Truly Free Home

Lead UX/UI Designer
Subscription eCommerce Experience

Truly Free Home is a DTC brand featured on Good Morning America, selling refillable, non-toxic cleaners through a subscription model.

As Lead UX/UI Designer, I define and execute our UX strategy across all customer touchpoints.

This included a full website redesign, prioritizing the homepage, product detail pages (PDPs), category pages, and checkout. I also led a complete overhaul of the Member Portal, where I introduced a personalized cancellation flow to improve retention. In addition, I built a scalable design system to accelerate development and testing, and templatized high-performing funnel landing pages for use across media, affiliate, and housefile campaigns.

Redesigning Retention: A Smarter Cancellation Experience

Before: Poorly-performing cancellation UX

Old cancellation flow with poor UX and no retention strategy. This led to angry customers, complaint calls, and negative reviews.

After: Personalized retention journey

Introduced a pause option to retain users who just needed a break. This set the stage to re-engage them with product swaps and tailored offers.

Collects actionable feedback to understand cancellation reasons. This powers personalized retention offers and effective winback strategies.

The original cancellation flow didn’t offer relevant alternatives and didn’t collect useful feedback. Customers were leaving frustrated, and we had no data to win them back.

I redesigned the experience to offer a pause option, personalize retention messaging, and capture cancellation reasons. This led to happier customers, better insights, and a smarter retention strategy.

Full cancellation flow designed in Figma, built with logic paths, developer-ready specs, and connections for smooth handoff.
Click to view the full flow layout.

Empowering Members to Manage Plans and Discover Perks

Member portal tooltip with design system styling

A new design system adds helpful tooltips. Top navigation now reappears when users scroll up.

Improved subscription management encourages exploration. Users can easily swap products without canceling their plan.

Simplified order history with built-in tracking. Designed to reduce support tickets and improve user confidence.

We reimagined the Member Portal as a personalized, mobile-first experience that puts subscribers in control.

Guided by research, we addressed pain points that led to support tickets and involuntary churn—like users struggling to update billing information. We introduced intuitive features that improved navigation, reduced friction, and boosted engagement and average order value.

Personalization Through Research and Strategy

Part of the new Member Portal flow in Figma, tied to a content system with personalized messaging based on user behavior.

Conversion-Focused Funnel Landing Pages

I led the redesign and templatization of our funnel landing pages, creating modular, high-performing components for use across media, affiliate, and housefile campaigns. This included an optimized offer wall.

The redesign applied behavior change principles to guide users toward meaningful actions (detoxing more areas of their home). Sales increased by almost 30% within two weeks of launching the tests.

Building Trust: Website Redesign and Brand Refresh

I led a full redesign of the homepage, category pages, product detail pages, and checkout to build trust and increase conversions.

The new design system clarified messaging, improved usability, and aligned funnel and storefront pages into a more cohesive experience. I also contributed SEO guidance and image specs to boost performance and discoverability.

Before

The old homepage lacked clarity and credibility.

After

The redesign builds trust with story-led content, converts more new users, and aligns with promos across media, affiliate, and housefile channels.

Results

In just a few months, we launched a redesigned website, cancellation flow, and Member Portal that improved retention, boosted average order value, and reduced support tickets. Funnel and checkout improvements resulted in up to 80% lifts in conversions in A/B tests. A new design system made it faster to launch, test, and scale new ideas. Together, these updates reflect a unified approach across UX, brand, and growth to support short-term conversions and long-term retention and value.