← Round 2 gallery
Round 2 scorecard
Six concepts · identical pain-led copy · five blind persona graders (rubric: graders.md) · six dimensions × 10 points. Composite = mean of grader totals, normalized to /100. Full reviews linked below.
Winner — top-2 for all five graders
01 Field Notes · 81.7 / 100
The field-journal register made both physician personas feel like colleagues rather than leads; the design director called it "the one page where I stopped grading and started reading." Ranked 1-2-2-1-2 — the only concept every grader put in their top two (same winning condition as round 1).
Composite ranking
| Concept | G1 Brooks | G2 Patel | G3 Okafor | G4 Adler | G5 Webb | /100 |
|---|
| 01 Field Notes | 52 | 48 | 47 | 49 | 49 | 81.7 |
| 02 Indigo Oath | 49 | 49 | 50 | 40 | 52 | 80.0 |
| 05 Honey Ledger | 40 | 41 | 42 | 47 | 45 | 71.7 |
| 06 Quiet Garden | 45 | 39 | 39 | 42 | 40 | 68.3 |
| 04 Morning Clinic | 36 | 44 | 40 | 35 | 44 | 66.3 |
| 03 Savanna Dawn | 30 | 45 | 37 | 41 | 41 | 64.7 |
02 Indigo Oath is a strong, polarized second: #1 for the chair, the mid-career physician, and the conversion strategist (its hero syllabus card = "the best single conversion artifact in the round"), but #5 for the design director ("impeccably responsible… and aesthetically anonymous"). 03 Savanna Dawn is the polarizer: #3 for the 11pm phone reader, #6 for the senior skeptic and the chair.
What every grader agreed on
- 02's hero syllabus card (the full 001–106 offer above the fold, "No patient data, ever." as its footer) is the most effective trust + conversion element of the round.
- 04's "Wednesday, 7:12 am" day-card is the most resonant outcome demo — but its mint-pill SaaS chrome underprices a high-ticket private offer.
- 03's sunrise is the best pure brand moment of round 2 — in the wrong register for senior and institutional readers.
- A visible clickable email under the final CTA (01/02/05) is required de-friction for a mailto CTA; 03/04/06 lost points without it.
- "Real photos pending." must never ship (05's founders section) — flagged by three graders as a live trust wound.
- Whisper-CTAs don't book calls — 06's 0.72rem tracked-caps buttons were its biggest dock.
Ingredients shortlist for round 3
- 01's editorial spine — numbered sections, marginalia, footnote trust line — as the base register
- 02's hero syllabus card grafted into the hero's right column
- 04's Wednesday day-card re-dressed in the winning register (fewer chips, no pills)
- 03's dawn craft reserved for one moment on a light page (or a dark-mode variant)
- 05's scroll management: numbered kickers, progress hairline, clickable email close, ledger curriculum table
- 06's growing spine between sections + inset-keyline safety mat
Full reviews
G1 · Dr. Eleanor Brooks
Senior skeptic, division chief — picked 01
read review →G2 · Dr. Dev Patel
Embarrassed-curious hospitalist, 11pm phone — picked 02
read review →G3 · Dr. Grace Okafor
Department chair with budget — picked 02
read review →G4 · Simone Adler
Brand & design director — picked 01
read review →