People with full days.
Start with people who want a break but don’t want another demanding routine.
A clearer
way in.
A launch direction for Open Air, a fictional guide to getting outside more often. The goal: make a small outdoor break feel easy, welcoming, and worth keeping.
Illustrative strategy, not externally sourced market research. The audience and recommendations below are hypotheses to validate.
The brief, distilled.
A smaller first step.
Offer a short, local outdoor idea rather than a large lifestyle commitment.
Make room for a moment.
Use everyday occasions: a lunch break, the end of a workday, a quiet weekend.
Three ways to tell the story.
| Direction | Promise | Trade-off |
|---|---|---|
| Adventure, simplified | Something new close to home | May sound too ambitious for a small break |
| A little more open air | A manageable moment outside | Needs concrete examples to avoid vagueness |
| Your everyday reset | A repeatable change of scene | Can sound like another productivity habit |
Recommended direction: “A little more open air.” Lead with a small invitation, then show exactly what the first outing looks like.
What to validate before launch.
- Interview potential users about the last time they wanted a short outdoor break.
- Test whether the landing page communicates the offer without explanation.
- Check that suggested outings are suitable for the actual locations served.
- Confirm the offer, fulfilment, and privacy details before collecting signups.