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Scope
iOS, Android

With Heady since 2017.

Scotts MiracleGro: My Lawn

We helped a 151-year-old gardening giant attract millennials.

Result

52 Releases

52 successful app releases.

280 5-stars

280 5-star ratings.

205k

205,000 lawns planned.

Scope
iOS, Android

We helped a 151-year-old gardening giant attract millennials.

A GREAT APP, like a great lawn, is about healthy growth. For Scotts Miracle-Gro, that meant getting a new generation excited about My Lawn, its app for creating customized lawn care and maintenance plans, without alienating its existing user-base.

Heady designed and implemented a slew of practical innovations that delight users and make money for Scotts. We improved the user experience by redesigning onboarding. We created features that bride mobile with web and IRL shopping, such as real-time geo-targeting recommending relevant products. We also distinguished the MyLawn app amid competition from encroaching start-ups.

We could probably write three case studies just about Heady’s work with My Lawn. It’s been a long and happy collaboration. Most importantly, our work has made planning a lush and enviable lawn easier and more fun — for more than 205,000 people since 2017. That’s 1.8 trillion square feet of lawn.

The My Lawn app simplifies lawn care by creating a custom easy-to-follow lawn maintenance plan.
The My Lawn app simplifies lawn care by creating a custom easy-to-follow lawn maintenance plan.
An onboarding quiz is powered by a recommendation engine, providing users with a custom lawn care plan based on their location, lawn size, and conditions of their lawn.
An onboarding quiz is powered by a recommendation engine, providing users with a custom lawn care plan based on their location, lawn size, and conditions of their lawn.
Clear instructions and always easy access to customer support.
Clear instructions and always easy access to customer support.
Educational product content and store locator.
Educational product content and store locator.

We design and develop features that simplify lawn care.

Lawn care can be intimidating and technical. My Lawn exists to give people who want a beautiful lawn a clear plan — of what products to use, how to use them, and when to use them.

Heady made recommendations in My Lawn more personalized. An onboarding quiz is powered by a recommendation engine that we architected to provide plans to users based on the location, size, and condition of their lawn.

We sought out and solved pain-points in the user journey, a process which required product design, backend updates, and front-end implementation. Across the app, we restructured the hierarchy of information, making tweaks so important features are easy to access.

Heady’s features also retain users. We overhauled the content section of My Lawn to keep users engaged in the winter months, and display content relevant to their locations. Previously, content was hardcoded, but our version is dynamic and can be populated by Scotts’ team in the on and off seasons.

Educational and relevant lawn care tips powered by Heady’s AMS Content Management System.
Educational and relevant lawn care tips powered by Heady’s AMS Content Management System.

We optimize the app to keep it current.

Heady works with Scotts to constantly improve My Lawn. We consult on ideal third-party providers, vetting services and marketing tools based on Scotts’ unique business needs.

We also completed a server and data migration of 100,000+ users to get My Lawn on a more secure, scalable, and stable cloud-based infrastructure. We also regularly update the app’s design to abide by iOS and Android guidelines (Human Guidelines 13 and onwards).

Our work has made planning a lush and enviable lawn easier and more fun — for more than 205,000 people since 2017.
Our work has made planning a lush and enviable lawn easier and more fun — for more than 205,000 people since 2017.

We made money for Scotts by integrating My Lawn with its larger brand universe.

Scotts Miracle-Gro exists across multiple platforms : the My Garden and My Lawn apps, its website, its physical stores. Heady partnered with the Scotts team to architect and implement a system to connect these platforms.

Our recommendation engine’s results are tailored to the user’s behavior across the My Lawn app and Scotts’ websites. This system supports a subscription service used across multiple platforms, setting Scotts up to serve the next generation of loyalists and compete with lawn-care start-ups.

Thanks to Heady, users can now use the same account to log on to any of the Scotts products, from My Lawn, to its other app, My Garden, to the company’s websites. This SSO (single sign on) consolidates all user databases from multiple platforms to a single system.

Meanwhile, using Native Mobile app technology, Heady integrated My Lawn with the experience of IRL shopping. Now, real-time location sharing using Adobe Places allows users to receive personalized and unique push notifications with local deals on products relevant to them.

THE CLIENT

Scotts Miracle-Gro, North America’s leader in lawn and garden as well as hydroponic growing products.

The improvements have increased internal efficiency at Scotts. From a strategy perspective, the app is achieving desirable qualitative results.

Digital and Content Director, Global Marketing Services

They operate as an extension of my team, which is incredibly valuable.

Director of Digital Experience
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