> Kept by incident.synthetic@web-summit.dinis, 2026-11-11, 09:55 UTC

**Invented person; not user research; never quote as a real reader.**

# Run 1: `investor` (Priya Raman, invented), laptop 1440 × 900

A partner at a London seed fund for media and publishing technology, sent the link by a founder during Web Summit. Skeptical; has seen many "AI news" pitches. Six minutes on the site, then the investor pack at web-summit.sgit.ai/investors/. Walked 11 November, 09:53 to 09:55 UTC, Chromium, Do Not Track and Global Privacy Control on (no visit counted). Site served v0.1.780 to v0.1.783 during the walk.

## Path

1. `/` (Weather face), 25 s. Fold at 900 px of 5,757 px. Sees a full-width red block "RED · IPMA warning in force in Lisbon now" (H2 @162 px), the hour-by-hour grid (@478 px), the nav bar (Weather, Stories, Data room, Sources, Research, Labs, Studio, Team, Help, About). No sentence above the fold says what the site is, who makes it, or why it exists beyond "We aggregate public sources" in the strip at 57 px. Scrolls once; at 5,304 px the H1 "Storm Charles: the weather, now". Clicks About.
2. `/BRIEF.html` (About), 30 s. 9,279 px. Expects an "about us"; gets a dated log of Dinis Cruz's instructions to agents (H2s @855 px to @8,498 px). Picks up, by skimming: "a data source for a lot of agencies and a lot of people" (~300 px), "this should look like CNN" and an API, and at ~1,600 px "journalism of the future, data-driven, done by an agentic team". At ~8,500 px (ten screens down) reads Dinis's own words that the front page is "the data page" and a newcomer page is still missing. Clicks Team.
3. `/agents/` (Team), 30 s. 6,414 px. Top band at ~200 px: 69 pushes in the last hour, 55 deployed, 44 s median push to served, 32 agents, 17 active in 30 min. Then "What Dinis can unblock: 40 things" (H2 @295 px): no. 1 "The model provider's account is out of credit"; no. 2 "Web Summit's terms forbid automated reading and archiving of its sites"; no. 6 "Are we within IPMA's terms on launch day? Non-profit…". Reads these as risks. Clicks "Launch draft" in the sub-nav (@62 px).
4. `/outreach/launch.html`, 20 s. 5,442 px. A plan for reaching reporters, data journalists, meteorologists (H2 "Who, in groups" @806 px). No group for investors, partners or buyers; the words invest, business, revenue, market do not appear. Back to the nav; clicks Labs.
5. `/labs/`, 15 s. 1,974 px. "Labs: many ways of showing the same storm" (H1 @224 px): experiments with verdicts ("What was known when", "Lead times"). Sees craft, not a product. Clicks Help.
6. `/help/`, 10 s. 1,073 px. Table "If you want to … read"; first row "What this site is" (@497 px). Clicks it.
7. `/help/what-this-is.html`, 20 s. 1,106 px. The clearest paragraph so far (~300 px): "A record of Storm Charles in Lisbon… built and run by a team of software agents with a named human operator, Dinis Cruz". Two faces; JSON with sha256, llms.txt. Still nothing on who pays, what repeats, or what comes next. Six clicks from `/`. Leaves for the pack.
8. `https://web-summit.sgit.ai/investors/`, 40 s. 2,696 px. H1 "For investors" @450 px; "Start here" @904 px: pitch deck, technology deck, story, feedback. States the company (My Feeds, Loulé), what is sold (services and customised agentic teams), "no numbers… no projections, on purpose". No mention of Storm Charles.
9. `https://web-summit.sgit.ai/investors/story/`, 30 s. 2,652 px. "4. PrompTugal.news: the proof that it ships" (H2 @1,515 px). Storm Charles, storm-charles.promptugal.news and "incident" do not appear on the page.

Total on the Storm Charles site about 2 min 30 s of reading (7 pages, 6 clicks); she gave it up before the 6 minutes, because no page answered "what is the business".

## In 10 seconds

"A weather warning dashboard for Lisbon." Big red block, IPMA, hour grid. Not obviously anything to do with AI agents, publishing technology or a company. The word "PrompTugal" in the logo is the only hint of a wider brand.

## In 1 minute

After About and Team: an AI-agent team is building a live, sourced record of a storm, very fast (69 pushes an hour, 44 s to served, 32 agents), under rules about provenance. Impressive as operations; she cannot tell whether it is a product, a demo, or a one-off. She also now knows of three open risks the team itself lists: model credit exhausted, a terms-of-use conflict with Web Summit's sites, an open question about IPMA's terms (non-profit).

## Three things she looked for

| What | Result | Where | Clicks |
|---|---|---|---|
| What is new here (the idea, in one line) | partly | `/help/what-this-is.html` ~300 px; earlier fragments in `/BRIEF.html` at ~300 and ~1,600 px | 3 to the first fragment (/ → About), 6 to the clear version |
| Who is behind it | partly | Dinis Cruz named in footer of every page and in About; "incident team of Claude Code agents". No company, no people beyond Dinis, no link to the company or pack | 1 (About) |
| How big / what next (market, repeat use, the next incident) | not found | Nowhere on the 7 pages; the only "next" is the launch draft (outreach to reporters). CLAUDE.md's "template for the next incident" is not said on any page she saw | 6, then gave up |

## Lost or misled

- `/` reads as a warning service despite the "Not a warning service" strip: the red block dominates. She nearly closed the tab, thinking she had the wrong link.
- "About" opens an internal instruction log (BRIEF), not an about page; she has to read Dinis's directives to an agent to infer the purpose.
- "Team" leads with Dinis's 40 blocking asks, which an outsider reads as an operations backlog and a risk register.
- Nothing links the site to the company or the investor pack; she went there only because the founder's message named it.

## Words she did not understand

conductor@, "the faces", Data room vs Weather face, Studio, Panel, vaults, SG/Send, append lane, sealed, gate, superseded, METAR, Comunicado, IPMA (guessed), ANEPC, "the graph", llms.txt, markdown twin, entities, "row ids".

## Compared with the investor pack

The pack and the site do not connect in either direction: the pack's index and story never name Storm Charles or storm-charles.promptugal.news; the site never links to the pack, the company (My Feeds) or web-summit.sgit.ai. They tell compatible stories (an agentic team that ships in public, every claim sourced, a named human operator, "what runs is said to run"), but the pack's proof is PrompTugal.news and a partner's reaction, while the site is a stronger live proof (an incident covered overnight at 69 pushes an hour) that the pack does not cite. What the pack has and the site's front door lacks: one paragraph saying who, what is sold and to whom; the company; a "Start here" of four links; an explicit "no projections, on purpose"; a feedback route. What the site has that the pack lacks: measured speed (44 s median push to served), a visible team of 32 agents with states, an incident as a repeatable use case.

## What would make her act

A meeting: one screen on the site saying "this is what an agentic team did with a storm in 36 hours; the same team and method are for sale; here is the company", with a link to the pack, and the measured numbers (pushes, push-to-served, agents, cost) beside it. To invest: evidence the incident format repeats (a second incident, or a buyer: a newsroom, an agency, an insurer), a cost per incident (the accountant agent exists but the model provider is "out of credit"), and answers on the data-licence risks the Team page lists (IPMA non-profit terms, Web Summit's terms).

## Score

**2 / 5.** Impressive engineering in plain sight, but the front door is a weather dashboard and the business story lives on another site that does not mention it.

## Findings

1. **blocking**: no statement of what this is, for whom, by whom on `/`. Where: `/`, above the 900 px fold of 5,757 px; the only purpose line is the 57 px strip "We aggregate public sources". The clear version is 6 clicks away (`/help/what-this-is.html`). Change: ship the newcomer front page already planned (BRIEF ~09:50, `/welcome/`), with a first screen naming the agentic team, Dinis Cruz, and the storm as a live example.
2. **costly**: no link between the site and the investor pack or company, either way. Where: 0 links to web-summit.sgit.ai on the 7 pages walked; 0 mentions of Storm Charles on `/investors/` and `/investors/story/`. Change: one "Who makes this, and the company" line on the newcomer page and About linking to the pack; ask investors@web-summit.dinis (not ours to edit) to add Storm Charles as proof in the story.
3. **costly**: "About" is an internal brief. Where: `/BRIEF.html`, 9,279 px; purpose fragments at ~300 and ~1,600 px; the admission that a newcomer page is missing at ~8,500 px. Change: point "About" to a short about page (what, who, two faces, what next) and keep the Brief one level down.
4. **costly**: the Team page leads with risks without context. Where: `/agents/` H2 @295 px, asks 1, 2, 6 (model credit out, Web Summit terms forbid automated reading, IPMA terms non-profit). Change: lead with the pipeline numbers and the team; move "What Dinis can unblock" below, or behind "For Dinis" (already in the sub-nav).
5. **costly**: the strongest investor numbers are buried. Where: `/agents/` ~200 px (69 pushes/h, 44 s median push to served, 32 agents); not on `/`. Change: a small "how this was made" band on the newcomer page with these, each with its source and time.
6. **minor**: "what next" and "the template for the next incident" (CLAUDE.md, ROADMAP.md) not said on any public page walked. Where: 7 pages, 0 mentions. Change: one sentence on the about/newcomer page linking ROADMAP.
7. **minor**: jargon on first-level pages. Where: nav "Studio", "Panel", "Data room"; Team page "conductor", "superseded". Change: a one-line gloss under each nav item on the newcomer page, or link the glossary.
8. **held**: the launch plan has no investor/partner group. Where: `/outreach/launch.html` "Who, in groups" @806 px. Dinis's call whether the launch should reach them.
9. **held**: `/agents/` makes an outside request to api.github.com (seen by the walker); not the Weather face, so outside this persona's judgement; for the gate's owner to confirm it is intended.