# Product

## Register

brand

## Platform

web

## Users

The NoonFox marketing site speaks to everyday iPhone owners who lose track of their own
belongings — where something is, who in the household last had it, and when a document or
product expires. They arrive from cold channels (App Store browsing, word of mouth, social),
skeptical and fast-scrolling, in a "does this actually work?" frame of mind. The audience is
use-case-diverse rather than one persona: movers, parents managing kids' gear, people with
garages/workshops/storage units, households sharing a home, and anyone who has ever stood in
front of a drawer thinking "where did I put…". The surface must let each of them find their
own reason quickly. (Note: this is the *marketing website* repo; the FindIT2 iOS app is a
separate codebase and is itself `ios`/PowerSync — see the main FindIT2 project.)

## Product Purpose

NoonFox is a native iPhone app that remembers where your belongings are. You photograph a
drawer, shelf, or box; on-device-grade AI recognizes every item and files it by room and
container; later you find anything by asking in your own words. The north star is "add an item
in under 1 second, answer 'where is it?' in under 10 seconds." The website's job is to make a
cold visitor understand that core loop, believe it's real (not a magical claim), and install —
success is App Store installs from qualified visitors, not raw traffic.

## Positioning

One photo turns a whole drawer into a searchable memory — no tags, no hardware, no per-item
cost. NoonFox answers "where do I keep that thing I haven't seen in months?", which AirTag and
manual inventory apps cannot. It covers the three ways human memory fails: **where** (things),
**who** (a shared household), and **when** (expiry dates).

## Conversion & proof

- **Primary CTA:** "Get NoonFox" / "Get NoonFox on the App Store." Neutral, never "Free" (the
  App Store listing is paid; a "Free" CTA would contradict it). Price is deferred below the fold.
- **Secondary fallback:** "Opens straight to the camera · no account to start" — the low-commitment
  reassurance for visitors not ready to install.
- **The line a visitor remembers after 10 seconds:** "Never lose anything again." (brand equity —
  do not replace).
- **Belief ladder (in order):** (1) I lose things / miss expiries and it costs me → (2) one photo
  really recognizes everything in it (proof: real app screenshots, not empty mockups) → (3) I can
  find it later in my own words → (4) my household can share one memory → (5) the price is fair and
  locked → (6) install.
- **Proof on hand:** real in-app screenshots (`assets/shots/*` — detected_items, item_detail,
  image_detail, search, timeline*). The empty-phone mockup was the panel's unanimous #1 flaw;
  every version now uses real screens. Recognition chips on the hero name the *actual* items the AI
  detected in that screenshot. No testimonials/press yet (pre-launch, 10–20 friends first).

## Brand Personality

Warm, trustworthy, quietly clever — "a field guide to a small, competent fox." Reassuring, not
hype-y; confident without shouting. Three words: **warm, dependable, clever**. The interface
should evoke relief and calm control ("I'm the person who always knows where it is"), never
anxiety or gimmickry. Voice is plain and human ("that drill from last summer", "thanks fox 🙏"),
with the 🦊 mark used as a light signature in changelog/support/social contexts.

## Anti-references

- **The current live site's empty-phone mockup** — the single worst flaw; never ship a phone
  frame without a real screen in it.
- **"Less than a cup of coffee" / frivolous-purchase price framing** — cut by the panel; anchor to
  what's at stake (a lost passport, a missed renewal), not a coffee comparison.
- **Price-led or "Free" heroes** — value before price, always.
- **Generic AI-landing-page tells** — section eyebrows above every heading, identical icon-card
  grids, `border+box-shadow` ghost-cards, gradient text, side-stripe borders. All are banned.
- **Over-claiming/magical-promise heroes with no proof** — every big claim is grounded in a real
  screenshot.
- **Editorial-magazine cosplay** (display-serif + italic drop caps + broadsheet grid) — not this
  brand's lane.

## Design Principles

- **Show the real product.** Real screenshots over illustrations; proof grounds every claim.
- **Palette = the app's palette.** The site wears the app's exact three tokens (cream, ink, safety
  orange) so site and first app screen feel like one object. Identity-preservation over trend.
- **Value before price.** Comprehension and proof first; the fair, locked price sits below the fold.
- **Where / who / when.** One idea — a memory for your home — told as a real 1-2-3, each with its
  own visual world; not three products bolted together.
- **Commit the color.** One drenched safety-orange moment beats orange sprinkled at 5%; restraint
  everywhere reads as timid for a brand surface.

## Accessibility & Inclusion

Target WCAG AA. Hard rule discovered in this project: **ink on safety orange (~6:1) passes; white
on safety orange (~2.8:1) fails** — the orange-drench sections use ink text, always. Small orange
text on cream (~2.7:1) is retired; orange is reserved for large/bold display, ink carries fine
print. All motion (hero load choreography, hero rotator, loop reveal) has a
`prefers-reduced-motion` path and never gates content visibility — the reduced-motion/no-JS state
is the fully-visible default. Touch targets ≥44px; meaningful alt text on every screenshot;
decorative arrows are `aria-hidden`.