Second Nature

E-commerce Experience

Based in Raleigh, NC, Second Nature (formerly FilterEasy) started as an easy way to get your home air filters delivered as a subscription—exactly what you need, right when you need it. In 2020, they launched refrigerator water filters.

UI Transformation

Challenge

Sell complex fridge filters and thousands of air filters options on the same website. Keep it simple and eliminate friction.

Solution

Prior to my team being brought on this project, launching a fridge filters was already identified as the solution to business profitability. Consequently, our job was to figure how to do it well. Instead of just tacking on new products, I started from scratch. Deconstructing the website into it’s discrete parts and documenting what worked, what didn’t, and what was missing gave me the foundation to create a new framework to build on.

On this foundation, I built the wireframes, conducted user testing, and served as Creative and UX Director for my team as they built the UI. I worked directly with the development team to scope out requirements, create the new martech architecture for them to follow, and consulted with them along the way by answering questions and filling in the gaps they saw.

Results

Second Nature was able to achieve success by launching fridge filters and offering them alongside air filters in was that simplicity what could have been cumbersome, and gave users and experience that they could drive, eliminating friction for them.

My team and I built an elevated experience that, by following best practices and addressing identified pain points, increased overall CVR by a +60% ∆. Increased CTR from landing pages to more than double industry average. Customer LTV was also increased with the successful addition of a new product into Second Nature’s offering.