LOWE'S LAWN CARE / BBDO NY / UX LEAD
Lowe's Lawn Care Plan is a tool that allows users to answer a simple questionnaire before generating a customized year-long step-by-step guide about lawn care. Users can opt-in for emails to receive a copy of the plan and weather-based reminders. The objective is to establish Lowe’s as the lawn and garden authority and to capture and retain customers through the year.
About the Project
Lawn care is quite a complicated art form. On one hand, there are those who own and personally care for acres of lusciously green lawn; on the other hand, there are those who have a lawn but have no idea what kind of grass they have. No matter the experience level, however, lawn care tasks can get tedious and difficult to remember, especially when weather and season are thrown into the mix of variables. The objective of this project is to provide lawn owners a tool and guide to stay on top of lawn care tasks, get instructions, and receive product recommendations.
To truly understand the objective and what we were building, the team dug deep into understanding lawn care. Besides our own research, we also leaned on three subject matter experts from Lowe’s to get consultations on any intricacies we should be aware of. Lowe’s own lawn and garden related articles and videos were also a learning resource for us—and to eventually leverage within the tool.
At this point, we conducted interviews with various lawn care owners within our network from all over the country to learn how people were taking care of their lawns (where they buy tools, how they learn about lawn care, how big their lawns are, how they want their lawns to look like, etc.) and how skilled they were. Using affinity mapping, we generated four main personas to guide us in this project: Learners, Maintainers, Care-Takers, and Connoisseurs. We then organized user behavior, pain points, needs, and synthesized our research into user stories and features.
From our interviews, we discovered that our tool best serves those who are not complete novices but also not quite seasoned experts yet. They enjoy taking care of their lawn, need some help and guidance from time to time, but would still appreciate tips and reminders. The findings were extremely helpful in framing the design and the questions that we needed to ask potential users before serving them relevant lawn care information. We also realized that various regions of the US had different types of grass, therefore required different products and timings regarding lawn care.
Sketches and wireframes for the lawn care app.
An example of how we revised our design after usability tests on usertesting.com.