BLUEPRINTComplete offer above the fold
From $27, free shipping, carbon-backed MERV 11, automatic delivery, and control terms appear before the first click.
AUTHENTIC BEFORE / AFTER
SAME BUSINESS.
SHARPER DECISION.
The “before” is a captured live page, not a flattering reconstruction. Drag across the image to compare the opening experience.
THE STRATEGIC SHIFT
WHAT CHANGES,
AND WHY IT MATTERS.
The redesign keeps the recognizable TRU identity while changing the information hierarchy, proof discipline, and customer-control model.
DECISIONCURRENT EXPERIENCEPROPOSED EXPERIENCE
Category
Current experienceAir-filter subscription
Proposed experienceAir Wellness on autopilot
Hero promise
Current experienceFresh Air, Delivered
Proposed experienceRoughly 20,000 breaths a day. Make every one count.
Offer visibility
Current experiencePrice and control terms below the first decision
Proposed experienceFrom $27 per filter + free shipping + flexible control in the hero
Size uncertainty
Current experienceSelector without a first-class recovery route
Proposed experienceGuided “I don’t know my size” journey
Product proof
Current experienceBenefits mixed with broad wellness outcomes
Proposed experienceConstruction, capability, limitations, and sources
Subscription
Current experienceFunctional cadence selector
Proposed experienceHabit system with control explained before commitment
Content
Current experienceLegacy article archive
Proposed experienceAir Wellness answer engine and conversion paths
Mobile
Current experienceLong, dense vertical sequence
Proposed experienceModular story and thumb-first builder
THE PRODUCT DECISION
FROM A FORM
TO A GUIDED BUILD.
The current page combines selectors, proof, comparisons, wellness claims, reviews, and purchase action in one long sequence. The proposed flow resolves size uncertainty before it can block the build.
Try the builder
One promise, one action
“Air Wellness on autopilot” drives to “Build my delivery.” Secondary paths resolve size uncertainty and education.
Credibility over hyperbole
MERV, carbon, system fit, source control, and ventilation are explained with limitations and authoritative cited sources.
Mobile as the primary flow
Thumb-friendly controls, persistent state, short cards, clear totals, and explicit demo safety.
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