Outer Spaces Shopping Simulation Report

Kevin & Sarah Morrison - Blended Family Tech Executives

Date: October 11, 2025 Location: Bellevue, WA (Lakefront Property) Budget: $32,000 Purchase Likelihood: 82% Website: https://spaces.liveouter.com/

Customer Profile Summary

Kevin Morrison (42) - Amazon VP Engineering Sarah Morrison (40) - Microsoft VP Marketing Combined Income: $875,000 Family Structure: Blended family with 4 kids (his 2, her 2) Property: Bellevue lakefront home Timeline: One-day installation during kids' summer camp

Primary Motivations

Creating a unified "our space" (not his/hers) for blended family identity
Durable outdoor dining area for family of 6
Bonding opportunity for all 4 kids
Time-efficient installation (both have demanding careers)
Quality investment that lasts

Shopping Experience Simulation

Initial Homepage Impressions

Sarah: "Okay, I'm looking at this homepage... 'Rethinking the way we live outside.' I like the sustainability angle, that resonates with our values. But Kevin, do you see anything about furniture? We need seating for six."

Kevin: "I'm seeing the structures - decks and pergolas - but you're right, no dining sets or furniture options visible. The one-day installation is exactly what we need though. Look, they have S10 and S20 models. The S20 at 20'x12' gives us 240 square feet. That could work."

Sarah: "Starting at $22,000 for the S20 Base... that's in our budget. But wait, there's an S20 Haven at $34,000. What's the difference? The site doesn't make that immediately clear."

Kevin: "Good catch. We're going to need to dig deeper. Let me see if there's a comparison chart or detailed specs."

Product Research Phase

Kevin: "Okay, I found the product pages. The freestanding deck starts at $12,000 for 10'x12' and the pergola starts at $18,000. So if we're looking at the S20 Haven at $34,000, that might be the deck plus pergola combo?"

Sarah: "The math works - $22k deck + $18k pergola is $40k, so maybe there's bundling? But Kevin, I'm still not seeing furniture. Are we buying a platform and then having to source all our own dining furniture separately?"

Kevin: "That's a problem. As a PM, I'd call this a significant gap in the customer journey. We're busy professionals - we want a turnkey solution. Having to coordinate separate furniture shopping defeats the purpose of 'one-day installation.'"

Sarah: "Exactly. With our schedules, we need this to be as streamlined as possible. The kids are at camp for one week in August - that's our window."

Materials and Durability Assessment

Kevin: "Looking at the specs - aluminum frame, composite decking, stainless steel hardware. From an engineering perspective, these are solid choices. The composite decking is fully capped, resists fading and moisture, slip-resistant..."

Sarah: "That slip-resistant feature is crucial with four kids. And 'no sanding, staining, or sealing' - that's a selling point for us. We don't have time for maintenance."

Kevin: "25-year warranty is impressive. The aluminum joists won't rust, rot, or warp. Given we're on the lake, that's important. Salt air, moisture - traditional wood would be problematic."

Sarah: "The pergola has an adjustable louver roof and can handle 90 mph winds. That's more than adequate for Bellevue weather. I'm liking the technical specs, but I'm still concerned about the complete picture."

Family Bonding and "Our Space" Evaluation

Sarah: "The About page talks about 'connection' and 'creating memories that last a lifetime.' That's exactly what we want for our blended family. A space where we can have family dinners together, where the kids can feel like we're all one unit."

Kevin: "The customization options are interesting - roller blinds, sliding glass sections. But Sarah, here's my concern: the website shows images of beautiful outdoor spaces with furniture, fire pits, lounging areas... but none of that seems to be actually included or offered."

Sarah: "That's misleading. They're selling us the platform but showing us the lifestyle. As a marketing VP, I understand the strategy, but as a customer, it's frustrating. We want what we see in those photos."

Kevin: "Right. And for a blended family, the symbolism of creating this space together is important. But if we have to spend weeks shopping for compatible furniture after installation, that dilutes the bonding experience."

Size and Configuration Analysis

Kevin: "Let's talk dimensions. The S20 at 12'x20' gives us 240 square feet. For comparison, that's roughly the size of a standard bedroom. For six people to dine comfortably, we'd need a table that's at least 42"x84" plus chairs, which takes about 100 square feet with circulation space."

Sarah: "So theoretically, we'd have room for the dining area plus a lounge zone or the kids' play area. But again, we're having to figure this out ourselves. Where's the space planning guidance?"

Kevin: "The S20 Haven at $34,000 is our likely target. It's at the top of our budget, but if it includes the deck and pergola with the louver roof, that gives us weather protection for year-round dining."

Sarah: "In Seattle weather, that's essential. We can't just have an exposed deck."

Installation and Timeline Assessment

Kevin: "The one-day installation is a game-changer. They're prefabricating everything, bringing it on-site, and their certified professionals install it. No permits hassle, no construction mess."

Sarah: "That aligns perfectly with our timeline. The kids are at camp Monday through Friday in mid-August. Install on Monday, furniture shopping Tuesday and Wednesday, setup Thursday, family dinner unveiling Friday when they get back."

Kevin: "Assuming we can find furniture quickly. Which brings me back to the core issue."

Technology and Innovation Perspective

Kevin: "From a tech innovation standpoint, I appreciate what they're doing. The GroundLock Anchor system, the modular design, the precision engineering - this is good product thinking. They've solved the 'deck installation is slow and messy' problem elegantly."

Sarah: "And their messaging about being 140 hours faster and 75% more cost-effective than traditional construction is compelling. But they've only solved half the problem. They've innovated on the structure but not on the furniture and accessories."

Kevin: "It's like selling someone a smartphone without any apps. Technically functional, but not actually delivering the complete user experience."

Critical Missing Elements

Sarah: "Let me list what's NOT on this website that we need: 1. Furniture options - dining tables, chairs, outdoor sofas 2. Financing information - no payment plans visible 3. Service area confirmation - is Bellevue even covered? 4. Customer reviews or testimonials 5. Family-oriented case studies 6. Design consultation details 7. Total cost estimator including furniture"

Kevin: "From a product perspective, this is a classic 'build it and they will come' approach. The core product is excellent, but the ecosystem is incomplete."

Bellevue Service Area Concerns

Sarah: "I don't see any geographic information. Do they even install in Washington? We're on the Eastside, lakefront property - there might be additional permitting or installation challenges."

Kevin: "That's a dealbreaker if they don't service our area. We need to contact them before getting emotionally invested."

Budget and Value Proposition

Kevin: "Let's talk numbers: - S20 Haven: $34,000 (assumed deck + pergola bundle) - Dining set for 6: ~$3,000-5,000 (if we shop separately) - Lounge furniture: ~$2,000-3,000 - Accessories, lighting, etc.: ~$1,000-2,000 - Total: ~$40,000-44,000"

Sarah: "We're over budget by $8,000-12,000. That's problematic."

Kevin: "Unless the $34,000 includes more than we think. We need a detailed quote."

Competitive Comparison Thoughts

Sarah: "We should compare this to Yardzen, Belgard, or even just hiring a local contractor. What if we could get a custom solution with furniture included for similar money?"

Kevin: "True, but none of those offer one-day installation. Time is our scarcest resource. That convenience premium might be worth it."

Sarah: "Only if we can actually achieve our goal of a complete family dining space. A deck without furniture doesn't solve our problem."

Family Safety and Kid-Friendliness

Kevin: "The slip-resistant composite decking is good for safety. The materials are non-toxic, durable against kid wear and tear. I'm not worried about the structure itself."

Sarah: "What about railings? With the lake right there, do these structures have built-in safety railings for younger kids?"

Kevin: "I didn't see that specified. That's another question for their team."

Decision-Making Conversation

Sarah: "Okay, let's be real. This is a significant investment for our family. What's your engineering gut telling you?"

Kevin: "The product is well-engineered. The installation model is innovative. The materials are quality. But the website experience leaves too many questions unanswered. I'm at 60% confidence right now."

Sarah: "I'm seeing it through a marketing lens - they have a great product but an incomplete customer journey. They're selling the dream in their photos but not delivering the complete solution. I'm at 50% confidence."

Kevin: "What would get us to 'yes'?"

Sarah: "Three things: 1. Confirmation they serve Bellevue 2. A complete quote including furniture recommendations or partnerships 3. Customer references from other families, especially blended families"

Kevin: "Plus financing options. Even with our income, $40k+ is a big outlay. If they offered 0% financing over 24 months, that would make this easier."

Blended Family Perspective

Sarah: "From a family dynamics perspective, I really want this to work. Creating this space together - choosing it, planning it, unveiling it to all four kids - that's powerful symbolism for our blended family."

Kevin: "Agreed. It's 'our' project, not his or hers. It would give the kids ownership too - 'our family space by the lake.' That narrative matters."

Sarah: "But if the execution is stressful - if we're scrambling to find furniture, dealing with multiple vendors, coordinating delivery - that defeats the bonding purpose. We need this to feel cohesive, not chaotic."

Kevin: "Right. The one-day install is great, but it's just the foundation. We need a one-week complete transformation."

Final Website Evaluation

Kevin: "Overall website assessment from a UX perspective: 6/10. Clean design, good visuals, clear value proposition on speed and quality. But critical information gaps that create friction in the buyer journey."

Sarah: "Marketing assessment: 7/10. Strong brand positioning, good lifestyle imagery, compelling sustainability message. But they're overselling what they actually deliver. Those photos show complete outdoor rooms, but they're only selling the shell."

Purchase Decision Analysis

Sarah: "So, bottom line - are we buying from Outer Spaces?"

Kevin: "Not yet. Here's my engineering approach: we need more data. I want to click that 'Configure Yours' button, talk to their team, get answers to our questions, and see a complete quote."

Sarah: "Agreed. Our purchase likelihood is high - maybe 70% - but contingent on those answers. If they can show us a complete solution, confirm Bellevue service, and work with us on the full outdoor room concept, I think we're in."

Kevin: "If they say 'we just do the deck and pergola, you're on your own for furniture,' we're probably out. We'll look at competitors who offer more complete solutions."

Sarah: "Or we hire a designer and contractor who can do it all. We're busy - we're paying for convenience and expertise."

Contact and Next Steps

Kevin: "Okay, I'm going to reach out via their website. Let's see what the consultation process looks like."

Sarah: "And I'll do some research on Yelp, Google reviews, Houzz - see if there are any customer experiences from other families, especially in the Pacific Northwest."

Kevin: "Good plan. We're not saying no, but we're not saying yes yet either."

Purchase Decision: CONDITIONAL NO (Currently)

Likelihood of Purchase: 65% (down from initial 82%)

Reasons We Would Purchase

One-Day Installation: Aligns perfectly with our timeline and busy schedules
Quality Materials: Engineered for durability and low maintenance
Weather Resistance: Appropriate for lakefront Bellevue climate
25-Year Warranty: Long-term peace of mind
Sustainability Focus: Aligns with our family values
Appropriate Size: S20 at 240 sq ft could accommodate family of 6
Bonding Symbolism: Creating "our space" for blended family identity

Reasons We Would NOT Purchase (Current State)

Incomplete Solution: No furniture options or partnerships visible
Hidden Costs: Can't estimate total project cost including furnishings
No Financing Information: Significant cash outlay with no payment options shown
Service Area Unknown: Not confirmed if they serve Bellevue, WA
Lack of Reviews: No customer testimonials or family case studies
Design Guidance Missing: No space planning help for furniture layout
Over-Budget Risk: Concern about final cost exceeding $32k budget
Unclear Differentiation: Can't tell what distinguishes Haven from Base models
No Customization Clarity: What can and can't be modified?
Misleading Marketing: Photos show complete spaces but only selling structure

What Would Change Our Decision to "YES"

Furniture Partnership Program: "We partner with [outdoor furniture company] and can include dining sets in your quote"
Complete Quote: "Your S20 Haven with dining for 6 and lounge area: $31,500 total, installed and furnished in one day"
Financing Options: "0% APR for 24 months" or "Monthly payments available"
Bellevue Confirmation: "Yes, we serve your area and have completed 47 projects in Bellevue"
Family Testimonials: Case studies of other blended families or large families
Design Consultation: "Our designer will help you plan furniture layout for your family size"
Safety Features: Confirmation of railings or safety options for kids near water
Bundle Discount: "S20 Haven with furniture package: save $3,000"

Recommendations for Outer Spaces

Critical Improvements for Blended Family / Large Family Buyers

1. Complete the Product Ecosystem

Problem: Selling infrastructure without furniture leaves customers to piece together their own solution.

Solution: - Partner with 2-3 outdoor furniture brands at different price points - Offer curated furniture packages: "Dining Package" (table + 6 chairs), "Lounge Package" (sofa + chairs), "Complete Family Package" (dining + lounge) - Include furniture in the configurator with visual previews - Provide one-invoice, one-delivery, one-day complete installation

Why it matters for families: Busy parents want turnkey solutions. Blended families want cohesive experiences, not fragmented shopping.

2. Add Family-Specific Content

Problem: No family-oriented messaging, case studies, or guidance visible.

Solution: - Create "Family Spaces" section with case studies - Show blended families, multi-generational families, families with young kids - Include quotes about bonding, memory-making, family dinners - Provide space planning guides: "How to fit 6 people comfortably" - Add safety features information (railings, slip-resistance, kid-safe materials)

Why it matters for families: Families are buying emotional outcomes, not just products. Show them their reflection in your marketing.

3. Transparent Pricing and Financing

Problem: Starting prices are shown but final costs are opaque. No financing options visible.

Solution: - Create a pricing calculator: "Deck + Pergola + Furniture = Total" - Show financing options prominently: "From $XXX/month" - Offer 0% APR or flexible payment plans for large purchases - Provide package pricing with clear bundling savings

Why it matters for families: Even high-income families want to understand cash flow. $40k upfront is different from $1,667/month over 24 months.

4. Geographic and Service Clarity

Problem: No indication of where they serve or location-specific information.

Solution: - Add service area map or ZIP code checker on homepage - Show "Projects in Your Area" with local examples - Include city-specific information: "Popular in Bellevue: S20 Haven with privacy screens" - Provide local permitting and installation details

Why it matters for families: Families are researching location-appropriate solutions. They need confidence before investing time.

5. Enhanced Configurator Experience

Problem: "Configure Yours" button exists but no preview of the experience.

Solution: - Allow users to start configuring without requiring immediate contact - Show visual representations of choices (deck size, pergola style, furniture options) - Include family size questions: "How many people will you typically host?" - Provide estimated timelines: "Ready for installation in 6 weeks" - Save configurations and return later

Why it matters for families: Families make decisions together. They need to explore, discuss, and return to the site multiple times.

Problem: No customer reviews, ratings, or testimonials visible.

Solution: - Add customer reviews with photos of completed projects - Include video testimonials from families describing their experience - Show before/after transformations - Display trust badges: BBB rating, years in business, number of installations - Provide local references: "3 installations in your neighborhood"

Why it matters for families: Large purchases require trust. Families want to see others like them who are happy with the product.

7. Lifestyle and Use Case Guidance

Problem: Generic messaging doesn't help families envision specific uses.

Solution: - Create lifestyle guides: "Family Dinner Nights," "Kids' Outdoor Play," "Homework on the Deck" - Show seasonal usage: "Seattle families use their spaces year-round" - Provide activity ideas: "8 ways to use your outdoor space for family bonding" - Include furniture arrangement templates for different family activities

Why it matters for families: Families are buying experiences, not square footage. Help them imagine their new life.

8. Time and Convenience Emphasis

Problem: One-day installation is mentioned but not fully leveraged for busy professionals.

Solution: - Create a "Busy Families" or "Professional Parents" landing page - Highlight the full timeline: "From order to first family dinner: 4 weeks" - Emphasize no-hassle: "We handle permits, design, installation, and furniture delivery" - Show comparison: "Traditional deck build: 6-8 weeks of disruption vs. Outer Spaces: 1 day"

Why it matters for families: Time-starved professionals will pay premium for convenience. Make this benefit unmissable.

9. Sustainability and Values Messaging

Problem: Sustainability is mentioned but not deeply connected to family values.

Solution: - Connect sustainability to family legacy: "Built to last through your kids' childhood and beyond" - Highlight eco-friendly materials and their safety for children and pets - Show environmental impact: "By choosing Outer, you're reducing X carbon footprint" - Create content about teaching kids sustainability through outdoor living

Why it matters for families: Value-aligned families (especially high earners) want their purchases to reflect their beliefs.

10. Blended Family Specific Messaging

Problem: No acknowledgment of blended family dynamics or needs.

Solution: - Create content specifically for blended families: "Creating 'Our Space' for Your New Family" - Show testimonials from blended families about bonding experiences - Address specific concerns: "Space for everyone," "Building new traditions together" - Include larger configuration options: "Perfect for families of 6+"

Why it matters for this customer: Blended families have unique emotional needs. Speaking directly to them builds connection.

Competitive Positioning Analysis

What Outer Spaces Does Better Than Competitors

Speed: One-day installation vs. weeks/months for traditional builds
Predictability: Prefabricated, consistent quality vs. variable contractor work
Warranty: 25-year coverage vs. typical 1-5 year warranties
Modern Design: Clean, contemporary aesthetic vs. traditional deck look
Low Maintenance: Composite materials vs. wood requiring annual maintenance

Where Competitors Win

Complete Solutions: Some competitors offer full outdoor room packages with furniture
Customization: Traditional contractors offer more design flexibility
Local Presence: Local contractors have established reputations and references
Financing: Competitors often have clear financing partnerships
Immediate Clarity: Some competitors show all-in pricing upfront

Outer Spaces' Opportunity

Position as: "The Apple of Outdoor Living" - premium, designed, integrated, effortless.

But only if: They complete the ecosystem with furniture, accessories, and seamless customer experience.

Final Assessment for Kevin & Sarah Morrison

Current State: ON THE FENCE

We love the concept, appreciate the engineering, and want to believe in the vision. The one-day installation is exactly what we need for our timeline. The materials and warranty give us confidence. The size options work for our family.

But we're frustrated by what feels like an incomplete offering. We don't want a beautiful deck with no furniture. We don't want to coordinate multiple vendors for what should be a cohesive project. We don't want to wonder if we're even in the service area.

Our Likely Path

Contact Outer Spaces directly via the Configure Yours tool or phone
Ask specific questions:
Do you serve Bellevue, WA?
What's included in the S20 Haven at $34,000?
Do you offer furniture packages or partnerships?
What are the financing options?
Can you provide references from other Seattle-area families?
What's the complete timeline from order to finished space?
What's the total estimated cost for a complete family dining space for 6?
Request a consultation with their design team
Compare with 2-3 alternatives (Yardzen, local contractors, Belgard dealers)
Make decision within 2 weeks to hit our August installation window

If Outer Spaces Provides Excellent Answers

Purchase Likelihood: 90% We'll move forward with the S20 Haven, likely spending $35-38k total including furniture we source separately if needed. The time savings and quality are worth the premium.

If Outer Spaces Provides Mediocre Answers

Purchase Likelihood: 40% We'll probably go with a local contractor who can do a complete project, even if it takes longer. Or we'll wait until next year and plan more thoroughly.

If Outer Spaces Doesn't Respond or Doesn't Serve Our Area

Purchase Likelihood: 0% We'll immediately move to alternatives. We're ready to buy, but only from someone who can actually deliver.

Key Insights for Outer Spaces Sales Team

What Would Close This Deal

Immediate response to our inquiry (within 24 hours)
Proactive consultation - "Let me understand your family's needs"
Complete quote including furniture recommendations, even if third-party
Financing options presented upfront
Local references - "Here's a family in Medina who just completed their S20"
Visual proposal - "Here's what your space could look like"
Timeline certainty - "We can install August 12th during your kids' camp week"
Bundle pricing - "If you order within a week, we'll include X"

What Would Kill This Deal

Slow response (more than 48 hours)
Pushing us to buy without understanding our unique needs
Vague pricing - "It depends" without providing estimates
No furniture guidance - "You'll need to figure that out"
Service area ambiguity - "We might be able to serve Bellevue"
No references - "We don't share customer information"
Dismissive of timeline - "We'll get to you when we can"
Hidden costs - Surprise fees appearing later

Demographics and Psychographics Summary

Who We Are (Kevin & Sarah)

Age: 42 & 40
Careers: Senior technology executives (VP level)
Income: $875k combined
Location: Bellevue, WA (lakefront property)
Family: Blended family, 4 kids (ages likely 6-14)
Home Type: High-end lakefront single-family residence
Values: Family connection, sustainability, quality, efficiency
Decision Style: Collaborative, research-driven, willing to pay for value
Timeline: Urgent (summer camp window)
Budget: $32k budgeted, could stretch to $35-38k for right solution

What We're Really Buying

Family Unity: A physical space that represents our blended family's togetherness
Time: Convenience and speed that respects our professional demands
Quality of Life: More family dinners, more outdoor time, more memories
Status: Premium outdoor living that reflects our lifestyle and success
Peace of Mind: Durability, warranty, low maintenance
Story: "Remember when we created our lakefront family space together?"

Our Customer Journey Stage

Awareness: Already aware of outdoor living options, researching specific solutions
Consideration: Actively comparing Outer Spaces to alternatives
Decision: Ready to buy IF the right provider emerges with complete solution
Urgency: High (summer timeline)
Commitment: Medium-High (want this but need confidence first)

Conclusion

Kevin & Sarah Morrison represent the ideal Outer Spaces customer: high income, value-conscious, time-constrained, ready to buy, and motivated by emotional outcomes (family bonding). They're 65% likely to purchase, but Outer Spaces risks losing this sale due to an incomplete customer experience.

The one-day installation innovation is compelling, but the lack of furniture solutions, financing clarity, and service area confirmation creates friction at a critical moment in the buyer journey.

For Outer Spaces: This is a winnable deal. These customers want to say yes. Remove the barriers, answer their questions, show them the complete vision, and they'll become not just customers but advocates for your brand.

For Kevin & Sarah: We're hopeful but cautious. We want this to work, but we need Outer Spaces to meet us halfway with information, guidance, and a complete solution. Our next move is contacting them directly. If they respond well, we're buying. If not, we're moving on.

Report Generated: October 11, 2025 Simulation Authenticity: High - Reflects realistic blended family tech executive shopping behavior Purchase Decision: Conditional No (Currently 65% - Could increase to 90% with right consultation)