Document Type: Framework
Status: Draft Canon Candidate
Authority: HeadOffice
Applies To: Affiliate Brain, Ads Brain, AIBS Brain
Parent: Offer Intelligence Layer
Last Reviewed: 2026-03-29
Purpose
Defines structural principles for designing high clarity digital behaviour pathways.
Based on spatial cognition principles used by humans to navigate environments.
Users interpret digital environments as physical spaces.
Human cognition applies spatial metaphors to virtual navigation.
Core Model
Digital environments function as spatial systems:
| Digital element | Spatial equivalent |
|---|---|
| website | building |
| page | room |
| navigation | hallway |
| menu | signage |
| CTA | doorway |
| funnel | pathway |
Behavioural Design Principle
Users must always know:
• where they are
• what step they are on
• what happens next
• how to move forward
Confusion creates friction and abandonment.
Poor structure creates feeling of being lost.
Feeling lost in software mirrors physical disorientation.
Process Continuity Signals
Effective systems communicate progression clearly:
• start
• next
• continue
• finish
Consistency in directional language improves behavioural completion rates.
Structural Implications for Affiliate Funnels
Funnel must feel like:
guided movement through logical environment.
Avoid:
• abrupt context shifts
• unclear next step
• navigation ambiguity
• disorientation
Offer Evaluation Implication
Affiliate Brain must evaluate:
clarity of behavioural pathway, not just headline strength.