My Role
Sr. Product Designer - competitive & user research, visual design, interaction design, information architecture
Tools
Figma
FigJam
Miro
UserTesting
Team
Designers
Product Manager
Developers
Scotts Internal Teams
Timeline
4 Months
At A Glance
To unify the experience, Launch worked with Scotts to design a cohesive digital ecosystem for Scott’s primary brands that enables cross-brand storytelling, simplifies the shopping experience, and preserves each brand’s identity.
"Customers who are dissatisfied with a website’s information content will leave the website without making any purchases"
"One Domain
One Account
One Cart
One Checkout"
"Offering superior operability across it’s own products, there is all sorts of encouragement to users to stay in the Scotts garden."
"The branded house architecture model (also known as monolithic) is characterized by a strong, single master brand."
"As much as customers are interested in prices, service quality and ambience conditions, they also take into consideration the convenience offered by the location."
Challenges
Changing vital websites into all one website involves a lot of considerations and stakeholder interest. Based on a Product Requirements Document that our team worked on with our Project Manager, we outlined the key tasks that we had to accomplish for launch.
01
How will the user know that 5 brands are shop-able on a single site?
02
Can we make a robust DTC site while also being highly educational?
03
Will this solution be flexible enough to eventually add in other brands?
04
How can we go from concept to shipped in 10 months?
Challenges
Changing vital websites into all one website involves a lot of considerations and stakeholder interest. Based on a Product Requirements Document that our team worked on with our Project Manager, we outlined the key tasks that we had to accomplish for launch.
01
Educate users while prioritizing commerce
and balancing a unified experience with brand individuality
02
Business model segmented by brand,
requiring redesign of information architecture & structural changes to taxonomy
03
Consumers need bespoke tools to understand how to use products. They also have high brand recognition, but low cross-brand awareness
04
Complex fulfillment models (online, in store, regional limitations) with inconsistent data for user accounts across
properties
Design
Many Key Parts and Pieces
With this project there was simply no time for full wire-framing. Luckily I am very quick at making high-fi mockups where they are almost like my wireframes. This process allows me to flush out more ideas and receive feedback quicker.
- To bring everything together, the stakeholders had to select an existing or new brand to unify under for the website.
- Our team designed a new site header & homepage that demonstrated how these brands could be integrated
Taxonomy - We conducted workshops with internal stakeholders and utilized industry best practices to create initial taxonomy
recommendations
Navigation Design - Concept designs for the main navigation, mega menus & mobile navigation
- Entice users to create an account and sign in
- Easy access to important information & tools through the navigation.
- Dashboard that enables to users to track what's important to them including:
• Previous orders/purchases
• Subscriptions
• Saved content & products
• Personalized recommendations
We created concepts based on business goals
and industry best practices
• The wireframes integrated real content to help exemplify how our new strategy would be implemented within the design
Updated and New components were defined that would be the building blocks for the new page designs.
• We provided over 50 components and
variations
• Each component design included Desktop and mobile designs
We audited the current path to purchase and
identified the key opportunities to create an
improved experience that included these
priorities:
• Allow consumers to Learn and Shop
• Streamline purchase opportunities
• Serve up relevant products to solve problems
• Leverage community voices
• Many of the key opportunities were
addressed with new navigation and designs, while others were added to the roadmap
The Solution
A New Site From The Ground Up
Next Project:
Big Lots