Windowmaster | Designit
BREEZE | A natural ventilation system for commercial buildings.
My contribution: Project leadership | User research | UX strategy | Go to Market Strategy
Background:
WindowMaster, a leading clean-tech company in natural ventilation, wanted to enter the US market with a new IoT-enabled product. The challenge was entering a market that had long defaulted to HVAC, where the benefits of natural ventilation were real but largely invisible.
Challenge:
Indoor climate is hard to prioritise when it can't be seen or directly measured. Developers, landlords, and tenants all had different relationships to the problem, shaped by economic, jurisdictional, practical, and emotional barriers that varied significantly from European markets.
Solution:
A go-to-market vision for Breeze in the US, developed with Designit and grounded in local market insight, with a repositioned value proposition, target segments, and a commercial entry strategy tailored to the realities of the American built environment. Built on extensive market research in the Bay Area, including interviews with industry experts and end users to map specific barriers and opportunities.
Outcome:
WindowMaster gained a clear, evidence-based view of where and how to enter the US market, with a strategy built on what local stakeholders actually needed, not assumptions carried over from European market experience.