Waggle Marketing Site (apps/www) — World-Class Rebuild — Design Spec

Date: 2026-07-03 Scope: apps/www presentation layer only. Auth (Clerk), billing (Stripe checkout + webhook), legal pages, and the account page keep their current wiring; they get visual coherence passes only. No changes outside apps/www except reading docs. Mode: Autonomous (goal-hook). Decisions below are final unless implementation reveals a blocker.

1. Product truth (what the site is allowed to say)

Only claims verifiable in this repository. Canonical sources:

What it is: Waggle is a workspace-native personal AI workspace with persistent memory. Tauri 2.0 desktop app (Windows/macOS), local Node sidecar, SQLite memory substrate on-device. (CLAUDE.md §1, packages/hive-mind-core/src/mind/)
Memory: FrameStore + HybridSearch (vector+keyword) + KnowledgeGraph + IdentityLayer + AwarenessLayer. Harvest imports ChatGPT/Claude/Claude Code/Gemini/Perplexity/PDF/Markdown/URL histories on-device. (packages/hive-mind-core/src/{mind,harvest}/)
Benchmark: LoCoMo 86.49% (N=1,540, GPT-4.1-mini answerer+judge — the prior leader's own protocol), +4.54pp over prior best 81.95, z=4.64. Reproducible offline (benchmarks/results/locomo-sota-2026-06/, node recount.mjs). Never 87.66 (withdrawn).
Open source: memory substrate published as hive-mind (github.com/marolinik/hive-mind), Apache-2.0, npm packages.
Model-agnostic: LiteLLM routing; Claude, GPT, Gemini, Qwen/local models (litellm-config.yaml).
Tiers: TRIAL $0/15 days (all features) → FREE forever (5 workspaces, agents, built-in skills) → PRO $19/mo → TEAMS $49/seat/mo → ENTERPRISE (KVARK, consultative). Memory + Harvest free forever. (packages/shared/src/tiers.ts) SUPERSEDED 2026-07-05: PRO removed (Solo-vs-Team collapse). Pricing is now two-tier — Solo (free forever, unlimited workspaces+connectors, marketplace/custom skills) → Team $49/seat + Enterprise. Any future www regen must NOT reintroduce a PRO tier.
Sovereignty: data local by default; Memory Center provenance ("view original source") + Art.17 erasure that survives re-import; audit trail; injection scanning on external input.
Breadth: 22 personas (8 universal modes + 14 specialists), 15 workspace templates, skills marketplace, connectors, MCP catalog, Loops (report-only + approval queue), launcher/hooks for external AI dev tools (7-tool cohort), WaggleDance team signals.

Do-not-claim list (current site violates some): SOC 2, priority sync across devices, 48h email SLA, dedicated account manager, "14-day trial" (it's 15), user counts, "advanced graph queries" as a paid gate, uptime, customers/testimonials. The full verified fact sheet from repo exploration is appended in §9 before implementation of copy.

2. Audience & jobs

Knowledge-work professional (consultant, analyst, founder, PM): wants an AI that stops forgetting; cares about their data staying theirs. Primary CTA: Download / Start free.
Technically sophisticated evaluator (developer, CISO-adjacent, OSS-curious): wants proof, architecture honesty, reproducibility, license. Secondary paths: Methodology, GitHub, EU-AI-Act page.
Team lead in regulated industry: shared memory without cloud exposure; Teams tier; KVARK escalation path.

3. Messaging architecture

Category line: The AI workspace that remembers.

Narrative spine (landing page order):

Hero — name the wound + the promise. Headline direction: "AI that starts from zero is a tool. AI that remembers you is a colleague." → committed form decided in copy pass; one headline, no A/B variants rendered (keep resolver infra dormant). Sub: memory persists across models and sessions, on your machine. CTAs: Download (OS-aware) + "Read the benchmark" (proof-forward secondary). Microline: Local-first · Model-agnostic · Apache-2.0 substrate.
Problem → Turn ("Every other AI starts from zero") — 3 tight beats of the reset tax: re-explaining context, re-pasting docs, losing decisions. Then the turn: your context is an asset; it should compound.
How it works — 3 steps grounded in real product: (1) Bring your history (Harvest imports from ChatGPT/Claude/Gemini + files), (2) Work in workspaces (personas, skills, any model underneath), (3) It compounds (memory graph grows; provenance + erasure controls). Each step gets a small product-true visual.
Memory, shown — the signature visual: memory substrate diagram (frames → hybrid search → knowledge graph → any model). This is the "what's actually different" section for the technical reader; terminology from the real architecture.
Proof band — LoCoMo 86.49% with the honest protocol sentence + link to /docs/methodology + GitHub. Numbers restrained, no chart-junk: one comparison bar (86.49 vs 81.95 vs 73.96) with sources.
Feature grid — 6 cards, each a real subsystem: Personas (22), Harvest, Multi-model routing, Loops & approvals, Skills & connectors + MCP, Memory Center (provenance/erasure). Terse, concrete, no adjectives.
Sovereignty band — local-first SQLite, what leaves the machine (only model calls you configure), EU AI Act posture (Art. 17 erasure, audit), open substrate. Trust through specificity.
Personas strip — the bee-mascot brand moment (assets exist), reframed with correct count (22 personas).
Open source section — hive-mind: Apache-2.0, npm, reproduce-the-benchmark instructions in a code block (git clone … node recount.mjs). Developer-credibility anchor.
Pricing — Free / Pro $19 / Teams $49-seat + KVARK enterprise line. Bullets rewritten from tiers.ts capabilities only. Trial framing: "15-day full trial, then free forever tier" per tiers.ts. SUPERSEDED 2026-07-05: two-tier now — Solo (free) / Team $49-seat + KVARK enterprise line; no PRO column.
Final CTA — echo hero promise, Download + GitHub.
Footer — product/research/company/legal columns (keep, tidy).

Voice: plain, confident, specific; short sentences; zero hype adjectives ("revolutionary", "supercharge" banned). Claims carry their evidence inline or link to it. British-neutral English, sentence case everywhere (Linear/Anthropic idiom).

4. Visual language

Keep warm-Hive identity (tokens already in globals.css, product-matching): hive graphite scale + honey accent + Hanken Grotesk/JetBrains Mono. This is a refinement, not a rebrand.
Elevation moves: consistent 8-pt spacing rhythm; type scale via CSS custom properties (--text-display clamp(40,6vw,72) down to --text-xs); max-width 1120–1200 container; generous section padding (96–160px); honey used only for accents/CTAs/moments of proof (≤10% of any viewport); mono font for "machine truth" (paths, numbers, protocol lines) — a signature device.
Texture: existing honeycomb SVG pattern at ≤5% opacity in hero + final CTA only. Subtle radial honey glow behind hero visual. No parallax.
Motion: IntersectionObserver reveal (translateY 12px + fade, 500ms, stagger 60ms) via a tiny client <Reveal> component; prefers-reduced-motion disables all. Hero visual gets one slow ambient animation (pulse along graph edges). Nothing autoplays aggressively.
Illustration: bee mascots (public/brand) confined to the Personas strip; hero uses an abstract product-true "memory graph/terminal" composition (SVG, hand-built, no screenshots since none exist marketing-grade — verify in audit; if real app screenshots exist, prefer one in a framed window).

5. Frontend architecture

Stack unchanged: Next.js 15 app router, next-intl (copy stays in messages/en.json, fully rewritten), Clerk, Stripe. No Tailwind (repo decision) — but replace inline CSSProperties objects with CSS Modules per component + shared primitives in globals.css (buttons, container, section, eyebrow, card). Media queries live in CSS, killing the <style>{responsiveCss}</style> + !important hacks.
Components: rebuild _components/ as: Navbar, Hero, ProblemTurn, HowItWorks, MemoryDiagram, ProofBand, FeatureGrid, SovereigntyBand, PersonasStrip, OpenSource, Pricing, FinalCTA, Footer, plus primitives Reveal (client), Button, SectionHeading. Server components by default; client only for Navbar scroll state, pricing toggle, Reveal, hero ambient animation.
Keep intact: api/stripe/*, account, sign-in, sign-up, (legal)/*, docs/methodology (restyle header/nav link only), middleware.ts, sitemap.ts (extend), hero A/B resolver infra (dormant), DownloadCTA OS detection + event taxonomy (_lib/).
Tests: update __tests__ to new structure; keep vitest green.

Metadata: keep dual head strategy; new OG image (1200×630, brand-built, replaces logo.jpeg); JSON-LD SoftwareApplication + Organization; sitemap covers all public routes; descriptive titles per page.
A11y: one h1; landmark structure (header/main/section[aria-labelledby]/footer); focus-visible styles; 4.5:1 contrast for body text (hive-300 on hive-950 passes; verify hive-400 usages); skip-to-content link; reduced-motion.
Perf: no new deps; system-loaded Google fonts already via next/font; hero visual pure SVG; images via next/image where raster; static generation for all marketing routes.

7. Verification criteria (done =)

npm run build (apps/www) clean; npm run test (apps/www vitest) green; next lint clean.
Every factual claim on the page traceable to §1/§9 sources; do-not-claim list absent.
Self-review pass (fresh-eyes + adversarial: copy honesty, visual rhythm, mobile at 375px, keyboard nav) with fixes applied.
No regressions to checkout/auth flows (routes untouched; smoke via build + route presence).

8. Rejected alternatives

Full rebrand / new visual identity — rejected: product ships warm-Hive; site-product coherence beats novelty.
Multi-page marketing site (separate /features, /memory, /pricing pages) — rejected for now: content volume doesn't justify it; single narrative page + methodology doc is the strongest shape at this stage. Anchors + navbar cover navigation.
Tailwind migration — rejected: repo explicitly chose vanilla CSS for this app; CSS Modules give the same maintainability without a new build dependency.

9. Appendix — verified fact sheet

(Filled from the product-truth exploration before copy implementation; see docs/superpowers/specs/2026-07-03-www-fact-sheet.md.)

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