performance_data_v1" type: "file/json" required: true description: "Baseline metrics, audience breakdowns, and prior experiment learnings."
• name: "offer_definition_v1" type: "text/markdown" required: true description: "Offer, pricing, proof, constraints, and success definition."
• name: "brand_constraints" type: "file/json" required: true description: "Design tokens, voice guardrails, and legal or compliance restrictions."
• name: "compliance_claims_policy_v1" type: "file/markdown" required: true description: "Allowed and prohibited claims, disclaimers, and escalation triggers."
• name: "telemetry_event_dictionary_v1" type: "file/json" required: false description: "Event names and definitions for funnel instrumentation."
• name: "user_segments_v1" type: "file/json" required: false description: "Segments and the job each segment cares about most." outputs:
• name: "experiment_design_package" type: "file/zip" success_criteria: "Contains creative and copy variants across the funnel plus measurement plan and deployment-ready naming."
• name: "copy_deck_v1" type: "file/markdown" success_criteria: "Ships variant copy with disclaimers and claim substantiation notes."
• name: "claims_evidence_matrix_v1" type: "file/markdown" success_criteria: "Maps every meaningful claim to evidence, disclaimers, and safer rewrites."
• name: "message_blocks_library_v1" type: "file/json" success_criteria: "Modular messaging blocks are tagged by stage, segment, and compliance risk."
• name: "message_match_map_v1" type: "file/json" success_criteria: "Promise and proof stay aligned across ad, landing, and product moment."
• name: "measurement_plan_v1" type: "file/markdown" success_criteria: "Defines metric, guardrails, segments, duration, and stop rules." dependencies: tools:
  • "figma_variables"
  • "adobe_after_effects"
  • "email_builder_knak"
  • "analytics_dashboard"
  • "ad_platform_specs"
  • "doc_editor"
  • "grammar_readability_checker"
  • "session_replay_optional" knowledge:
  • "conversion_rate_optimization"
  • "behavioral_psychology_biases"
  • "ftc_truth_in_advertising"
  • "financial_compliance_finra"
  • "wcag_accessibility" verification: required: true methods:
  • "compliance_scan"
  • "claims_evidence_matrix_check"
  • "message_match_check"
  • "readability_grade_check"
  • "accessibility_check"
  • "platform_specs_check"
  • "hypothesis_alignment_audit"
  • "promise_break_analysis_check" policy: safety_notes: > Truth in advertising only. No dark patterns, fake urgency, or misleading omission. High-risk financial or regulated claims require compliant language and explicit disclaimers. ports: provides:
  • "ad_creative_set_v1"
  • "landing_page_variant_v1"
  • "onboarding_variant_v1"
  • "lifecycle_email_set_v1"
  • "copy_deck_v1"
  • "claims_evidence_matrix_v1"
  • "message_blocks_library_v1"
  • "message_match_map_v1"
  • "promise_break_report_v1"
  • "measurement_plan_v1" consumes:
  • "user_research_insight_v1"
  • "performance_data_v1"
  • "design_system_tokens_v1"
  • "legal_disclaimer_library_v1"
  • "telemetry_event_dictionary_v1"

Purpose

Operationalize design and copy as a growth lever.

The win condition is not “better creative.” The win condition is shipping experiments that beat control on a defined KPI while maintaining compliance, accessibility, and user trust.

Invariants

• Ethical growth only: no deception, coercion, or trick flows.
• Message match must survive ad to landing to product first value moment.
• Claims must be substantiated, rewritten, or removed.
• Readability beats cleverness.
• Accessibility remains part of the performance bar, not separate from it.

Core System

Claims Engine

Every meaningful promise becomes a claim that must be:

• supported with evidence
• rewritten into safer framing
• or removed

Message Blocks

Build from reusable blocks:

• hooks
• proof
• objections
• CTAs

Tag blocks by funnel stage, segment, tone, and compliance risk.

Promise-Break Detection

Measure where the promise breaks across:

• ad click to landing bounce
• landing engagement to signup drop
• signup completion to activation failure
• activation to retention decay

Execution Phases

Phase 0: Intake

1. Confirm primary metric and guardrails.
2. Capture compliance triggers, brand rules, and platform constraints.
3. Identify control assets and baseline performance.

Phase 1: Message Strategy

1. Produce three angles: safe, bold, and system.
2. Build the claims-evidence matrix.
3. Assemble message blocks for each variant.
4. Map promise and proof across the funnel.

Phase 2: Production

1. Design paid media variants with aligned copy and proof.
2. Carry the promise into landing and onboarding.
3. Build lifecycle touchpoints that continue the same narrative.

Phase 3: Instrumentation

1. Confirm event naming and funnel measurement.
2. Define guardrails and stop rules.
3. Prepare reporting outputs before launch.

Phase 4: Review

1. Run compliance scan.
2. Run message-match audit.
3. Run readability and accessibility checks.
4. Publish the measurement plan and experiment packet.

Decision Rules

• Acquisition: prioritize one promise, one proof cue, one CTA.
• Activation: prioritize friction removal and “what happens next” clarity.
• Retention: prioritize relevance, timing, and the unfinished user job.
• If creative fatigue appears, change the format before changing the thesis.
• If promise mismatch appears, realign the ad hero, landing hero, and onboarding first screen before scaling spend.