Second Nature

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.

Mar 2017 - Aug 2020
Visualize, Systematize
Strategy, UX/UI Design, Design & Usability Consulting, Illustration, Animation, User Testing, Webflow Development

Over the course of 3 months we conducted design and usability audits/updates which yielded dramatic improvements to Second Nature’s checkout funnel.

Conversion Rate Improvement
Average Order Value Increase

“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.”

James Fredley
CMO, Second Nature

A Complete Overhaul

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.

Fun & Approachability

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.

Carrying it Through

This project was a true overhaul of Second Nature’s entire digital presence. After completing checkout, we carried the design theme and aesethetic through all areas of the website including the home page, product detail pages, the blog, customer account, careers, about, SEO pages and more.

While the checkout was built by Second Nature’s team, Dreamten built the marketing and CMS portions of the website in Webflow. This greatly sped up our development time and made it simple for the Second Nature team to pick up where we left off.

“Dreamten’s design work is usually pixel perfect. The value they deliver definitely justifies the cost.  I can’t recommend them enough.”

Griffin Kelton
Director of Digital Experience, Second Nature