design_system.txt

Design system R

Demo Store

Sep 28 to Oct 4Demo data, not a real store

Net profit · last week$4,218▲ 5.6% vs the week before

Revenue$31,540▲ 8.2%

Ad spend$11,920▲ 4.1%

MER2.65▲ 3.9%

New customers402▼ 2.4%

Cost per new customer$29.65▲ 6.6%

The filled bar is the week you picked. Pills compare with the period before.

Customer value

May cohort

New customers earn back 2.3x what they cost

2.31Good: 2 to 3

Gross profit per customer after 3 months, divided by what one cost to get.

Cost per new customer

by month

Up 39% since April

$21.40

Apr

$22.90

May

$24.10

Jun

$26.80

Jul

$27.90

Aug

$29.65

Sep

From Wes

Wes

New customers cost $29.65 last week, up 6.6%. Hold spend flat and test 3 new hooks before you scale.

Pills and tags

Pills mean good, watch or bad. Tags name the area.

▲ GoodWatch▼ BadNo good directionNot enough data yet

money

ads

site

Wes

Money is tangerine, Ads pink, Site green. A pill always says its meaning in words or a sign, so green never reads as just Site.

Numbers line up

Geist Mono, tabular

MER held above 2.5 for 3 weeks

Week of	Revenue	Ad spend	MER
Sep 14	$28,410	$11,050	2.57
Sep 21	$29,150	$11,450	2.55
Sep 28	$31,540	$11,920	2.65

Color tokens

switch night mode to see both sets

--paper

--window

--window-warm

--titlebar

--field

--field-line

--plain

--ink

--muted

--line

--money

--money-soft

--money-tint

--ads

--ads-soft

--ads-tint

--site

--site-soft

--site-tint

--wes

--wes-tint

--good

--bad

--watch

--accent

Buttons and type

A text link

Page title, Instrument Serif

$4,218

Window takeaway, one bold line built from the numbers

Body text, Geist 15px. Plain words, short sentences.

Mono caps label

Pixel eyebrow

$12,345.67 · 2.65 · 37.4%

Pixel art

Wes

Money

Ads

Site

Cursor

Mint sky

Demo data. Not a real store.