Marketing Intelligence / Design system / Evidence Ledger
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Design system v0.1

Make every decision traceable.

Evidence Ledger is a calm editorial workspace for turning research into accountable decisions, briefs, approvals, and reusable learning—without pretending uncertainty does not exist.

Research direction selected
Foundations

Quiet surfaces. Strong hierarchy. Explicit meaning.

Color roles

Canvas#F5F7F6
Primary ink#182321
Primary action#075E59
Citation link#005EA8
Focus ring#6D28D9

Typography

A research conclusion should read like a considered argument.

Source Sans 3 — UI, tables & labels

Source Serif 4 is reserved for research summary headings. Sentence case throughout; tabular figures for dates and IDs.

System constraints

  • 4px spacing base: 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64
  • 4px controls · 8px cards · 12px dialogs
  • Borders and surface changes before shadows
  • AA minimum contrast; status never color-only
  • Motion explains a change, never decorates routine work
Evidence patterns

Provenance stays beside the claim.

Customers describe “proof before promise” as a decisive trust signal in high-consideration purchase journeys. [S1, S2]
Primary research · Customer interview

Confidence: medium — two interviews and a corroborating review theme; sample remains narrow.

Citation drawer would retain publisher, date, URL, captured context, freshness and the exact claims supported.

Checking Assigned to R. Verma · review due before decision is approved.

Confidence is an assessment; verification is a visible workflow state.

Decision & approval

Prioritise proof-led positioning
Owner: Strategy · Proposed today
Proposed
Supporting and contradicting evidence remain linked.
P0 component library

Small primitives that compose into accountable work.

Prioritised component inventory
FoundationEvidence & decisionsSystem states
App shell, context bar, left navigation, tabsSource chip, status lozenge, confidence indicator, citation markerInline validation, error summary, banner, empty state
Buttons, links, fields, selects, checkbox, radioResearch claim card, decision header, approval panel, activity entrySkeleton, spinner, dialog and drawer shell
Focus, menu, tooltip, density switcherTable header, row, sortable header, filters, paginationPartial-failure and stale-state treatment

Component contract

Every component ships with visual variants, state properties, responsive behavior, content limits, keyboard/focus order and accessibility notes—not just a happy-path screenshot.

No evidence captured yet

First use is not an error. Explain the next useful action and preserve the user’s context.

Design discipline

Do not let the interface claim more certainty than the research earns.

Do

  • Place evidence beside the claim it supports.
  • Use text and icons with semantic color.
  • Keep uncertainty and contradictions visible.
  • Label actions by their consequence.
  • Preserve work and partial results after failure.

Do not

  • Hide provenance behind a generic source count.
  • Use opaque confidence scores or color-only status.
  • Invent metrics or fill the product with decorative charts.
  • Turn every block into a floating card.
  • Animate routine evidence browsing for effect.
Research basis

Transferable standards, original product direction.

The system is an original recommendation informed by official accessibility and component guidance: WCAG 2.2, GOV.UK Design System, USWDS, IBM Carbon, and Atlassian Design System.