Truly Free Home

Truly Free Home is an eCommerce company that sells non-toxic, refillable household cleaning products through a flexible subscription model. As Lead UX/UI Designer, I defined and executed our UX strategy across every customer touchpoint, from first visit to post-purchase retention.

I led a full redesign of the ecommerce site (homepage, PDPs, category pages, checkout), and a complete overhaul of the customer account portal. I introduced personalized subscription controls, a redesigned cancellation experience, and a scalable design system to support ongoing experimentation. I also developed modular landing page templates for acquisition campaigns across media, affiliates, and email.

I redesigned the cancellation experience to offer a pause option, personalize retention messaging, and gather cancellation reasons. This enabled data-driven winback campaigns, reduced customer frustration, and retained users who simply needed a break.

The customer account portal was outdated and difficult to navigate, causing involuntary churn and heavy support load. Based on user feedback and support data, I redesigned it as a mobile-first experience that simplified subscription management, billing updates, and product swaps.

I led the redesign of performance marketing landing pages, creating high-converting templates for paid media, email campaigns, and affiliate traffic. We used behavioral UX principles to guide users toward expanding their subscription and trying additional product categories.

I redesigned the homepage, product pages, and checkout to increase trust and improve conversions. The new system aligned the brand’s storytelling with ecommerce usability best practices and supported ongoing A/B testing. I also contributed SEO strategy and asset specs to improve performance and discoverability.