Filters delivered when
it's time to change them
We began working with Second Nature (formerly FilterEasy) in early 2017. After raising their Series B, the Raleigh-based air filter subscription startup began pouring their funding into advertising and improvements to their custom ecommerce website.
Initially we served as design and usability consultants. Our focus was optimizing the website’s custom checkout funnel to ensure the process was perfectly clear and intuitive to visitors. The site was handling an insane amount of orders each month, making it critical that every detail of the checkout be thoroughly scrutinized and tested.
Their dev team deployed iterations of the funnel on a staging site, then our team scoured through the process on a variety of devices. The deliverables were essentially giant to-do lists of design edits with our reasoning. The developers listened dutifully and incorporated every suggestion we made. Over the course of the first 3 months the improvements were dramatic.
Over the course of 3 months we conducted design and usability audits/updates which yielded dramatic improvements to Second Nature’s checkout funnel.
“Dreamten’s design work is usually pixel perfect. The value they deliver definitely justifies the cost. I can’t recommend them enough.”
“We implemented every suggestion Dreamten gave us and the results were profound. These guys are the best at what they do—they truly understand their craft.”
In early 2019, Second Nature expanded their product line to include water filters. After going through a rebrand, their team wanted to reimagine the entire digital experience from the ground up. Taking all of the insights gathered from the original funnel, we reimagined a new, further simplified checkout process that seamlessly included this new product offering. We incorporated feedback from dozens of customer interviews and user testing sessions, giving us a high degree of confidence the UX was intuitive and would work flawlessly at launch.
Second Nature wanted to make sure its brand was fun, approachable, and didn’t take itself too seriously. Let’s face it... air and fridge filters aren’t the most exciting products on Earth. To serve this goal, we created hundreds of fun, unique, quirky illustrations used throughout their marketing website and checkout process, to make doing business with the company not feel like work.
