Scotts GRO for iOS and Android was created to lower the barrier for beginning gardeners who want to learn about lawn and garden but didn’t know where to start.
A Focus on Presentation
GRO’s initial release featured an illustrative style that didn’t help customers explicitly identify plants or generate excitement around gardening. The marketing voice had personality but overpowered the instruction.
We re-imagined tone, style, and presentation to make the app accessible — especially to novice gardeners who need help getting started — while also providing seasonal ideas to more experienced gardeners.
Simple & Aspirational Content
Quality content was key to engaging users. Taking inspiration from short, results-driven recipe videos, we directed a series of video tutorials to make lessons visual and educational.
Gardeners (and would-be gardeners) often have both specific needs and obstacles. These may include interests, space, cost and time. To personalize GRO, we simplified and standardized the projects while designing the onboarding to capture users’ preferences quickly.
Connecting the Dots
We’re continuing to partner with Scotts to bring Lawn, Garden, and connected devices together into a powerful, unified experience.