Mike Swanson
91bcf97112
Author: Mike Swanson Machine: Mikes-MacBook-Air.local Timestamp: 2026-05-22 18:28:37
76 lines
5.0 KiB
Markdown
76 lines
5.0 KiB
Markdown
# Product
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## Register
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brand
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## Users
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**Primary:** University researchers in physics and astrophysics labs who need custom cryogenic cable assemblies for experiments, detectors, and dilution refrigerators. They work in grant-funded environments where timelines matter and non-standard requirements are the norm.
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**Secondary:** University administrators and procurement officers who approve suppliers. They need to justify spending to committees and require clear evidence of qualifications, reliability, and value.
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**Context:** Users arrive frustrated. Standard fabricators have told them "no" to non-standard connectors, "wait months" for custom work, or "order 100 minimum" when they need 3 prototypes. They're searching for someone who can say "yes" and deliver in 60 days.
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**Job to be done:** Find a qualified fabricator who can handle their exact specifications (non-standard connectors, custom superconducting wire, integrated thermal management) and deliver on a university research timeline.
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## Product Purpose
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CryoWeave manufactures cryogenic cable assemblies (millikelvin to 300K) for university research applications. They solve three critical pain points:
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1. **60-day delivery** on custom work (competitors take months)
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2. **Non-standard connector flexibility** (most fabricators refuse)
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3. **Custom superconducting wire** in any alloy, small batch quantities
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The website exists to convince qualified researchers that CryoWeave can handle their requirements and deliver reliably. Success is a contact form submission or phone call that leads to a project quote.
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## Brand Personality
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**Technical peers, not vendors.** CryoWeave speaks engineer-to-engineer. They understand cryogenics, they've worked with NIST, they know why reverse twist configurations matter.
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**Three-word personality:** Capable. Responsive. Qualified.
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**Emotional goals:**
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- **Relief & Solution:** "Finally, someone who won't say no to my requirements."
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- **Efficiency & Speed:** "They respect my grant timeline and deliver in 60 days."
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- **Academic Authority:** "These are serious people who understand my research."
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**Voice:** Direct, factual, confident. No marketing hype. Data-forward like a technical specification sheet, but accessible. Every claim backed by credentials (NASA/ESA/CNES qualified, NIST trusted, IPC standards compliant).
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## Anti-references
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**Do NOT look like:**
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1. **Generic SaaS startups** — Purple gradients on cream backgrounds. Rounded everything. Friendly illustrations. "Let's grow together!" enthusiasm. Feature comparison tables with checkmarks. Testimonials with headshots and job titles in circles.
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2. **Consumer electronics sites** — Apple-style minimalism for minimalism's sake. Product glamour shots with dramatic lighting. Lifestyle photography of people using the product. "Designed for you" marketing speak.
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3. **Academic institution sites** — Dated university homepage aesthetics. Committee-designed blandness. Stock photos of students in labs. Multiple calls-to-action fighting for attention. Bureaucratic navigation with 50 links in the header.
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**DO look like:** Scientific journals (Nature, IEEE publications), technical documentation from serious engineering firms, specification sheets that engineers trust. The aesthetic that says "we know what we're doing" without needing to say it.
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## Design Principles
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1. **Credibility through specifics.** Don't say "high quality" — say "IPC J-STD-001ES, A-610 Class 3, WHMA-A-620 compliant." Don't say "fast" — say "60-day delivery." Numbers, standards, qualifications.
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2. **Respect the expert.** The user knows cryogenics better than we do. Don't explain what a dilution refrigerator is. Don't dumb down the language. Speak peer-to-peer.
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3. **Signal solution, not sales.** This isn't about convincing someone to buy a product category. They already know they need custom cryogenic assemblies. The question is: can CryoWeave handle my specific requirements? Answer that question immediately.
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4. **Academic rigor, not marketing polish.** The visual language should feel like a well-designed technical paper, not a startup pitch deck. Precision typography, generous whitespace, clear hierarchy, zero decorative flourishes.
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5. **Prove, don't promise.** Every capability claim needs evidence. "Custom superconducting wire" is backed by "any alloy, small batch, integrated or dedicated." "Space-grade" is backed by "NASA, ESA, CNES qualified." Trust is earned through specifics.
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## Accessibility & Inclusion
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**WCAG 2.1 AA compliance** is required:
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- Sufficient color contrast (4.5:1 for normal text, 3:1 for large text)
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- Keyboard navigation for all interactive elements
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- Screen reader compatibility with proper semantic HTML and ARIA labels
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- Form labels and error messages clearly associated
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- No information conveyed by color alone
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**Reduced motion support:** Respect `prefers-reduced-motion` media query for users with vestibular disorders. Animations should be subtle and functional, not decorative.
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**Typography:** Body text line length capped at 65-75ch for readability. Minimum 16px base font size. Clear hierarchy through scale and weight contrast.
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