Alaina Virginia

Truly Free Home

Lead UX/UI Designer
eCommerce, Subscription, and Brand Experience

Summary

Truly Free Home is a fast-growing eCommerce brand offering non-toxic home cleaning products through a high-frequency subscription model.

As Lead UX/UI Designer, I define and execute our UX strategy across all customer touchpoints—from acquisition funnels to retention.

This included leading a full rebrand of the website and acquisition funnels, a visual redesign, and building a design system from scratch.

Goals

  • Turn an inconsistent member experience into a high-performing subscription flow
  • Reduce churn with smarter cancellation options
  • Align site with StoryBrand messaging to build trust
  • Build a scalable design system to speed up A/B testing and development
  • Balance conversion goals with long-term retention and customer lifetime value (LTV)
Rebrand design system and visual updates for Truly Free Home

Elevating the Brand Through Design

  • Directed product & lifestyle imagery with fresh hover states and on-brand storytelling
  • Defined new typography, color system, and CTAs to elevate trust and drive conversion
  • Built a custom design system to scale across marketing, member, and product surfaces
  • Partnered with photography, copy, and development teams to execute on a more aspirational, yet accessible visual tone

Empower subscribers to self-manage their plan and explore benefits, reducing churn and support tickets.

  • User Flows & Interactive Prototypes
  • Mobile-First, End-to-End UI/UX Design
  • Visual Design & Brand System Direction
  • A/B Testing, User Testing, and Iteration
  • Developer Handoff, QA, and Implementation
Screenshot of the new member portal screens designed for Truly Free Home
Cancellation flow
Part of the cancellation flow within the Member Portal, showing personalized retention messaging I designed to reduce churn and increase average order value.

Approach & Outcomes

  • Designed personalized user journeys and upsell paths based on subscription tiers
  • Streamlined core flows to help members manage subscriptions with less friction
  • Built tools to skip, pause, adjust dates, or modify subscription items
  • Added contextual messaging to reduce errors and improve clarity around loyalty perks
  • Integrated cancellation prevention tactics that improved retention and AOV

Optimization & Impact

  • 80%+ adoption of new Member Portal among active subscribers
  • Up to 80% lift in conversion on tested flows
  • Clear reduction in subscription-related support tickets
  • Higher retention and satisfaction in user feedback

These improvements reflect a cohesive vision across UX, brand, and growth strategy—balancing long-term retention with conversion-focused design.