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| Target segment | Mass-market drivers 30–55, paid-social traffic, low patience |
| Hypothesis | Plate-first beats name-first on engagement because it feels like checking, not committing |
| Pattern evidence | 7 of the top 10 funnels lead with the plate (funnel gallery); Dynamo gets 60–70 reg-request calls weekly — drivers think in plates |
| Friction design | Zero PII above the fold; plate is engaging but not sensitive; PII gate at step 2 = market standard |
| Test metric | Form-start rate + chat-open rate vs v2/v5 |
| Risk | Plate sets a "lookup" expectation — the soft search needs name/DOB later; manage in chat handoff |