Overview

The experience is easy, and best of all, the system offers valuable features that solve real problems. We really like it! Here’s a step-by-step summary of our improvement suggestions.

Filter Install

Easy-peasy with a few enhancements:

• Arrows to indicate which way the filter should be inserted into the HVAC slot
• For the clip-on attachment, a directional cue for attaching the sensor
• Assurance that the clip-on sensor won’t be sucked up into the HVAC
• A smaller sensor would make slot insertion easier
• Note in the instructions why there’s two sensor slots
• Add a “do not remove” note on/beside the copper sticker to clarify its importance

App Download & Set-Up

Easy enough, but little touches would be helpful:

• Email verification: Tell us to use a personal email address, as corporate emails can block the verification email. A reminder to check our spam folders might be good too
• Intro pages: Make the intro pages more educationally-focused
• Password: Pre-filled password bubbles makes it seem like it doesn’t need to be filled in
• Create Account vs. Log-in: Confusing. Perhaps headline Create Account?
• Profile Questions: A few more would create greater feelings of trust & personalization
• App Pairing: sometimes it takes two tries to get it right

Filter Replacement

Easy as 1-2-3. Here are a few suggestions to make the process even easier:

• Reminders at 25% and again at 10% is ideal, with the ability to adjust as desired
• A bag for the old filter attached/enclosed in the new filter
• A pullout tab for hard to reach insert slots
• Offer best practices & replacement instructions that can be stuck on to our HVACs
• A notification or some type of in-the-moment communication that reminds us to re-pair our phone to the sensor upon filter replacement

App Features

The app is simple, well-laid out, and intriguing. In-app purchasing, filter life data, filter size info, and air quality are amazing features! Here are some suggestions:

• Blank indoor AQ data is confusing, and the app shouldn’t be launched without this
• Source info for the outdoor data would ensure trustworthiness
• Trending indoor & outdoor AQ on the same graph would help us understand their relationship and give more space on the interface
• Trend data beyond the past 12 hours would help us better manage our AQ
• Remove PM data as it creates confusion
• Offer a library for our various filter sizes
• Provide the ability to monitor multiple filters via the app

Branding

• Message AQ first. The app has the power to build relationship and engagement in a category that lacks. Beyond HVAC efficacy, protecting in-home air quality is the catalyst for trust and connection and must headline communications.
• Add “3M by Filtrete.” This creates the right combination of brand building for Filtrete with the strong positive equities of 3M. Today, Filtrete carries little equity and the on-pack placement of “3M” separate from “Filtrete” creates confusion.
• Property managers & realtors make for powerful secondary target audiences. For property managers, the new filter system offers an easier way to purchase and manage air filters for multiple properties. For realtors, a new, more advanced filter system offers a new way to engage clients.

Packaging

Clean and simple can be cleaner and simpler:

• The iconography is helpful, but we’d bet we’d miss it in-store
• What’s “1000 particles per million” mean?
• Separate packages for the sensor and the filter boards might get missed
• What if there’s a simple “to open” indicator that leads to the sensor slot?
• The app feature needs to be more clearly conveyed, either via a Smartphone icon and/or a visual of the app
• How about a visual of dirty air going in and clean air going out?
• The filter itself feels sturdier and sleeker than other filters -- both marketable qualities