Work in progress. These are the latest judged versions; A now carries your rulings of this afternoon: the trimmed hero (no price line, the one-sentence lede, law 9 as the phone’s caption) and the four-turn story (the case close-up, the map, the voice-note thread, the lawyer’s reply). It scores 8.5 / 8.5 / 8, and its last fix round (Fable 5.1) is running. B is still the version before your rulings; its trimmed hero will be spliced onto A’s new story. preview.ela.now still shows A after its first fix round.

ELA homepage, round 7: keep the press, or let the hero play?

Built from your round-6 notes of 1 October on H6-1, with R6-2's ending. Both pages share everything except the hero: the countdown is gone, the story is re-paced so each screen is up while its words are read, law 9 uses the canonical wording, and the dot follows the heading you are reading. The same three blind Fable judges as round 6 scored both; 8 means a judge would ship it, and your target is 8.5 on every lens. Round 6 stays where it was.

Scores

PageFounderConversionCraftAverageShips at 8.5?
H6-1 in round 68.58.588.33
A: the hero plays on its own8.58.588.33Not yet
B: the press stays, the live case plays in place8.58.588.33Not yet

For you to decide

  1. Which hero: A (plays on its own) or B (the press stays)?
  2. Both heroes now rest the watch on PROTECTED, Hold to arm (ready.png) until the hold starts. Round 6's rule had it on 0s KEEP HOLDING. Keep ready.png?
  3. The hero price line (AED 24.99 a week, 79.99 a month or 749.99 a year): keep it, or leave prices to the Membership section?
  4. "Legal fees are agreed between you and the law firm." under the prices: approve or reword.
  5. Law 9 now reads "Phone locked, dead or taken: the response still runs.", the canonical copy-law wording, next to the hold line. Happy with it?
Smaller calls (6)
  • The countdown keeps one sentence, in the story's opening: "After the hold, a countdown sends for help on its own." Keep it, or drop the countdown from the page entirely?
  • The lede never says "legal" on a phone's first screen (the nav's Emergency Legal Assistance is hidden there). Change to "ELA is a legal emergency membership for UAE residents."?
  • The bento's watch tile now shows a mid-hold frame and the case list (so it doesn't repeat the hero's last screen), with the example-timeline line. Round 6 showed ready and armconfirmed. Fine?
  • The phone nav carries How it works and Membership; Your family is in the footer only on phones. Enough?
  • The ELA Ops reply is shown as two real frames from the recording, timed to the heading, instead of the looping video (whose key line only arrives at 7.5 s). Fine?
  • App, not page: the phone counts KEEP HOLDING 3, 2, 1 down while the watch counts 0s to 3s up. Both are the real apps, and side by side in the hero it shows.

The chair (blind to the builders)

The chair compares the final versions of A and B once the last fix rounds are judged.

Direction A

The hero plays on its own

No press. After the headline settles, the phone and watch play the real hold by themselves, once, and the phone moves on to the live case. One button, Get the app, and a quiet Watch the film link.

8.33below 8.5
A: the hero plays on its own, desktop first screen A: the hero plays on its own, phone first screen

Founder 8.5Conversion 8.5Craft 8By round: 8.33 → 7.67 → 8.33

The hero on its own, desktop, 0 to 11.4 s

Hero filmstrip, desktop

The hero on a phone

Hero filmstrip, phone
What the judges said
  • Founder 8.5. Ship it: the first round-7 page where every 30 Sep and 1 Oct note is visibly met in the strips, with only small composition tidy-ups left in the hero and the close-up.
  • Conversion 8.5. A scanning visitor knows what ELA is, who it is for and what to do within one fold on desktop and mobile, with one honest action, verified jumps and story screens that stay with their words; ship it after fixing the map attribution crop, with the late price and the airy desktop hero as known trade-offs.
  • Craft 8. A page that would ship: the self-playing hero on one clock, the film's springs and the camera-panned case timeline are genuinely its own, held back from a 9 only by a bare top-left hero quadrant, a first story frame that repeats the hero, mid-line fades on the mobile close-up, a clipped map attribution and a morph too quick to be seen.
Still to fix (11)
  • Mask the top edge of the desktop close-up case phone (#sZoom) the way its bottom is masked, so no header is sliced flat at the sticky top while the camera is zoomed in on the rows.
  • Give 'Example timeline. Timings vary by case.' its own line under the hero caption so 'Real screens from the app.' and the Pause/Replay control are not three items on one line.
  • Tighten the desktop hero's vertical rhythm so the copy column's lower air is reduced (for example seat the copy block so its last line sits level with the phone's lower half), keeping the words from moving at any point in the playback.
  • Family map (.smap img and .mapm img, width 160%): reduce the enlargement or shift the anchor so the whole bottom attribution strip ('Map data ©2026 Google ... Terms Privacy') stays visible with the pin, on desktop and at 390 px.
  • Desktop hero: close the empty band under 'Available on iPhone and Apple Watch.' (align the copy stack's optical centre with the disc, or reduce the hero's vertical padding so the copy, devices and caption read as one block) so no bare canvas sits inside the fold's left column.
  • Mobile story turn 1: start the camera at the top of the case when the phone enters view and advance the rows as the phone scrolls (or keep 'Case opened' above the fade), so the reader sees the rows arrive instead of a pre-lit list behind a faded top bezel.
  • Mobile close-up (.tmedia .zoomwin at ≤1000 px): set the window height and pan so the fades fall in the blank bands between rows (top above 'Case opened' or below 'ELA received your case request'; bottom in the gap above the quick-reply panel at capture y ~913-974), so no row text dissolves mid-line at any of the five pans.
  • Map crop (.smap and .mapm): keep the whole bottom attribution strip in view. Either reduce the image to ~125 % width (so the 'Map data' line through 'Privacy' stays inside the frame) or anchor the crop to the capture's right edge where the line sits, and check at 2x.
  • Story turn 1's resting camera: start the close-up already panned to the first case row at ~1.6x (rows 'Case opened' and 'Law firm' filling the window, header out of frame) so the first frame after the hero is visibly a different picture, not the hero's phone enlarged.
  • Desktop hero: fill the void above the H1, for example by moving the copy stack up to align its top with the phone's top (align-items:start with a fixed offset) or by letting the law-9 caption and note sit beside the copy at the bottom-left, so no quadrant is bare canvas at rest.
  • Ending: slow the morph so it reads at page speed. Hold the forest head at full size for ~0.2 s before the stem starts, run the stem on the glide spring instead of lift, and begin the forest-to-mint colour change only after the stem has reached ~80 %, keeping the whole thing at ~1.2 s with the icon never blank.

Open the page Full desktop shot Full phone shot

Direction B

The press stays

You still press the disc. When the ring closes, the same phone plays the live case in place and the watch moves to its case screen. No card under the hero and no second button.

8.33below 8.5
B: the press stays, the live case plays in place, desktop first screen B: the press stays, the live case plays in place, phone first screen

Founder 8.5Conversion 8.5Craft 8By round: 8.33 → 8.33 → 8.33 → 8.33

A real 3 s press on the disc, then the payoff, desktop

Press filmstrip, desktop

The same on a phone

Press filmstrip, phone
What the judges said
  • Founder 8.5. This is the first page that meets every 30 Sep and 1 Oct note with evidence to show it, speaks only approved copy in the right fonts and tones, and lands the hold as relief rather than dread; I would ship it after the two small fixes and the founder's nod on the closing-line beat.
  • Conversion 8.5. Shippable: the fold answers what, who, where and cost at a glance with one honest action, the press pays off in place without a competing CTA, the story screens match the words at every scroll stop and every jump lands with its heading in view; only the desktop demo labelling, the mobile map crop and overall length keep it from a 9.
  • Craft 8. The craft is genuinely there: film-accurate springs, verified scroll choreography, real captures composed with care and an editorial type system that is far from round 3's bento and from any template, with only the hero's crowded middle and a blank full-page capture standing between it and a clear ship.
Still to fix (7)
  • Remove data-dock="fees" from the legal-fees line (or keep it only if the founder approves that line), so the dot stops only on headings between the membership heading and the close.
  • Add the controls attribute to #filmVid in markup (keep preload="none" playsinline and the poster) so the film is playable without script and matches the brief's embed rule.
  • Desktop hero: bring 'Demo with the real app.' up beside the instruction (same column as 'Press and hold the disc.') so the honest label, the instruction and the 'Nothing is sent' line read as one block, and give the completion line enough size or weight (match the instruction's size, not smaller) that 'That's the hold.' and 'Nothing was sent from this page.' are noticed next to the live case. No new block in the copy column, no second button.
  • Mobile family map: widen the crop (image width ~140 to 150% or a 4:3 figure) so the marina shape reads and the Google attribution is at least ~9 px tall; keep it uncropped.
  • Mobile: drop the duplicate 'Example timeline. Timings vary by case.' where two captions fall within the same screen height (turn 1's caption and the watch card's are both needed; check the hero's and turn 1's do not stack within one viewport after a hold).
  • Make the full-page capture show the story's screens (drop the 'wait' class when the viewport is taller than the hero, or stitch the full-page shot from viewport-height frames), so the board does not present the story as a blank column.
  • Move the hero caption off the lede's reading line at 1440: anchor it to the disc's lower edge or cap the copy column so the caption keeps at least 64 px of clear canvas from the rule, and check the fold shot again.

Open the page Full desktop shot Full phone shot

Shared by A and B

The story, re-paced

Three turns, each about a screen of scrolling: the live case, then the family map, then "Your lawyer has made contact.", each up while its words are read. The countdown is gone. The dot moves one hop at a time to the heading you are reading.

Reading pace, desktop: one tile per third of a screen, 1.1 s pause each. Tile label = scroll position and the heading the dot sits on (red ring = the dot)

Scroll filmstrip, desktop
Reading pace on a phoneScroll filmstrip, phone
A fast flick: the dot makes one move, never two in a rowFling filmstrip, desktopFling filmstrip, phone
The nav links: where each heading landsJump strip, desktopJump strip, phone
The ending: the dot becomes the keyholeEnding filmstrip