{
  "schema_version": "1.0",
  "generated_at": "2026-07-10T00:14:18.312Z",
  "slug": "deathwishcoffee-com-2026-07-09",
  "domain": "deathwishcoffee.com",
  "funnel_type": "ecommerce",
  "provenance": {
    "facts": "measured",
    "design_tokens": "measured",
    "proof_language": "measured",
    "steps": "measured",
    "screenshots": "measured",
    "favicon": "measured",
    "score": "derived_deterministic",
    "agent_brief": "rendered_summary"
  },
  "score": {
    "source_type": "derived_deterministic",
    "score": 35,
    "band": "Sparse",
    "stars": 1,
    "categories": [
      {
        "id": "offer",
        "label": "Offer clarity",
        "pts": 13,
        "cap": 18
      },
      {
        "id": "action",
        "label": "Action path",
        "pts": 0,
        "cap": 13
      },
      {
        "id": "trust",
        "label": "Trust & proof",
        "pts": 6,
        "cap": 17
      },
      {
        "id": "friction",
        "label": "Friction reduction",
        "pts": 10,
        "cap": 15
      },
      {
        "id": "value",
        "label": "Value reinforcement",
        "pts": 0,
        "cap": 15
      },
      {
        "id": "urgency",
        "label": "Risk reversal & urgency",
        "pts": 0,
        "cap": 10
      }
    ]
  },
  "devices_available": [
    "desktop",
    "mobile"
  ],
  "facts": {
    "source_type": "measured",
    "profile": {
      "funnel_type": "ecommerce",
      "score": {
        "score": 35,
        "band": "Sparse",
        "stars": 1,
        "categories": [
          {
            "id": "offer",
            "label": "Offer clarity",
            "pts": 13,
            "cap": 18
          },
          {
            "id": "action",
            "label": "Action path",
            "pts": 0,
            "cap": 13
          },
          {
            "id": "trust",
            "label": "Trust & proof",
            "pts": 6,
            "cap": 17
          },
          {
            "id": "friction",
            "label": "Friction reduction",
            "pts": 10,
            "cap": 15
          },
          {
            "id": "value",
            "label": "Value reinforcement",
            "pts": 0,
            "cap": 15
          },
          {
            "id": "urgency",
            "label": "Risk reversal & urgency",
            "pts": 0,
            "cap": 10
          }
        ]
      },
      "funnel_depth": 3,
      "proof_points": 6,
      "proof_steps": 3,
      "components_present": 7,
      "free_gifts": 1,
      "discount_present": true,
      "has_countdown": false,
      "subscription_detected": true,
      "checkout_form_fields": 0,
      "price_continuity": {
        "continuous": false,
        "shared": []
      },
      "tactics_detected": 5,
      "tactics_total": 13,
      "checkout_reached": false
    },
    "patterns": [
      {
        "id": "anchor_discount",
        "label": "Anchor / strikethrough pricing",
        "category": "offer",
        "present": true,
        "count": 3,
        "evidence": [
          "home: 30% off",
          "pdp: 30% off",
          "cart: $12.99 / $39.98 / $38.00 / 20% OFF"
        ]
      },
      {
        "id": "comparison_table",
        "label": "Us-vs-them comparison",
        "category": "objection",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "countdown_urgency",
        "label": "Countdown / urgency timer",
        "category": "urgency",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "express_checkout",
        "label": "Express wallets",
        "category": "checkout",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "faq_objection",
        "label": "FAQ / objection handling",
        "category": "objection",
        "present": true,
        "count": 3,
        "evidence": [
          "home: FAQ/accordion",
          "pdp: FAQ/accordion",
          "cart: FAQ/accordion"
        ]
      },
      {
        "id": "free_gift_stack",
        "label": "Stacked free gifts",
        "category": "incentive",
        "present": false,
        "count": 1,
        "evidence": []
      },
      {
        "id": "free_shipping_offer",
        "label": "Free shipping",
        "category": "offer",
        "present": true,
        "count": 1,
        "evidence": [
          "pdp: free shipping"
        ]
      },
      {
        "id": "guarantee",
        "label": "Money-back guarantee",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "per_serving_anchor",
        "label": "Per-unit price anchor",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "proof_above_fold",
        "label": "Proof above the fold",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "proof_saturation",
        "label": "Proof at every step",
        "category": "proof",
        "present": false,
        "count": 1,
        "evidence": [
          "pdp: 4717 Reviews"
        ]
      },
      {
        "id": "review_wall",
        "label": "On-page review wall",
        "category": "proof",
        "present": true,
        "count": 2,
        "evidence": [
          "home: review wall",
          "pdp: review wall"
        ]
      },
      {
        "id": "subscription_default",
        "label": "Subscription / auto-ship",
        "category": "offer",
        "present": true,
        "count": 1,
        "evidence": [
          "cart: every 30 days"
        ]
      }
    ]
  },
  "design_tokens": {
    "source_type": "measured",
    "summary": {
      "roles": {
        "primary": "#e12727",
        "accent": "#e12727",
        "bg": "#ffffff",
        "surface": "#ededed",
        "text": "#ffffff"
      },
      "font": {
        "display": "Revans-Bold",
        "body": "Fenomen-Sans-Bold"
      },
      "radius_scale": [
        2,
        3,
        4,
        50
      ]
    }
  },
  "proof_language": [
    {
      "type": "urgency",
      "template": "limited time",
      "examples": [
        "limited time"
      ]
    },
    {
      "type": "discount",
      "template": "{N}% off",
      "examples": [
        "30% off",
        "20% OFF"
      ]
    },
    {
      "type": "review_count",
      "template": "{N} Reviews",
      "examples": [
        "4717 Reviews"
      ]
    },
    {
      "type": "star_rating",
      "template": "{X} out of 5",
      "examples": [
        "4.8 out of 5"
      ]
    },
    {
      "type": "free_shipping",
      "template": "Free shipping",
      "examples": [
        "Free shipping"
      ]
    }
  ],
  "steps": [
    {
      "n": 1,
      "id": "home",
      "label": "Homepage / Lander",
      "url": "https://www.deathwishcoffee.com/",
      "reached": true,
      "copy": {
        "title": "#1 Organic and #1 Fair Trade Coffee – Death Wish Coffee",
        "hero_copy": "Item added to your cart | BURY YOUR BLUES IN BLUEBERRY COFFEE | WHEN LIFE SURGES, SO DO YOU",
        "h1": [],
        "h2": [
          "Item added to your cart",
          "BURY YOUR BLUES IN BLUEBERRY COFFEE",
          "WHEN LIFE SURGES, SO DO YOU",
          "THE MORE YOU BUY, THE MORE YOU SAVE",
          "NEW ARRIVALS",
          "SUBSCRIBE AND SAVE 30% OFF YOUR ORDER",
          "WHAT PEOPLE ARE SAYING",
          "MY TASTE BUDS ARE IN SHOCK"
        ],
        "ctas": [
          "SKIP TO CONTENT",
          "1 / of 3",
          "SHOP BLUEBERRY SHOP NEW ARRIVALS",
          "SHOP BLUEBERRY",
          "SHOP NEW ARRIVALS",
          "SHOP POWER SURGE LEARN MORE",
          "SHOP POWER SURGE",
          "LEARN MORE",
          "BUILD YOUR BUNDLE SHOP CANNED LATTES",
          "BUILD YOUR BUNDLE",
          "SHOP CANNED LATTES",
          "ADD TO CART"
        ],
        "prices": [
          "$25.00",
          "$30.00",
          "$12.00",
          "$15.00",
          "$5.00",
          "$38.00",
          "$19.99",
          "$14.99",
          "$13.99",
          "$39.99",
          "$15.99"
        ],
        "form_fields": 2
      },
      "proof": [
        {
          "type": "urgency",
          "text": "limited time",
          "value": null
        },
        {
          "type": "discount",
          "text": "30% off",
          "value": 30
        }
      ],
      "tactics": [
        "review_wall",
        "subscription_toggle",
        "faq_accordion"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/01-home/hero.png",
        "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/01-home/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/01-home/crops/primary_cta.png"
        }
      ]
    },
    {
      "n": 2,
      "id": "pdp",
      "label": "Product page",
      "url": "https://www.deathwishcoffee.com/products/death-wish-coffee",
      "reached": true,
      "copy": {
        "title": "Fiercely Strong Coffee | Dark Roast Coffee – Death Wish Coffee",
        "hero_copy": "Item added to your cart | Dark Roast Coffee | Dark Roast Coffee",
        "h1": [
          "Dark Roast Coffee",
          "DARK ROAST COFFEE"
        ],
        "h2": [
          "Item added to your cart",
          "Dark Roast Coffee",
          "Dark Roast Coffee",
          "FLAVOR PROFILE",
          "ATTRIBUTES",
          "DETAILS",
          "Reviews",
          "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER"
        ],
        "ctas": [
          "SKIP TO CONTENT",
          "SKIP TO PRODUCT INFORMATION",
          "ONE-TIME PURCHASE $1.25/oz",
          "SUBSCRIBE AND SAVE $0.87/oz 30% OFF",
          "30 Days 60 Days 90 Days",
          "30 Days",
          "60 Days",
          "90 Days",
          "START A NEW SUBSCRIPTION",
          "ADD TO CART",
          "ϙ Search",
          "Write a review . This action will open a modal dialog."
        ],
        "prices": [
          "$19.99",
          "$1.25",
          "$0.87",
          "$15.99",
          "$13.99",
          "$14.99"
        ],
        "form_fields": 11
      },
      "proof": [
        {
          "type": "review_count",
          "text": "4717 Reviews",
          "value": 4717
        },
        {
          "type": "star_rating",
          "text": "4.8 out of 5",
          "value": 4.8
        },
        {
          "type": "free_shipping",
          "text": "Free shipping",
          "value": null
        },
        {
          "type": "discount",
          "text": "30% off",
          "value": 30
        }
      ],
      "tactics": [
        "review_wall",
        "free_gift",
        "subscription_toggle",
        "faq_accordion",
        "trust_badges",
        "free_shipping",
        "usage_proof"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/02-pdp/hero.png",
        "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/02-pdp/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/02-pdp/crops/primary_cta.png"
        },
        {
          "region": "proof",
          "label": "Proof placement",
          "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/02-pdp/crops/proof.png"
        }
      ]
    },
    {
      "n": 3,
      "id": "cart",
      "label": "Cart",
      "url": "https://www.deathwishcoffee.com/cart",
      "reached": true,
      "copy": {
        "title": "Your Shopping Cart – Death Wish Coffee",
        "hero_copy": "YOUR CART | Your cart is empty | Have an account?",
        "h1": [
          "YOUR CART",
          "Your cart is empty"
        ],
        "h2": [
          "Have an account?",
          "SUBTOTAL",
          "FEATURED COLLECTION",
          "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER",
          "End of the road, jack.",
          "COMPANY",
          "ACCOUNTS + ORDERS",
          "LEGAL"
        ],
        "ctas": [
          "SKIP TO CONTENT",
          "CONTINUE SHOPPING",
          "Decrease quantity for Blueberry Coffee (9oz)",
          "Increase quantity for Blueberry Coffee (9oz)",
          "Decrease quantity for Dark Roast Coffee",
          "Increase quantity for Dark Roast Coffee",
          "Decrease quantity for Valhalla Java Odinforce Blend",
          "Increase quantity for Valhalla Java Odinforce Blend",
          "CHECK OUT",
          "ADD TO CART",
          "QUICK SHOP",
          "VIEW ALL"
        ],
        "prices": [
          "$12.99",
          "$0.00",
          "$39.98",
          "$27.99",
          "$15.99",
          "$43.98",
          "$38.00",
          "$34.20",
          "$60.00",
          "$55.00",
          "$30.00"
        ],
        "form_fields": 5
      },
      "proof": [
        {
          "type": "discount",
          "text": "20% OFF",
          "value": 20
        }
      ],
      "tactics": [
        "free_gift",
        "subscription_toggle",
        "faq_accordion",
        "trust_badges"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/03-cart/hero.png",
        "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/03-cart/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/03-cart/crops/primary_cta.png"
        },
        {
          "region": "checkout",
          "label": "Cart / order summary",
          "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/03-cart/crops/checkout.png"
        }
      ]
    },
    {
      "n": 4,
      "id": "checkout",
      "label": "Checkout",
      "url": "https://www.deathwishcoffee.com/cart",
      "reached": false,
      "copy": {
        "title": "Your Shopping Cart – Death Wish Coffee",
        "hero_copy": "YOUR CART | Your cart is empty | Have an account?",
        "h1": [
          "YOUR CART",
          "Your cart is empty"
        ],
        "h2": [
          "Have an account?",
          "SUBTOTAL",
          "FEATURED COLLECTION",
          "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER",
          "End of the road, jack.",
          "COMPANY",
          "ACCOUNTS + ORDERS",
          "LEGAL"
        ],
        "ctas": [
          "SKIP TO CONTENT",
          "CONTINUE SHOPPING",
          "Decrease quantity for Blueberry Coffee (9oz)",
          "Increase quantity for Blueberry Coffee (9oz)",
          "Decrease quantity for Dark Roast Coffee",
          "Increase quantity for Dark Roast Coffee",
          "Decrease quantity for Valhalla Java Odinforce Blend",
          "Increase quantity for Valhalla Java Odinforce Blend",
          "CHECK OUT",
          "ADD TO CART",
          "QUICK SHOP",
          "VIEW ALL"
        ],
        "prices": [
          "$12.99",
          "$0.00",
          "$39.98",
          "$27.99",
          "$15.99",
          "$43.98",
          "$38.00",
          "$34.20",
          "$60.00",
          "$55.00",
          "$30.00"
        ],
        "form_fields": 5
      },
      "proof": [
        {
          "type": "discount",
          "text": "20% OFF",
          "value": 20
        }
      ],
      "tactics": [
        "free_gift",
        "subscription_toggle",
        "faq_accordion",
        "trust_badges"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/04-checkout/hero.png",
        "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/04-checkout/full.png"
      },
      "crops": []
    }
  ],
  "favicon_url": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/favicon",
  "agent_brief": {
    "source_type": "rendered_summary",
    "note": "generated only from measured facts — see facts.patterns[].evidence",
    "markdown": "# Agent Brief — build in the style of deathwishcoffee.com\n\n> Machine-extracted from a live funnel teardown (2026-07-09). 100% facts — measured\n> tokens, detected patterns, harvested proof strings. No LLM interpretation.\n> Tokens: `tokens.json` / `tailwind.css`.\n\n**Category (label):** —\n**Funnel:** Homepage / Lander → Product page → Cart → Checkout\n\n## Palette (area-weighted from live CSS)\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#000000` | 74.5% | support |\n| `#e12727` | 9.8% | accent/brand |\n| `#201e1d` | 9.4% | support |\n| `#ffffff` | 6.3% | background |\n| `#666666` | 0.1% | support |\n| `#757575` | 0% | support |\n| `#ededed` | 0% | background |\n| `#262626` | 0% | support |\n\nCurated roles: `primary=#e12727` · `accent=#e12727` · `bg=#ffffff` · `surface=#ededed` · `text=#ffffff`\n\n## Type\n- Display: `Revans-Bold`\n- Body: `Fenomen-Sans-Bold`\n- Size scale (px): 12, 14, 16, 18, 20, 22, 28, 32, 54\n- Radius (px): 2, 3, 4, 50\n\n## Patterns detected (fact-based) — 5/13\n- **Anchor / strikethrough pricing** — A struck-through original price or an \"X% off\" claim. _(home: 30% off; pdp: 30% off; cart: $12.99 / $39.98 / $38.00 / 20% OFF)_\n- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step. _(cart: every 30 days)_\n- **On-page review wall** — An embedded wall of customer reviews. _(home: review wall; pdp: review wall)_\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(pdp: free shipping)_\n- **FAQ / objection handling** — An accordion / FAQ block answering objections. _(home: FAQ/accordion; pdp: FAQ/accordion; cart: FAQ/accordion)_\n\n## Proof language (harvested strings → templates)\n- `limited time` — e.g. \"limited time\"\n- `{N}% off` — e.g. \"30% off\", \"20% OFF\"\n- `{N} Reviews` — e.g. \"4717 Reviews\"\n- `{X} out of 5` — e.g. \"4.8 out of 5\"\n- `Free shipping` — e.g. \"Free shipping\"\n\n## Funnel facts\n- Depth reached: 3 steps\n- Proof points: 6 across 3 steps\n- Free-gift line items (max on a step): 1\n- Discount/anchor pricing: yes · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: not detected\n\n## To replicate\nMatch the palette + type tokens above, deploy the detected patterns at the same funnel positions, and reuse the proof-language templates with your own numbers.\n"
  },
  "_links": {
    "self": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/bundle",
    "html": "https://uxxray.com/t/deathwishcoffee-com-2026-07-09",
    "brief": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/brief",
    "tokens_json": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/tokens?format=json",
    "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/tokens?format=w3c",
    "tailwind": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/tokens?format=tailwind",
    "css": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee-com-2026-07-09/tokens?format=css",
    "openapi": "https://api.uxxray.com/api/v1/openapi.json",
    "mcp": "https://api.uxxray.com (MCP)"
  },
  "devices": {
    "desktop": {
      "score": {
        "score": 35,
        "band": "Sparse",
        "stars": 1
      },
      "steps": [
        {
          "n": 1,
          "id": "home",
          "label": "Homepage / Lander",
          "url": "https://www.deathwishcoffee.com/",
          "reached": true,
          "copy": {
            "title": "#1 Organic and #1 Fair Trade Coffee – Death Wish Coffee",
            "hero_copy": "Item added to your cart | BURY YOUR BLUES IN BLUEBERRY COFFEE | WHEN LIFE SURGES, SO DO YOU",
            "h1": [],
            "h2": [
              "Item added to your cart",
              "BURY YOUR BLUES IN BLUEBERRY COFFEE",
              "WHEN LIFE SURGES, SO DO YOU",
              "THE MORE YOU BUY, THE MORE YOU SAVE",
              "NEW ARRIVALS",
              "SUBSCRIBE AND SAVE 30% OFF YOUR ORDER",
              "WHAT PEOPLE ARE SAYING",
              "MY TASTE BUDS ARE IN SHOCK"
            ],
            "ctas": [
              "SKIP TO CONTENT",
              "1 / of 3",
              "SHOP BLUEBERRY SHOP NEW ARRIVALS",
              "SHOP BLUEBERRY",
              "SHOP NEW ARRIVALS",
              "SHOP POWER SURGE LEARN MORE",
              "SHOP POWER SURGE",
              "LEARN MORE",
              "BUILD YOUR BUNDLE SHOP CANNED LATTES",
              "BUILD YOUR BUNDLE",
              "SHOP CANNED LATTES",
              "ADD TO CART"
            ],
            "prices": [
              "$25.00",
              "$30.00",
              "$12.00",
              "$15.00",
              "$5.00",
              "$38.00",
              "$19.99",
              "$14.99",
              "$13.99",
              "$39.99",
              "$15.99"
            ],
            "form_fields": 2
          },
          "proof": [
            {
              "type": "urgency",
              "text": "limited time",
              "value": null
            },
            {
              "type": "discount",
              "text": "30% off",
              "value": 30
            }
          ],
          "tactics": [
            "review_wall",
            "subscription_toggle",
            "faq_accordion"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/01-home/hero.png",
            "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-09/desktop/01-home/full.png"
          },
          "crops": [
            {
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