Why we're asking

Tell us which direction this home page should go.

Three home pages, same product, three different ways to lead with it. We're not picking pixels, fonts, or button colors yet — we're picking direction. Open each variant, scroll all of it, then answer below. Your responses save automatically as you go.

At the end, hit "Copy as text" and paste into the shared response thread (Slack / doc / email — whatever Tim sets up).

~25 min total · 5–7 min reviewing each variant · 5–8 min answering

Section 1 of 5

About you

So we know who said what.

Short and lightweight. We only need the basics.

Your name

Your role on Silk

Which audience are you reviewing as?

Multiple is fine — answer as the audience(s) you actually represent.

Section 2 of 5

Variant A · Cinematic

The Hollywood agency reel.

Open Variant A in a new tab ↗ — scroll the whole page before answering. Allow 5–7 minutes.

Gut reaction in five words or less

First thing that comes to mind. Don't overthink.

Score this variant on each dimension

1 = weak / off-brand. 5 = strong / Silk should feel like this.

Would Wei (Chinese brand CMO) respond to this?

What stops you / where do you slow down?

What feels off, missing, or wrong?

If you could change ONE thing first, what would it be?

Section 3 of 5

Variant B · Editorial

The research firm, not the marketer.

Open Variant B in a new tab ↗ — scroll the whole page before answering. Allow 5–7 minutes.

Gut reaction in five words or less

Score this variant on each dimension

1 = weak / off-brand. 5 = strong / Silk should feel like this.

Would Wei (Chinese brand CMO) respond to this?

What stops you / where do you slow down?

What feels off, missing, or wrong?

If you could change ONE thing first, what would it be?

Section 4 of 5

Variant C · Triage

The campaign. Urgent, blunt, copper-forward.

Open Variant C in a new tab ↗ — scroll the whole page before answering. Click the bleeding-map dots. Allow 5–7 minutes.

Gut reaction in five words or less

Score this variant on each dimension

1 = weak / off-brand. 5 = strong / Silk should feel like this.

Would Wei (Chinese brand CMO) respond to this?

Is the "bleeding" metaphor working for you?

It's the strongest pivot in this variant. We need to know if it lands or repels.

What stops you / where do you slow down?

What feels off, missing, or wrong?

If you could change ONE thing first, what would it be?

Section 5 of 5

Across all three

Now compare.

Each question is independent — your "best" and "send to a peer" can be different variants.

Which direction is closest to where Silk should land?

If we had to ship one of these next week, which one would you ship?

Which best represents Silk to a stranger who's never heard of it?

Which would you send to a peer or potential client?

Which is closest to where Silk should NOT land?

The one you'd most want us to kill.

What's missing from ALL THREE?

Something none of them did that any final site must do.

Frankenstein moment — pull one element from each.

"From A I'd keep X. From B I'd keep Y. From C I'd keep Z." Most useful single answer.

Anything else?