Overview
Lettuce Grow is an eight-figure omnichannel brand that sells hydroponic food gardens and the living seedlings grown in them. Over two years and two platform migrations, I redesigned nearly every customer-facing surface while partnering with the CTO to rebuild their seedling purchase and credit redemption experience.
Storefront design
In a high-consideration category with few familiar reference points, I redesigned the full purchase journey across two complex migrations – homepage, navigation, collection pages, PDPs, cart, and checkout – iterating continuously based on customer research and customer support insights.
I also drove both platform migrations: first from a hybrid Gatsby/Maker front end to Plasmic, then to Shopify + Replo, helping shape the migration strategy, rebuilding much of the storefront myself, and working closely with implementation partners throughout.
This work generated $25K/mo in incremental upsell revenue and reduced recurring platform and payment processing costs by roughly $100K/year through platform consolidation.
Seedling credit experience
Every garden ships with starter credits – a seedling voucher pack that can be redeemed for the garden's first full planting – and customers can buy additional credits in discounted bundles.
While growing systems are sold through Amazon, Costco, and other retail channels, seedlings are sold exclusively through Lettuce Grow. Tens of thousands of customers across those channels held seedling credit balances, making redemption one of their highest-stakes flows.
When Lettuce Grow decided to move to tiered volume pricing, the credit redemption mechanism stood in the way: credits used Shopify's single line-item discount slot, which the new pricing structure also required.
To resolve this conflict, we migrated the credit redemption mechanism from Shopify line-item discounts to gift cards generated at checkout, which stacked freely with promotions.
This update, combined with tiered pricing, required two distinct redemption journeys, with different credit denominations and checkout experiences:
- Grow Pack credits now had to be denominated in dollars rather than seedlings at checkout, since the same balance stretched differently by tier.
- Starter credits had to be redeemed in full, and therefore remained seedling-denominated, which led to a separate redemption flow segmented by growing system.
Working with the CTO, I translated the new pricing and credit rules into a redesigned purchase and redemption experience – one that had to work for first-time buyers and customers holding years-old balances alike.
