# Landing & Onboarding Scope

_Point-in-time scope memo, 2026-07-04. Consolidates the onboarding/landing review: audience
model, claims audit, objection map, target landing architecture, and the implementation
phases. Supersedes nothing; feeds the next landing/onboarding sessions._

_Status (2026-07-04, same session): **Phases 1 and 2 shipped** — deep links, paste door,
learn links, brushed-scatter example, and the full landing overhaul (showcase block,
editor proof, objection beats, reweighted blocks, trust creed, voice pass). Phase 3
(learn growth) remains. Gotcha recorded at the code site: faceted/concat specs need
`fitMode: 'default'` in `LandingChart` — the width-fit contract can't size their
children._

## Audience & thesis

The goal of the public surfaces is to **popularize Vega-Lite's capabilities**, not to serve
a niche. Two audiences, one page, two pitches:

- **Beginners / the declarative-curious** — sold on **Vega-Lite itself**: charts written as
  text, interactive by declaration, beautiful out of the box (something users rarely have
  time to achieve themselves). Their doors: the Chart Builder, examples, `/learn/`.
- **Practitioners** (already write specs, often via wrappers) — sold on **the editor**: a
  home for specs (vs. the Vega editor's scratchpad), schema-aware Monaco, dataset library,
  themes/fonts, export parameters the vega-embed kebab menu never offers.

The surface stays **general-purpose**: learners are welcome underneath, but nothing reads
as a teaching tool or classroom product. Blocks alternate between the two pitches; the
strongest moves serve both at once (a themed, interactive chart sells VL capability to the
beginner and the theming machinery to the practitioner in the same pixels).

Hero-copy consequence: "A home for your Vega-Lite charts" addresses only people who
already have Vega-Lite charts. The headline must admit the beginner too — positive case
first (charts as text: interactive, themeable, durable), "home for them" as the second
beat.

## Claims audit (2026-07-04)

Every claim on the current landing verifies against the code — no overclaims. The page
**underclaims**: shipped capabilities absent from it, in order of missed leverage:

1. **Interactivity** — the page contains zero interactive charts (live-rendered, yes;
   interactive, no), while interactivity is VL's headline capability for popularization.
2. **Composition wireframe** — drag-editable multi-view editing; unique in the Vega
   ecosystem; unmentioned.
3. **Data inspector** — input vs. resolved rows per view; the answer to "why is my chart
   empty"; unmentioned.
4. **CodeLens scaffolds** — one-click working params/transforms/view blocks; the bridge
   feature (beginners get working code to study, practitioners get speed); unmentioned.
5. **Theme Builder breadth** — landing lists colour/type/axes/legend/layout; it also does
   marks, titles, number formats.
6. **`/learn/`** — a capability, currently only a nav link.

Nitpick: "Sixteen presets" counts "Stock Vega-Lite (no theme)" as a preset.

Page-wide visual finding: nearly every chart renders in default blue. The page's imagery
_is_ its charts; they must carry themed variety — the page itself is the proof of
"out-of-the-box beauty without the time investment".

Pacing findings (desktop 1440, light): theme block ≈ a quarter of total scroll (three
tall charts stacked); builder demo's default state is the most boring chart it can produce
(count-by-channel, plain blue); datasets — the core "home, not scratchpad" argument — gets
the weakest visual (small static mock); export gets a full peer block for what is partly
table-stakes; the hero app window reads as a screenshot (nothing signals it is live).

## Objection map

Objections cluster two ways; each gets **one compact moment** on the page, not a FAQ
sprawl. The best answers are either **on-ramps** or **stances stated before suspicion
forms**.

**Habit cluster** — "I already have a way" — one positioning block near the editor
section:

- _Vega editor?_ A scratchpad, not a home. (One-slot, no library, no fonts/themes.)
- _Altair / wrappers?_ Their output **is** a Vega-Lite spec — paste it in, polish, keep.
  Most real-world VL usage is via Altair; this is the largest single objection. Nobody
  hand-writes specs from a blank buffer, and Astrolabe never asks them to (examples,
  builder, paste + autocomplete/scaffolds/inspector). Last-mile polish (label exprs, axis
  formats) is often faster in the spec than translated back through a wrapper API.
- _LLMs write specs?_ Yes — paste it here; this is where an almost-right spec gets
  diagnosed (preview, validation, inspector). AI-free is a privacy feature: the model
  never sees the real data.

**Trust cluster** — generated by the local-only stance itself — lives at/near the creed:

- _Local = fragile?_ The library exports as one JSON file; back it up like any file you
  own. Copy must stay on export/import — never imply sync (none exists).
- _Closed source, so why believe "no data leaves"?_ Falsifiable claim instead: static
  site, no backend, works fully offline once installed — airplane mode is the audit.
  (Never claim open source.)
- _Solo project longevity?_ Lock-in-free is the honest answer: everything is ordinary
  Vega-Lite JSON; specs outlive the tool; the PWA keeps working offline.
- _Sharing?_ Exports are the sharing story; spec-with-data-inlined is quietly the share
  feature and should be framed as one.

Beginner-adjacent beat (one line, no comparison table): vs. Datawrapper/Flourish — no
account, no hosting dependency, real interactivity, a growing library you own.

**Deliberately not addressed on the landing**: storage limits / huge datasets (real
constraint, edge concern; the in-app storage monitor is the right surface — raising it in
marketing plants a worry most visitors never had).

## Target landing architecture

1. **Hero + app window** — dual-audience headline; default example themed and
   interactive; explicit "this is the real app — try it" affordance; window's snippets
   deep-link into the app.
2. **"What Vega-Lite can do"** — NEW, the popularization centerpiece: 2–3 interactive
   charts (tooltip; brush → linked filter; a facet) in distinct themes, each beside its
   short spec. Argument: _this is a text file._
3. **"A serious editor"** — practitioner proof: autocomplete/validation/inline docs
   shown (staged, NOT real Monaco — the post-build gate keeps Monaco off the landing),
   CodeLens scaffold shown, data inspector named. Positioning block (habit cluster)
   attaches here.
4. **"Don't want to start from JSON?"** — builder, explicitly the second door; demo
   defaults to a colourful non-trivial state (an intent applied, colour encoding on).
5. **"One library"** — datasets promoted and made vivid (extract-inline-data
   before/after is the honest demo).
6. **"Make it yours"** — half current height: one chart + theme switcher, gallery as a
   compact grid, fonts in the first sentence.
7. **"Get it out the way you need it"** — export reframed as practitioner pain relief
   (parameters the vega-embed kebab menu lacks), compact; inline-data export framed as
   sharing.
8. **Creed** — plus the trust cluster (backup/export, offline-as-proof, portability-as-
   longevity) → learn pointer → close.

Verify on mobile and dark before committing layout.

## App-side changes

- **Deep links in**: `#build` already exists in the hash grammar — the landing builder
  demo can link today. Add `#example-<id>` (consumed once at startup: create that
  example as a snippet, open it, clear the param) so landing demos hand off momentum
  instead of resetting at the onboarding canvas. Spec §01 hash table updates with it.
- **Onboarding canvas third door — "Paste a spec"**: serves Altair users, LLM users,
  Vega-editor migrants; today they must Create → select-all → delete → paste. Also a
  quiet "Restoring from an export? Import your workspace" line (Import is header-icon-only
  during onboarding). Spec §02 updates.
- **Example gallery showpieces**: add 1–2 interactive/composed examples (brushable
  scatter + linked histogram; ties to the existing linked-views lesson). Single source of
  truth pays twice: the landing hero window shows them automatically.
- **Learn wiring**: the app currently has zero links to `/learn/`. Add: About modal, and
  a low-key onboarding-canvas line.

## Learn direction

- Lessons gain "Open in Astrolabe" (mechanism: example ids where possible; arbitrary
  stage specs need a spec-payload deep link — decide at implementation, watch hash size).
- Content growth (later): lessons keyed to examples ("what to try next with the
  scatter"), draft/publish workflow, theming walkthrough. Until grown, keep nav billing
  consistent with a two-lesson section.

## Implementation phases

**Phase 1 — connective tissue (app-side, one session):**
`#example-<id>` deep link (core parse + startup consumption + tests) · paste-a-spec door
(+ import line) on the onboarding canvas · learn links (About + canvas) · showpiece
example(s) in `CHART_EXAMPLES` with compile test · spec §01/§02 updates in-session.

**Phase 2 — landing overhaul (design-involved):**
New showcase block (#2) first — it is the thesis · editor-proof block (#3, staged
visuals, no Monaco import) · resequence/reweight (#4–#7) · hero copy + live-affordance ·
objection + trust beats · themed-chart pass across every chart on the page · mobile/dark
pass.

**Phase 3 — learn growth (ongoing content):**
"Open in Astrolabe" from lessons · new lessons per the direction above.

## Parked / deferred

- Post-first-snippet discoverability (draft/publish, extract, theming are invisible until
  stumbled on; no tours — against the app's grain) → parked in `docs/ux-second-pass.md`
  for the batched council pass.
- Multi-device sync → separate exploration (see monetization/sync memo); landing copy
  must not imply it.
- URL-encoded spec sharing (à la Vega editor) → plausible future feature if the sharing
  objection keeps surfacing; product, not copy.