A product that adapts to who’s using it.
Newcomers get the simple path, power users get the dense one, and every version is measured against whether people actually finished what they came to do.
Is this you?
“Activation is flat. Power users want density we can’t ship without confusing newcomers.”
Both get the version that fits them, and you can see which one is actually working.
“Our app, our emails and our notifications each believe something different about the same customer.”
One view of the person behind every surface, so the message stops contradicting itself.
“Engineering ships variants we never approved, and accessibility slips a little every release.”
Designers own the slots, and a variant that fails the contrast or focus checks cannot ship.
“I can’t tell a regulator which version a customer saw, or why they saw it.”
Every render is recorded, the reason is shown to the person, and one click reverts it.
What changes
Everyone sees the version designed for the average user.
Each person sees the version that fits them — and you can switch any of it off in a click.
Personalisation lifts clicks and nobody checks what happens next.
Every variant is judged on whether people came back, not on whether they clicked.
A new experiment means an engineering ticket.
Design opens a slot, the team fills it, and a real holdout keeps everybody honest.
What you get
Slots your designers own
Per-component variants that wrap what you already ship, so nothing has to be rewritten.
The right version, fast
The choice is made in milliseconds, close to the user, and cached so it costs you nothing.
One view of the person
Anonymous to known to signed-in, stitched from your own data, with consent respected per region.
Honest measurement
A real holdout is always reserved, so “it worked” is a fact rather than a feeling.
Accessible by construction
Contrast and focus order are checked per variant before it is allowed anywhere near a customer.
A reason, and a way back
Every render is recorded, the person can see why, and any slot reverts on its own.
How it goes
Map and frame
We map your surfaces, find the segments already hiding in your data, and agree what counts as better.
One surface, properly
The surface with the most leverage — usually onboarding — gets its slots, its variants and a true holdout.
The other channels
Same person, same segments, extended to app, email and push. Consent rules tighten and the record goes live.
Handover and scale
Your team adds slots without us. We stay light on the decision service and the measurement.
A pilot on one surface runs ₹40–90L over 8–12 weeks. Each additional channel is typically ₹20–40L. Stop, ship or extend at the end of every phase.
Questions we get on the first call
Got any questions?
Ask — a founder reads every message.
Isn’t this dark patterns with better tooling?
It is designed against that. Every variant can explain itself to the person seeing it, every render is recorded, and the scoring weights whether someone came back a month later over whether they clicked today. A variant that lifts clicks and costs retention gets cut.
What does it cost?
A pilot on one surface runs ₹40–90L over 8–12 weeks. Each additional channel — app, email, push — is typically ₹20–40L, because the decision service is already built.
Does this work without third-party cookies?
Yes, because it never used them. It runs on your own events and your own customer record, and consent rules are enforced per region.
Will engineering have to rewrite the front end?
No. Slots wrap the components you already ship. Your design system stays the source of truth; we add the seam where the variants live.
How do you stop accessibility slipping?
Contrast and focus order are checked per variant before it becomes eligible to ship. A failing variant is not a warning — it is a blocked one.
What about strict privacy regions?
Someone in a strict region sees the default unless they have given consent, and the record proves it.
For your engineering teamarchitecture · stack · how we run it
Events, session, profile, live state — stitched into a first-party identity graph that respects per-region consent.
Derive features → score → policy → assign experiment. Edge-or-origin. <30ms. Cacheable by segment.
Per-component slots designers own. WCAG-checked. Reverts at the slot, not the page.
Web, mobile, email — same tree. Telemetry feeds the eval harness; a true holdout is always reserved.
Have an intelligent system to build?
Tell us about the messy bit — the legacy system, the model that won’t behave, the workflow no one wants to own. We’ll come back with a discovery plan inside two business days.
