teqo-backup/docs/CUSTOMER.md

Customer

Public-clean version. Field recordings, raw transcripts, named actors, and operational vote deltas live only under /private/ on local checkouts (gitignored). Cloud agents: use this document; if a task would produce sensitive deliverables, report them in chat and do not commit them.

Kernel (day-to-day)

• Who: the General Coordinator of a federal-deputy campaign in Bahia (~45 days, scarce resources, information scattered across WhatsApp / spreadsheets / memory). Job: one shared, current operational picture so limited effort goes to the right territories and people.
• Mental model (observed use): Action → Place → Who — never entity-first. The coordinator does not scroll by instinct; an invisible confirmation (Save / Approve) means the action was not completed; a fragmented form means abandonment.
• Relative reading of the board: % of the candidate’s own vote (concentration of own capture) is the hard priority criterion — absolute statewide % is an anti-metric. Projected floor is on the order of prior-cycle performance with a stretch target above it.
• Threat #1: friendly fire inside the same party (a co-religionist ahead). Real team channel: WhatsApp 1:1 without dated audit trail.
• Dominant constraint: “legs” / field structure, not money.
• Competence anxiety (“I can’t handle the tool”) is the worst emotional problem — the product must give a sense of control, not only data.

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Job Statement

When I am coordinating a statewide federal-deputy campaign across dozens of Bahia municipalities in roughly 45 days, with scarce resources and information scattered across advisors and local leaderships, I want a shared, current operational picture so I can put limited effort into precise mobilization instead of reconciling WhatsApp, spreadsheets, and memory.

(PT, field language:) Quando preciso coordenar uma campanha de deputado federal pelo estado da Bahia — votos e estrutura em dezenas de municípios, ~45 dias, pouco recurso, informação espalhada entre assessores e lideranças — quero enxergar o mesmo quadro operacional e agir no território/pessoas certas sem caçar atualizações, para transformar esforço limitado em mobilização precisa.

Job Dimensions

Dimension	Description	Where the app underdelivers today
Functional	See municipalities (predefined territories), base, declared-vs-estimated votes, and agenda in one place; record updates and decide the next action	Entity-first screens invert the Action → Place → Who model; discovery requires scroll; confirmations invisible; fragmented forms. Hit: filtered “no advisor” lists × prior-cycle votes. Jargon still blocks.
Emotional	Feel in control and trust that the picture is current	Worst today. Competence anxiety (“I can’t see / handle it”), not only stale data. Without action-first flows, Little Hire does not start.
Social	Be seen as serious, aligned coordination	Real work still “wins” on WhatsApp; tool users can look bureaucratic while informal channels set the pace

Competing Alternatives

Alternative	Why hired today	Weakness
WhatsApp groups / 1:1	Fast, everyone is already there	Fragments; no analysis; useful history disappears
Spreadsheets (projection maps)	Flexible; one advisor’s “source of truth”	Divergent versions; weak on phone
Notebook / memory / phone calls	Zero tool friction	Doesn’t scale; doesn’t share
Other campaign platforms (past attempts)	Promise of a single system	Team stops updating → stale data → abandonment
Non-consumption	Avoids another login	Burns the 45-day window

Big Hire vs Little Hire

Moment	What it is here	Status / intervention
Big Hire	First login, trust the system enough to start	Mitigated offline: in-person onboarding; seed initial data when needed
Little Hire	Come back and update so the shared picture stays alive	Primary leak. Past tools died here. Reduce emotional cost of “updating again today”

Forces of Progress

Force	Notes
Push	Fragmentation; statewide scope; 45-day crunch; cannot follow dynamics by hand
Pull	One operational picture; smarter targeting; instrument the team can update; territory dossier before agenda
Habit	WhatsApp + spreadsheet as default — “Zap is the field”; projection sheet is the morning ritual
Anxiety	“If others don’t update, I’m wasting time”; competence anxiety; LGPD / real-data hold; “legs” constraint

Opportunity Solution Tree (sanitized)

Outcome: weekly Little Hire
├── O1 I don’t trust others updated → anxiety / abandonment
├── O2 Day’s delta (call/Zap) does not enter the decision queue
├── O3 Jargon + opaque AI block action
├── O4 Updating on phone is slower than voice on Zap
├── O5 “Truth” still lives in the projection spreadsheet
├── O6 Arrive in territory without a dossier
├── O7 Vote gains/losses lack dated / auditable record
├── O8 Team in isolated islands — information does not circulate
├── O9 Action-first mental model vs entity-first UI
├── O10 Discovery must be above-the-fold — no instinctive scroll
└── O11 Invisible confirmation / commit (Save / Approve / Done)

Product direction: tables = bulk bank management; redesign daily UX as continuous linear flows. Observed-session originals: private/plans/ (local only).

Leap-of-Faith Assumptions

Assumption	Type	Cheap test	Success if
Seeded picture + onboarding → returns within 7 days	Desirability / Little Hire	Count logins + ≥1 real update after action-first redesign	≥1 spontaneous update in 7 days
Action queues answer “where do I start?”	Usability	Filtered “no advisor” × prior-cycle votes	Finds queue/action without help
Entity-first “edit where you see” is discoverable	Usability	Observed: editable cells not discovered in free exploration	Opens vote adjust without demo — FAILED; pivot O9
Inline glossary / plain language cuts confusion	Usability	Field jargon needed live translation	Zero “what is…?” in 2nd session after copy

Discovery method (no raw evidence here)

Field discovery used Mom Test story blocks + observed product use. Full verbatim transcripts, audio, and named operational deltas are not in this public tree. Local agents: see private/customer/CUSTOMER.md, private/transcribe/, private/general-coordinator-interview/. Cloud agents: stay on this clean doc; escalate sensitive outputs in chat.

Validated patterns (safe to build on)

• Priority is share of the candidate’s own capture, not local electorate %.
• Leadership value is often political representativeness, not raw vote count.
• Friendly fire (same-party competitor) is the named #1 threat class.
• Channel of truth for day deltas is voice/Zap without dated tool trail — until the product wins Little Hire.
• Dominant constraint named in field: structure/“legs”, with money as instrument — not always the binding constraint.
• Map is briefing/panel, not the daily operating surface; filtered lists for “who is unmonitored” are the observed value hit.
• Tables remain for bulk; day-delta work needs action-first chassis.

Segments & Best-Fit Customer

• Primary: coordinator ("Coordenador Geral"), candidate ("Candidato"), and advisor ("Assessor") operating /campanha under time pressure — advisor scoped to administered municipalities.
• Secondary: leader ("Liderança") in the field (PWA) — phone-first supporter contact tool only.
• Out of scope for this improve cycle: public site visitors / donors.

Links

• Architecture / campaign model: ARCHITECTURE.md
• Agent ops (incl. /private/ rules): AGENT-OPS.md
• Local sensitive originals: private/ (gitignored; local checkouts only)