Background
Garden Variety is a Canadian cannabis brand that launched a marketing and ecommerce site in March, 2019. Under the hood of seamless UI, Gardenvariety.com is built on a blend of React.js and Shopify platforms, and powered by a variety of data sources.
My Role
As a contracted product designer, I worked with a small cross functional team to launch Gardenvariety.com. When I joined the team, brilliant branding and many UI patterns were in place, these were my building blocks. My job was to use these building blocks to create launch ready UX/UI for features and pages across Gardenvariety.com. This included defining and designing the logic for the content card ecosystem across the site. In addition, I spearheaded strategy on the brand’s loyalty program and managed the execution of it.
Content Card Ecosystem
The homepage of Gardenvariety.com was designed to accommodate beautiful and flexible “cards.” The content of each card can be changed in the CMS to facilitate AB testing, product promotions, event promotions, and guide site traffic. To execute this vision in a responsive web environment, I created a card pattern library. The card options included 6 aspect ratios, each with a variety of layouts, that worked within a fluid grid system.
This wireframe shows how cards work on the homepage within a fluid grid system
this master document details all of the layout options for content cards across the site
The content card ecosystem is prevalent on Gardenvarity’s homepage, and cards are sprinkled across the site. This makes it possible to promote a product within an article, or promote an article at the bottom of a location page, or promote a product category at the bottom of a shopper’s account page, ect.
this zooms into one content card aspect ratio, and the possible layout executions within that shape
This promotion for 420 demonstrates the ability to leverage this flexibility to promote an event, and test different creative executions.
Rewards Program
Recreational cannabis became legal in Canada in October 2018. Garden Variety wanted to differentiate the brand through building customer loyalty via rewards. The rewards program is straightforward for the customer, shoppers earn points and can cash in those points for discounts or products. In addition, friends can refer friends for more points. For this to be very clear for customers, communication touch points exist both online and in store and are tied to messaging via email, social, and SMS.
Here is a sample of creative assets that bring the rewards ecosystem to life.
The content card ecosystem can be leveraged to promote the rewards program. Ultimately, the goal is to make shopping more delightful, encouraging repeat purchasing.
