Scotts Miracleπ±Gro
Β Digital Sales Modernization
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πFueling eCommerce growth through strategic alignment, personalization, and API-driven modernization
πFueling eCommerce growth through strategic alignment, personalization, and API-driven modernization
πΉ Strategy Snapshot
πΉ Strategy Snapshot
π¦ Industry: Consumer Goods / eCommerce / Lawn & Garden
π§ Challenge: No e-commerce capability, customer confusion on lawn needs
π οΈ Solution: Modernized and created a personalized subscription service with UX overhaul
π― Role: Digital Transformation Manager
π Timeframe: 2018β2020
πΈ Results
πΈ Results
π Result:Β
π¦ Launched a full D2C subscription ecommerce platform
πΏ 13% increase in digital sales at launch
π§ͺ Improved customer retention through personalization and A/B testing
π Created a scalable design system used across multiple digital campaigns
The Full Story
The Full Story
1. β The Challenge
Strive/Scotts was facing flat digital growth and fragmented systems across their consumer-facing eCommerce platform. Despite a strong brand presence, outdated tech and disconnected workflows created friction for users and internal teams alike.
2. π― My Approach
I led a strategy-first engagement focused on visibility, alignment, and modernization.
Key steps:
Created a guided quiz to generate a personalized lawn care plan.
Developed annotated wireframes for web + mobile.
Conducted user research and A/B testing for call-to-action placement and visuals.
Created a reusable design system with modular subscription components.
Trained internal teams on content flexibility and personalization logic.
3. π οΈ Frameworks Used
Tools:
User Personas + Lawncare Segments β targeted beginner vs. expert homeowners
Customer Journey Map β from quiz to delivery
Design System Library β reusable modules for product and landing pages
Data-Driven UX Testing β CTA conversion and messaging optimization
4. 𧩠Results & Impact
Results: Check it out here: Scotts ProgramΒ β
Impact:
β Laid the groundwork for future omnichannel investments
β Launched in under 12 months, full digital subscription product
β 13% lift in sales at launch with continued growth year-over-year
β Reduced returns and improved product satisfaction
β Enabled marketing teams to tailor seasonal messaging
βWork shown reflects my strategic contributions via Strategic Birds-eye View Consulting; all assets are property of Scotts Miracle-Gro.β
βWork shown reflects my strategic contributions via Strategic Birds-eye View Consulting; all assets are property of Scotts Miracle-Gro.β
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