Appendix B. UX doctrine and copy standard

B.1 Non-negotiables

B.2 Visual language

Calm, light and spacious: a soft canvas washed with the logo’s purple and teal, floating white panels, one purple accent, and data drawn in quiet tints. Firms replace the accent with their own brand on everything a client sees; the workspace stays calm.

• Canvas and panels. A soft gradient canvas. The sidebar and the main workspace are floating panels with generous radii; content sits in white cards inside them. Hairline separators, not boxes inside boxes.
• Type. The system font. Hierarchy from weight, size and leading together; large headings tracked tighter; tabular numerals wherever numbers align.
• Header. Search (which also answers questions), notifications, one primary action (New project) and the account.
• Figures. Headline numbers carry a small trend line only when there is a real series behind it (for example completion by fieldwork day). Otherwise a small breakdown, never a decorative squiggle.
• Controls. Segmented controls for views, soft tabs for pages within a stage, switches for on/off settings, sheets for focused tasks, popovers anchored to the control that opened them.
• Navigation. Five stages per project (see Appendix D): a stage bar with status, and the same stages in the sidebar with a coloured dot for done, current and to do.
• Density. One argument per view. Generous margins, tight tables.
• Explanations on demand. A page shows what you act on. Why a page exists, how a method works and what a rule means sit behind an ⓘ beside the title or heading, one tap away.
• One toolbar per page. Actions sit in a single row: beside the page tabs inside a project, beside the title elsewhere. Related actions share one menu (Export ▾, New deck ▾).
• Secondary detail starts closed. Drop-off, nudge rules, response mix, readiness, bound evidence, history, withheld groups and similar panels are collapsed with a one-line summary of what is inside.
• No mascots, confetti, emoji, or illustrated empty states.
• Appearance. Light, dark or automatic. Dark mode is designed, not inverted.
• Accessibility. Reduced motion replaces movement with cross-fades; reduced transparency makes panels solid; increased contrast strengthens separators. Every control is reachable by keyboard.

Logo. An infinity loop whose two halves each hold a network of people: continuous insight into how an organization connects. Purple (#8C3ABD) through blue (#4C85C4) to teal (#00B4C6), with the gradient wordmark and the line “Continuous Organizational Insight”. The mark is drawn as vector so it stays sharp from favicon to hero size; people figures appear only where the mark is large enough to read them. The master artwork is in brand/orgdiagnostic-logo.jpg.

Starting tokens (the accent is overridden by the firm brand kit on client surfaces):

B.3 Charts

• The sentence is written first. Every chart has a title that is a claim. The chart argues it.
• One highlighted series; everything else in grey.
• Significance shown by line style or fill (solid = meaningful, hollow/dashed = not), never by colour alone.
• Benchmarks: book = solid reference line, labeled with n clients; external = dotted, labeled "indicative."
• Suppressed cells are hatched with "—", never blank white and never zero.
• Every chart footer: n, cut, wave, pack version, k.

B.4 Motion

Allowed:

• Press feedback: controls respond on press, not on release.
• Sheets and popovers enter from, and leave toward, the control that opened them.
• Wave-over-wave transitions (values move from W1 to W2 positions).
• Drill transitions (index → dimension → practice → quote), preserving spatial context.
• Evidence expand/collapse.

Not allowed: entrance animations, number count-ups, decorative loaders, parallax. prefers-reduced-motion replaces all motion with instant state changes.

B.5 Voice

Precise, adult, unsentimental. Strategy-firm English. Short sentences. Evidence before adjectives.

B.6 Respondent copy (reference)

Welcome. " is running an independent review of how works, on behalf of the executive team. It takes about 15 minutes. Your answers go to , not to your employer."

Privacy (one line, always visible). "Results are reported only for groups of 5 or more. Nobody at can see your individual answers."

Video consent. "Optional. You can answer in writing instead. If you record, choose who may see the video: only the team, or and 's leadership. You can change your mind until ."

Done. "Thank you. will share results with all employees by ."

B.7 Empty and edge states teach the rule