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Quarry Docs

Business Requirements Document — quarry.team (next-gen)

  • Status: Accepted
  • Owner: Leadership / Marketing
  • Last updated: 2026-06-06

1. Background

Section titled “1. Background”

Quarry (Quarry Design Group, LLC; established 2016; Medford, Oregon) is an elite, globally-distributed product and engineering firm — an “external, in-house product team” for our clients. The firm’s previous quarry.team ran on an aging, self-managed stack that no longer reflected our craft, our positioning, or our standards for performance and accessibility.

The next-gen site is a ground-up rebuild. Its audiences read closely: prospective clients evaluating our taste and rigor, and engineers considering joining us — the architecture, the repository, and these documents are written with that in mind.

2. Goals

Section titled “2. Goals”
  1. Generate qualified inquiries — the site’s primary commercial purpose.
  2. Attract and convert engineering/design talent via a credible careers path.
  3. Demonstrate craft — performance, accessibility, design fidelity, and engineering discipline that a discerning visitor can feel and an engineer can verify by reading the repo.
  4. Tell the work clearly through a curated, outcome-led case-study library.
  5. Own our data and our platform — privacy-respecting by default, no third-party tracking burden, infrastructure we control and can reproduce.

3. Market and ICP

Section titled “3. Market and ICP”

What we sell: product strategy, design, and engineering delivered as an embedded, senior, in-house-grade team.

Primary ICP (clients): founders and product/engineering leaders (CEO, CPO, CTO, VP Product/Eng) at funded startups and scale-ups, plus innovation leaders at established companies, who need a senior team to design and build a product (or rescue/level-up an existing one) and value craft, ownership, and outcomes over staff-augmentation headcount.

Secondary ICP (talent): senior, globally-distributed product designers and engineers who want high-craft work and will judge us by the quality of our own site and repo.

4. Scope

Section titled “4. Scope”

In scope

Section titled “In scope”
  • Public marketing site: home, services/capabilities, how-we-use-AI, work (case-study library and detail), about/team, blog, contact, careers (listing + application).
  • AI services offering page (/ai-services): AI development & integration positioned as AI as a product and AI as a feature.
  • Curated case studies and editorial blog, authored as typed git-based content (ADR 0004).
  • Lead capture: contact (qualified inquiry) and careers application, persisted to the controlled data tier (ADR 0014).
  • Static search (Pagefind), privacy-first analytics (ADR 0010), SEO continuity from the legacy site (ADR 0011).
  • Design system (“Quarried”) driven by design tokens (ADR 0003).

Out of scope (this phase)

Section titled “Out of scope (this phase)”
  • Authenticated client portals or dashboards.
  • E-commerce / payments.
  • Multi-language localization (the build is i18n-ready; no translated content shipped — see non-functional-requirements.md).
  • A public-facing content API.

5. Success metrics / KPIs

Section titled “5. Success metrics / KPIs”
  • Primary conversion: qualified inquiry submitted via the contact form.
  • Secondary conversion: careers application submitted.
  • Quality bar (gating, not vanity):
    • Lighthouse ~100 across performance, accessibility, best practices, SEO, enforced in CI (ADR 0012).
    • WCAG 2.2 AA conformance.
    • Core Web Vitals within budget on real-user data (Cloudflare Web Analytics).
  • SEO continuity: retain rankings/equity through the /cases/* → /work/* 301 migration; no loss of inbound link value; /blog/* rankings preserved.

We intentionally do not invent traffic or conversion-rate targets here; KPIs are the conversion events above and the quality gates. Numeric targets are set by Marketing against live baselines.

6. Constraints

Section titled “6. Constraints”
  • Stack is decided (see ADRs): Astro 7 + TypeScript strict; git-based MDX/Zod content; Tailwind v4 on design tokens; prerendered output shipped as a single Cloudflare Worker; Cloudflare D1 data tier for leads; Terraform IaC; GitHub Actions CI/CD.
  • Privacy-first: no cookie banner, no third-party tracking; personal data confined to the Cloudflare D1 data tier with defined retention.
  • Brand: “Quarried” design system — Fraunces / Hanken Grotesk / JetBrains Mono; Quarry Blue #0C53C7; Stone neutrals; Ember accent.
  • Repo: the quarry-design-group/quarry.team monorepo (pnpm workspaces) — public and source-available.
  • The site must hold its own quality bar — it is a public demonstration of our standards.

7. Risks

Section titled “7. Risks”
Risk Impact Mitigation
SEO regression during /cases → /work migration Loss of inbound traffic/leads Edge 301s, redirect audit in deploy runbook, sitemap + structured data (ADR 0011)
Content migration off the legacy site loses or mangles content Editorial gaps, broken media One-time import into typed MDX, reviewed in PRs, media committed under an enforced size budget and build-optimized (ADR 0004)
Non-dev editors blocked by git workflow Slower publishing Git-CMS layer (Decap/Sveltia), planned (ADR 0004); MDX-direct + content runbook is the current path
Performance/a11y budgets slip over time Erodes the core value prop Lighthouse CI + axe budgets as merge gates (ADR 0012)
Operational complexity of the provision-then-deploy pipeline Deploy/ops friction Terraform IaC, provision-then-deploy pipeline, runbooks (ADR 0008, ADR 0009)
PII handling for leads Privacy/compliance exposure Single D1 store, Turnstile, server-side validation, retention policy (ADR 0014)
Vendor concentration on Cloudflare Platform lock-in Output is portable static; DNS movable; D1 is standard SQLite, exportable via wrangler d1 export