GRO 2.0 brings modern content approaches to gardening. While Scotts original concept of GRO still holds true today, the previous experience lacked cohesion and, while it delivered an incredible amount of information, it did not deliver it in a way new gardeners were easily able to digest. GRO 2.0 instead offers a core experience that is more compact, giving users only the information they need and delivering that information in a combination of ways (video, images, and notifications) that mobile users have come to expect.

The core user experience (described above) is the foundation of the application. Around that experience, GRO organizes information against space available, time available, and cost of plant/project. Short, results-driven videos provide a simplified user flow from project selection to plant care.

From a UX standpoint, implementing both a carousel and tab structure afforded growers the ability to explore plants and projects that met their needs and interests, and allowed them to clearly see where and how they were to care for their garden choices.

Each care plan notifies growers of activities and illustrates them in simple steps, including how to water, feed, and deal with pests and weeds.

Finally, behind the scenes, we factor in real-time weather to let a grower skip a day or water more often.

Gardeners also have specific needs and barriers based on space, cost, and growing interests. The GRO app asks users upfront what their region and preferences are to personalize project plans. In the refreshed app the projects are simplified and standardized— indoor/outdoor, edible/decorative, small/medium/large — with a scalable CMS to manage it all.

Please note, this information is not for publication or public display.

Since the relaunch of the redesigned GRO app for iOS and Android, we’re pleased to share:

56% increase in onboarding completion

120% increase in users who started a project

90% opt-in rate

Our DAUs, WAUs and MAUs are all above target