Job to do
The one job
Solve the education problem. A visitor should understand what is in the box, why experts recommend it, how it works and why the filter lifecycle is a feature within 60 seconds.
This site combines the strategic creative brief, the v1.2 homepage wireframe and the confirmed-vs-placeholder status doc into one source of truth. Air Oasis should review for factual accuracy first. Lunar should use it to design and build without guessing what matters.
Air Oasis is the 8 Sleep of air filtration. Best-in-class hardware, engineered for people who care deeply about what they put in and breathe inside their home.
We are not a commodity HEPA brand. We are not an Alibaba box with a logo. We are the air purifier the experts buy and the experts recommend.
Solve the education problem. A visitor should understand what is in the box, why experts recommend it, how it works and why the filter lifecycle is a feature within 60 seconds.
How do you prove a premium product when the customer has never touched it? The page has to do that work before the customer compares price.
Look like the most expensive purifier online. Educate without becoming a textbook. Make every page a credibility magnet.
Use the reference set as ingredients, not cosplay. The target is premium, calm and modern with more education density than Apple and more performance edge than home-goods softness.
| Brand | What we steal | What we do not steal |
|---|---|---|
| 8 Sleep | Premium tech feel, performance language, system framing, gradient + dark hero, data visualization. | Skip the over-engineered lab prose. |
| Molecule | Negative space, oversized product hero, restrained type, precise iconography. | Skip the wellness influencer aesthetic. |
| Nike | Editorial photo direction, confident typography, curated product cards. | Skip the sport-celeb machine. |
| Apple | Scroll-driven product storytelling with one word and one image. | Skip the blanket minimalism. Air Oasis needs more density. |
| Parachute Home | Lifestyle-meets-product photography, calm tonality, soft product-in-environment styling. | Skip pure home-goods softness. Keep performance edge. |
The homepage cannot speak to only one mode. It needs an above-the-fold that lands the premium prosumer and mid-page architecture that lets mold and allergy buyers self-select into deeper content.
| Mode | Who | What the site has to provide |
|---|---|---|
| CIRS / Mold buyer | Deep, technical, often referred by Dr. Shoemaker, doctors or peers in SURS/CIRS. Current top purchase reason. | Authority signals, mold-specific pages, doctor recommendations, deep PDPs, UV + ionization + HEPA logic. |
| Allergy buyer | Now the second purchase reason and closing the gap on mold. Influenced by allergists, SEO and word of mouth. | Allergy-specific content, before/after framing, kid/pet/home imagery, less clinical entry point. |
| Premium prosumer | Affluent, design-conscious, same person buying 8 Sleep, Hydrow or Molecule. Wants the best. | Object-quality product photography, premium typography, quiet status and proof that it belongs in the home. |
Social proof is not a bolt-on. Doctor recommendations and friend/family recommendations are the top purchase drivers. The site architecture should be built around them.
Heavy negative space, confident type, restrained green plus one disciplined accent and product-first imagery. Avoid stock people. If real customers in real homes are not available, use product-only shots.
Use 3D when it earns the moment: hero airflow, iAdapt PDP and How It Works. Air entering, passing through filterless tech, HEPA and UV, then leaving clean is the core visual story.
Derek owns direction with Dillon as final filter. Premium serif or refined sans for display, geometric clean sans for body. Avoid startup neogrotesque defaults.
Prioritize bedroom, nursery, home office and living room. Real homes, warm light, product visible but not forced into every frame.
Charts should look designed, not Excel. Iconography can start from Lucide or Nucleo, but needs customization.
This is the SOW translated into buildable modules. Treat it as the starting position for Lunar’s page architecture and Air Oasis’s asset collection.
Convert premium prosumer traffic while routing mold and allergy buyers into deeper content. Use a 3D airflow hero, expert trust strip, product story, use-case selector, editorial product cards, doctor section, customer stories, iAdapt breakdown, subscription anchor, comparison table and FAQ.
The page that does the final selling. 3D product, price, subscription option, trust pills, how-it-works cross-section, spec table, use cases, credibility deep dive, reviews, FAQ and size guide.
Flagship education page. Explain what is in indoor air, walk through HEPA, UV, ionization and bipolar layers, compare against HEPA-only units and show the bedroom-over-24-hours impact.
Turn 12–18 month filter life into a flex. Customers pay once a year, not three times. Compare 5-year cost of ownership against IQAir, Molecule and peers.
Bottom-funnel SEO and decision page. Sharp but fair comparison against IQAir, Molecule, Blueair, Alen and Levoit.
Dedicated destination for an audience that already converts. Dr. Shoemaker front and center, product recs by space and CIRS customer stories.
Same architecture as mold, with less clinical tone. Allergist quotes, allergen breakdown, family/pet imagery and seasonal hooks.
Tell the honest origin: filterless roots, Dr. Shoemaker, customers buying Air Oasis plus HEPA, then iAdapt combined both.
Curated credibility, not an endless star wall. Separate doctor recommendations from customers and use actual press quotes.
Preserve SEO equity and URL structure. Redesign with filters for Mold, Allergies, Air Quality 101 and Product Guides.
Cart, account, contact and quiz need to feel human and conversion-aware, not boilerplate.
The product over-delivers. The site needs to make authority, community and real-customer proof unavoidable without turning into a logo wall.
| Tier | Who | Where it lives |
|---|---|---|
| Authority figures | Dr. Shoemaker, allergist MDs, mold remediation pros, named experts | Homepage, About, Mold/Allergy LPs, PDP |
| Communities | CIRS / SURS community, allergy patient communities, mold-aware groups | Mold LP, About, blog deep-dives |
| Influential customers | 300+ executives, athletes, doctors and lawyers from Aura Signal, anonymized where needed | Homepage, About |
| Everyday customers | Real moms, dads, allergy sufferers and mold survivors with photos and stories | Homepage, PDP, reviews page, Mold/Allergy LPs |
Dr. Shoemaker quote or video, 3-5 allergist quotes, 10+ customer stories, Aura Signal buyer breakdown, press quotes and podcast or YouTube features.
A first-time visitor leaves believing this is the most premium, most credible air purifier they have seen. Industry peers call it the 8 Sleep of air filtration.
The live wireframe is the architecture. Visual direction, module order and content architecture are roughly 90% locked. Use annotations in the top right of the wireframe to inspect module logic.
Read this before redlining. Do not spend cycles debating placeholder pricing, sample data or placeholder quotes. Spend cycles where design judgment will change the build.
| Module | Name | Status | Direction |
|---|---|---|---|
| 1 | Announcement Bar | PLACEHOLDER | Shipping threshold, guarantee and HSA/FSA copy remain placeholder. Warranty is now confirmed: 2-year limited warranty, with free lifetime warranty upgrade while an active filter subscription is maintained. |
| 2 | Navigation | CONFIRMED | Structure and nav items confirmed. |
| 3 | Hero Section | CONFIRMED | Headline, star row, customer overlay, AQI badge and lifestyle photo direction confirmed. EPA mention in body stays. |
| 4 | Trust Bar | CONFIRMED | Stats and proof structure confirmed. Pull EPA Research badge. Do not use AHAM on current-line products; Air Oasis says current line is not AHAM certified. AHAM, Energy Star and related testing are planned for the 2027 model. |
| 5 | What Are You Dealing With? | CONFIRMED | Six concerns and order locked. Full-bleed dark rectangles with gradient and science/lifestyle imagery locked. |
| 6 | Product Comparison Grid | OPEN ITEM | Dillon to redo card design and bullet hierarchy. Pricing placeholder. CADR explainer stays. |
| 7 | Lab Results | PLACEHOLDER | 0.00% removed is placeholder. Derek is being asked for the lab report or final lab data today; keep this module in placeholder status until that file/data lands. |
| 8 | Doctor Testimonials | PLACEHOLDER | Quotes and headshots remain the main proof dependency. Jon asked Derek to tackle doctor quotes/headshots today. Doctor lineup remains Shoemaker, Larkin, Kao, Hyman. |
| 9 | How iAdaptAir Works | CONFIRMED | Five-layer card structure, Simple Version copy and horizontal scroll mechanic confirmed. Brad 3D ionization visual open. |
| 10 | Bundle Callout | PLACEHOLDER | Pricing math now confirmed: purifier bundles are 20% off the combined full retail price. Filter Subscription + purifier bundles are 20% off filter refills and 5% off the purifier. |
| 11 | UGC / Customer Stories | CONFIRMED | Card structure, platform badges and play buttons confirmed. Air Oasis does not have much net-new UGC yet; affiliates and Amazon creators are collecting more. Use current homepage customer stories for now and swap in new assets when shared. |
| 12 | Blog Teasers | CONFIRMED | Three-card structure and editorial tone confirmed. Final article selection TBD with SEO team. |
| 13 | Email Capture | PLACEHOLDER | 10% discount placeholder. Final offer TBD. |
| 14 | Footer | CONFIRMED | Structure and content hierarchy confirmed. |
Skip placeholder content debates. Design time should go into the parts that make the site feel premium, not generic.
Typography system: v1.2 blocker. Derek to share premium directions with Dillon by Monday EOD.
Hero treatment: fade-in mechanic, review overlay and AQI badge need to feel premium in motion.
Module 5 imagery: mold macro, pollen microscopy, virus electron imagery and lifestyle layers cannot feel stock.
Module 6 product cards: differentiate by SKU job-to-be-done, not repeated trust bullets.
Module 9 horizontal scroll: mobile snap, dots, swipe behavior and restraint matter.
Animation pass: hero, lab count-up, doctor sequencing and layer fade-ins should be quiet, not flashy.
These are the dependencies Jon, Brad or Derek need to feed back so design and dev do not stall.
These items move from vague placeholders into usable working guidance for Lunar.
Purifier bundles are 20% off the combined full retail price of the units. Filter Subscription + purifier bundles are 20% off filter refills and 5% off the purifier.
There is not much net-new UGC yet. Air Oasis is working with affiliates and Amazon creators to collect more. For now, use what is currently at the bottom of the homepage as interim customer proof.
2-year limited warranty. Free upgrade to lifetime warranty with an active filter subscription.
The current line is not AHAM certified. AHAM, Energy Star and related testing are expected with the new 2027 model, so do not imply current AHAM certification.
Use this as the working notes list. Not everything has to be final today. The point is to separate what Lunar can design now from what Air Oasis still needs to provide.
Font pairing confirmed. Derek shares premium typography direction with Dillon before design handoff.
Bundle pricing and warranty terms are now clarified. Announcement bar terms and email offer still need final direction before they appear in Figma.
Lab data/report, doctor quotes/headshots and final certification language are confirmed before dev. AHAM is not current-line proof; keep it out until the 2027 model testing is complete.
UGC collection is underway through affiliates and Amazon creators. Current homepage stories are the interim source until stronger assets are shared.
Brad’s 3D ionization visual, Module 5 concern imagery and any product render assets are sourced or assigned.
Mobile behavior for Module 9 horizontal scroll is specified: snap-scroll, dot pagination and swipe behavior.
Decide whether the filter lifecycle module and comparison table get added to v1.3 before Lunar starts building around the current sequence.
Context from the prior Air Oasis website discussion with Nik, Brad, Jon and Derek. Use it to understand the intent behind the wireframe.
Derek previously presented a cleaner lab-results section with tabs and mobile swipe. Keep the data, but reveal one proof point at a time.
Nik’s product feedback: build quality is materially better than competitors, screen panel feels sophisticated, unit is quiet but powerful and it pushes a real breeze.
The product should feel like a beast of an appliance, not a commodity box.
Mold graphic feedback: replace separated patterns with one integrated rectangle and gradient overlay.
Next-gen purifier details are useful background but not current-site content: fabric exterior, disappearing control panel, cleanable internals and Q1 2027 timing.
These are the answers already captured from the Air Oasis website kickoff and related working notes. Anything not answered yet is called out separately as an input needed from Air Oasis.
This gives Dillon the client context behind the brief without making the team re-answer questions we already covered.
Answer we have: Education. The product over-delivers, but the current site under-explains. A first-time visitor needs to understand what is in the box, why experts recommend it, how iAdapt Air works and why the 12–18 month filter lifecycle is a benefit.
Answer we have: Air Oasis is premium hardware, not a commodity HEPA box. The page has to make the product feel like the most credible, most premium purifier in the category before the customer starts comparing price.
Answer we have: Nik’s read from the product: build quality is materially better than competitors, the screen panel feels more sophisticated than white-label units, it is quiet but powerful, it pushes a real breeze and it feels like a beast of an appliance.
Answer we have: Do not show every 99.99% proof point at once. The team liked a cleaner treatment with one stat at a time, tabs, dot pagination and swipe navigation on mobile. Keep the science, pace the reveal.
Answer we have: The current separated, step-and-repeat treatment needs to become one integrated rectangle with a gradient overlay. It should feel designed and cohesive, not like two disconnected spaces.
Answer we have: Replace older placeholder or stock-feeling imagery with AI-generated product imagery and premium product-in-environment shots. Product photography and visual quality are the differentiator.
Answer we have: Use 3D when it earns the moment. Strong candidate: air entering the unit, passing through the filterless UV/ionization layer, through HEPA, then leaving clean. Prioritize this for the homepage hero, iAdapt PDP and How It Works page.
Answer we have: The next-gen purifier is useful background, not current-site content. Q1 2027 target. Fabric exterior, antimicrobial silver-impregnated pre-filter options, proximity-activated control panel, cleanable internals and hover-effect feet.
Updated Air Oasis input: Bundle pricing and warranty terms are now answered. Still needed: final doctor quotes/headshots, lab report PDF or final lab data, imagery direction, Aura Signal/customer proof, Module 5 imagery inputs and final claims language. UGC is limited for now; new affiliate/Amazon creator assets are in progress. Current line is not AHAM certified, so AHAM should not be used as current proof.
Answer we have: Lock the homepage direction first so the remaining pages can move faster. The typography system is the blocker, then hero motion, Module 5 imagery, Module 6 product cards, Module 9 horizontal scroll behavior and restrained animation pacing.
This is the working sequence. First Air Oasis reviews the source material, then Nik turns their inputs into the Lunar-ready brief.
Clean up framing, inputs and kickoff answers so the page is ready for Air Oasis review.
Jon, Brad and Derek review for facts, assets, claims, pricing, certification language and open items.
Nik folds Air Oasis’s remaining inputs plus the completed Lunar onboarding doc into the Lunar-ready brief so Dillon and Caroline get the context, the status and the why behind the wireframe.
Jon, Brad and Derek: start with the inputs, notes and kickoff answers. Confirm facts, assets, claims, pricing and open items.
Dillon and Caroline: use the brief for context, use the wireframe as the artifact and use the status table to know where to push. The build should preserve the architecture while raising the taste level.