Migrating Four Brands Into One Unified DTC Experience

Culligan’s direct-to-consumer business includes pitchers, dispensers, and replacement filters. With the acquisition of Phox, ProOne, and ZeroWater, they saw an opportunity to consolidate these offerings into a unified, cohesive shopping experience.

In the near term, the brands would remain distinct, but the long-term vision is to unify products as well—shifting from a house of brands to a branded house. Our goal was to design a seamless, elevated shopping journey that builds trust, strengthens brand equity, and drives lifetime value.

Contributions and Impact

Led the UX team from discovery through execution
Facilitated a site vision workshop at Culligan’s headquarters
Defined the new information architecture
Ran quantitative user testing to validate early IA concepts
Conceptualized new features and functionality
Collaborated closely with visual designers to create a scalable design system
Presented design strategy and key deliverables to Culligan’s executive leadership

Existing site features and content were not differentiated or elevated. They did little to help audiences understand unique brand value and personal benefits.