Meeting
Erin Dyer - Current
Gist
Chris walked Erin Dryer through several competitor decking sites (Trex, Scorpion, Timber Tech) to workshop the storytelling structure for Lumberock's collection pages, since design was already locked but the content strategy hadn't been figured out. They agreed the existing site is too spec-heavy and brochure-like, and needs to lead with human problems/lifestyle storytelling (durability, no rot, safe for kids/pets, looks-like-wood-but-better) before diving into technical specs like the 24-inch-on-center rating. Erin agreed to write up short problem/solution paragraphs and feature call-outs plus customer personas for each collection by end of day so the designer could build a mockup for Monday's meeting.
Distilled from the transcript by claude-sonnet-5 · Jul 25
What came out of it
Decisions4
- Will emulate the general story/chapter structure of Trex's layout but make the tone more adventurous than Trex's neutral lifestyle positioning
- Collection pages will lead with human problems and lifestyle storytelling before technical specs
- Erin will write 2-4 sentence problem/solution paragraphs plus feature call-outs and a short persona for each collection rather than finalized page copy
- Design mockup will be based on Erin's write-up rather than finished copy, with wording to follow later
Risks and blockers3
- Site currently has the wrong or unclear spec listed (24 foot vs 24 inch on center) that needs correcting
- Matt is unavailable this week due to family emergency, which could affect planning with Sophie
- Timeline for this phase is running longer than the original plan though Chris framed it as intentional re-sequencing
Open questions2
- Will the designer have Thursday/Friday availability to turn Erin's write-up into a mockup by Monday?
- If designer schedule doesn't allow, will Monday's meeting need to move to a different day next week?
Next steps6
- MeSend Erin a text to confirm she can join the call after she missed the invite
- ClientWrite up problem/solution paragraphs, feature explanations, and short customer personas for each collection in a Google Doc
- ClientGet the write-up to Chris by end of day today
- MeCheck with designer on availability to build a mockup Thursday/Friday
- MeLet Erin know if meeting needs to shift from Monday to another day next week
- ClientSophie to plan time with Matt once he's back next week
A record of what was agreed, not a task list — nothing here was scheduled.
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