ATOMIC EVIDENCE
17 RECORDS.
ZERO MYSTERY IDs.
Every ID used in the audit resolves here with its source, observation date, screen or state, buyer impact, remedy, confidence, and limitation.
E-01High confidence
Current homepage · desktop capture
July 28, 2026 · 1280 × 720 · opening viewport capture
- Observed
- The live hero does not surface price, product construction, or subscription control.
- Buyer impact
- A first-time buyer must scroll before understanding the complete offer.
- Remedy
- Move the complete offer and risk-reducing terms into the first decision screen.
- Limitation
- Buyer impact is directional because production analytics were not supplied.
Open evidence ↗E-02High confidence
Current homepage · mobile capture
July 28, 2026 · 375 × 812 · opening viewport capture
- Observed
- The live mobile opening moves from a broad Fresh Air promise into undefined superior-airflow and particle-stopping language while price and subscription control remain out of view.
- Buyer impact
- The buyer reaches a strong product claim before the complete value and its limitations are established.
- Remedy
- Lead with the complete offer, then qualify product capability with fit, evidence, and limitations.
- Limitation
- No production funnel analytics were supplied.
Open evidence ↗E-03High confidence
Current homepage · tablet capture
July 28, 2026 · 768 × 1024 · opening viewport capture
- Observed
- The live responsive homepage preserves the same message order at tablet width.
- Buyer impact
- The hierarchy issue persists across a high-consideration browsing format.
- Remedy
- Use a responsive content hierarchy rather than only scaling the desktop sequence.
- Limitation
- Evidence represents one browser engine and one capture date.
Open evidence ↗E-04High confidence
Current product page · desktop capture
July 28, 2026 · 1280 × 720 · opening viewport capture
- Observed
- The page shows the $27 starting price, free shipping, and selectors, while subscription controls remain visually quiet.
- Buyer impact
- Buyers may understand price before they understand flexibility and total-experience value.
- Remedy
- Pair price with cadence, control, and risk reversal beside the primary action.
- Limitation
- No transaction was submitted.
Open evidence ↗E-05High confidence
Current product page · mobile capture
July 28, 2026 · 375 × 812 · opening viewport capture
- Observed
- Size and cadence selection appear without a first-class route for buyers who do not know their size.
- Buyer impact
- A common uncertainty can interrupt the highest-intent path.
- Remedy
- Add a guided size-recovery path within the builder.
- Limitation
- No production abandonment data were supplied.
Open evidence ↗E-06High confidence
Current product page · full capture
July 28, 2026 · 1280px · full-page capture
- Observed
- Comparison, reviews, and broad wellness claims appear later in the purchase sequence.
- Buyer impact
- Useful proof is separated from the decision it should support.
- Remedy
- Move verifiable proof next to the relevant objection and retire unsupported outcomes.
- Limitation
- Health claims were not independently substantiated.
Open evidence ↗E-07Medium confidence
TRU live homepage · network inspection
July 28, 2026 · Desktop · single synthetic observation
- Observed
- The live experience loaded legacy Bootstrap and jQuery plus multiple analytics and advertising requests.
- Buyer impact
- The technology mix increases implementation complexity and can make performance governance harder.
- Remedy
- Rationalize the production stack and set performance budgets before launch.
- Limitation
- This is not field data or a repeatable performance benchmark; performance is not scored.
Open evidence ↗E-08Medium confidence
TRU live homepage · analytics inspection
July 28, 2026 · Desktop · unauthenticated analytics observation
- Observed
- The homepage emitted an event named tru_step_2.
- Buyer impact
- Existing event semantics may not map cleanly to the proposed funnel until the taxonomy is confirmed.
- Remedy
- Confirm event ownership, definitions, and conversion mapping before migration.
- Limitation
- Owner analytics access was not supplied; measurement is not scored.
Open evidence ↗E-09High confidence
TRU live sitemap endpoint
July 28, 2026 · HTTP request
- Observed
- The live sitemap URL returned 404 during research.
- Buyer impact
- Search engines may have a weaker discovery and maintenance signal for indexable content.
- Remedy
- Ship and validate a production sitemap only when the approved site is ready to index.
- Limitation
- Server behavior can change after the observation date.
Open evidence ↗E-10High confidence
Proposed homepage · desktop capture
July 28, 2026 · 1280 × 720 · opening viewport capture
- Observed
- The proposed homepage presents the category, offer, proof, and action as one connected system.
- Buyer impact
- Stakeholders can judge the recommendation in a realistic customer context.
- Remedy
- Use the working demonstration as the production experience reference, subject to owner, legal, and performance validation.
- Limitation
- This is a non-transactional demonstration.
Open evidence ↗E-11High confidence
Proposed homepage · mobile capture
July 28, 2026 · 375 × 812 · opening viewport capture
- Observed
- The proposed mobile experience prioritizes one offer and one next action at a time.
- Buyer impact
- The concept reduces decision cost on the narrow-screen journey.
- Remedy
- Preserve the hierarchy during production implementation and usability testing.
- Limitation
- This is a non-transactional demonstration.
Open evidence ↗E-12High confidence
Proposed mixed-size builder · tested state
July 28, 2026 · Primary and secondary size · editable quantities · shared cadence
- Observed
- Each selected size and quantity remains a distinct line item through review, cart, edit, reload, and checkout.
- Buyer impact
- The multi-return household can evaluate an order without mental arithmetic or support.
- Remedy
- Connect the demonstrated state model to validated catalog, inventory, and subscription logic.
- Limitation
- Pricing and availability remain demonstration data until production integration.
Open evidence ↗E-13High confidence
Proposed safe checkout · success state
July 28, 2026 · Synthetic contact and address data
- Observed
- The checkout validation and success state can be completed without creating a transaction.
- Buyer impact
- Stakeholders can evaluate the final handoff without operational risk.
- Remedy
- Connect approved commerce, privacy, inventory, and lifecycle integrations only for production.
- Limitation
- No form data is persisted and no payment is processed.
Open evidence ↗E-14High confidence
Current journal · desktop capture
July 28, 2026 · 1280 × 900 · visible archive
- Observed
- The live journal opens with articles dated April 2020 and December 2019, including medical-adjacent topics.
- Buyer impact
- The stale archive weakens current answer authority and amplifies claim-review risk.
- Remedy
- Rebuild the journal as a current, sourced answer engine; assign a named editorial owner and qualified technical reviewer before publication.
- Limitation
- Traffic and backlink data were not supplied.
Open evidence ↗E-15High confidence
Blueair · primary-source category review
July 28, 2026 · Published brand positioning
- Observed
- Blueair publicly describes itself as an air-wellness brand.
- Buyer impact
- TRU cannot credibly present the generic words Air Wellness as newly created or exclusively ownable.
- Remedy
- Position the narrower wedge Air Wellness on Autopilot for central-HVAC homes and complete formal trademark clearance.
- Limitation
- This is a strategic collision check, not a legal trademark opinion.
Open evidence ↗E-16High confidence
Current homepage · health-claim section capture
July 28, 2026 · 1280px desktop · section capture
- Observed
- The live page associates the experience with stronger immunity, reduced anxiety, brain growth, better sleep, improved heart rate, and lower stress without a visible evidence framework in the section.
- Buyer impact
- Specific health-adjacent outcomes can make sophisticated buyers question the broader Air Wellness proposition.
- Remedy
- Separate product capability from wellness aspiration and require a source, limitation, owner, and review date for every outcome claim.
- Limitation
- This records visible page copy; it does not determine whether substantiation exists outside the page.
Open evidence ↗E-17High confidence
Current product page · comparison-table capture
July 28, 2026 · 1280px desktop · section capture
- Observed
- The live table gives TRU exclusive checks for odor control and carbon protection, uses undefined superiority language, and presents performance statements without linked methodology in the section.
- Buyer impact
- An undefined comparison invites the buyer to challenge the proof instead of accepting the premium-value argument.
- Remedy
- Compare dated, verifiable construction, service, price, and control attributes; link methodology behind quantified performance.
- Limitation
- The capture records the visible table, not every possible product in the market.
Open evidence ↗
BLUEPRINT
