Scotts Miracle-Gro supports a broad portfolio of consumer brands and digital experiences, spanning education, e-commerce, and marketing-driven product discovery. Customers range from first-time gardeners to experienced enthusiasts, each with different needs, levels of knowledge, and motivations.

The digital ecosystem needed to:

• Support multiple brands and product lines

• Guide users through complex decision-making

• Balance education with conversion goals

• Continuously evolve based on performance data

I worked across multiple digital initiatives, partnering with product, marketing, analytics, and engineering teams to improve end-to-end customer journeys. My role focused on experience strategy, research, and optimization, ensuring digital experiences were both intuitive for users and effective for the business.

Scope included:

• UX strategy and information architecture

• Journey mapping and flow optimization

• Usability testing and experimentation

• Collaboration across brand, product, and marketing teams

Customers often struggled to:

• Find the right products for their specific needs

• Understand how different products fit together

• Move confidently from education to action

From a business perspective, this resulted in:

• Drop-off across key conversion points

• Inconsistent experiences across brand sites

• Limited insight into why users disengaged

The challenge was designing experiences that could scale across brands while remaining clear, helpful, and conversion-friendly.

I approached the work as a system optimization problem, not a series of one-off UX fixes.

My focus was on:

• Understanding user intent at different stages of the journey

• Clarifying information hierarchy and decision paths

• Using research and data to guide prioritization

• Designing flexible frameworks that teams could reuse