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Scope
iOS, Android

With Heady since 2017.

Scotts MiracleGro: My Garden

We relentlessly researched user behavior to make gardening more inspiring.
Result

25k plant projects

25k plant projects started by our loyal users

Scope
iOS, Android
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SCOTTS MIRACLE GRO wanted to target urban millennials with My Garden, its app that recommends gardening projects based on users’ interest, location, and weather. Heady helped the the 151-year-old company research just how that demographic was using its app. Based on our findings, we redesigned to improve functionality, and made inspiring content easy to access. We also integrated My Garden with the larger Scotts’ brand universe, while overhauling back end for safety and performance.

We relentlessly researched user behavior to make gardening more inspiring.
Inspirational plant projects based on user’s region and season.
Inspirational plant projects based on user’s region and season.
Browse inspiring plant projects for your growing interests.
Browse inspiring plant projects for your growing interests.
The My Garden App inspires with projects and provides the information you need to turn that inspiration into action.
The My Garden App inspires with projects and provides the information you need to turn that inspiration into action.
Educational step-by-step instructions for the beginner gardener.
Educational step-by-step instructions for the beginner gardener.

We transformed the user journey.

Thanks to Heady, My Garden is now more intuitive for users, and more profitable for Scotts. When we began working on My Garden in 2017, the app was doing a great job suggesting inspiring projects, but didn’t give information about where to purchase plants and supplies. Heady’s research told us this feature would make the app more engaging for gardeners.

We consulted with Scotts to build user personas, and researched feedbacks and interactions. We then redesigned My Garden’s navigation, so users start projects and then plan their purchases and materials, rather than the other way around. We also added a feature that recommends local stores with products in stock.

Location-based plant care schedule to ensure gardening success.
Location-based plant care schedule to ensure gardening success.

We integrated My Garden with Scotts larger brand universe.

Scotts Miracle-Gro exists across multiple platforms : the My Lawn and My Garden apps, its website, and its physical stores. Heady partnered with the Scotts team to architect and implement a system to connect these platforms. Thanks to Heady, users can now use the same account to log on to any of the Scotts platforms. This SSO (single sign on) consolidates all user databases from multiple platforms to a single system.

Native editorial content powered by Heady AMS content management system.
Native editorial content powered by Heady AMS content management system.

We overhauled the back-end for security.

My Garden’s back-end had been owned by Scotts since 2015 and not updated since. In 2013, Heady updated outdated dev ops on the server and application levels by replacing legacy coding languages with modern industry standards. My Garden is now safer and more reliable.

THE CLIENT

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

They’ve successfully built and managed a stable customer-facing raffle system that has proven to be a major driver of revenue. Heady is a reliable service provider. They meet challenging demands and work as part of the in-house team.

SVP - Digital Commerce

They’ve successfully built and managed a stable customer-facing raffle system that has proven to be a major driver of revenue. Heady is a reliable service provider. They meet challenging demands and work as part of the in-house team.

SVP - Digital Commerce