TruGreen
Lawn Care Company
TruGreen® is the nation’s largest lawn care company, serving more than 2.3 million residential and commercial customers across the United States with lawn, tree and shrub care. TruGreen believes more life should be lived outside and is committed to providing a beautiful lawn to serve as the foundation for outside experiences and lifelong memories.
01 INTRO
EXPERTISE
Front-End Development • A/B Testing • Optimization • UI/UX Design
BRIEF
The work done for TruGreen mostly included design, development, and maintenance of their cross-channel landing pages, usually with multiple iterations of each for A/B testing. Other scoped work included script/tracking implementation, rebranding rollouts, and the design of marketing & abandonment cart emails.
All work depicted below was completed during my time working at Full Cup Creative.
02 BRAND
GUIDELINES
Although Full Cup Creative did not assist in any of TruGreen's rebranding efforts over the years, it was still on us to ensure that we adhered to any new guidelines that were put forth. Below is the most recent branding to leverage in the production of all visual assets. It is worth noting, however, that custom icons were created by our team for the sake of unique situations such as those presented in the designs related to their new Loyalty program.
TYPOGRAPHY
PRIMARY
Source Sans Pro
COLOR PALETTE
PRIMARY
PRIMARY
SECONDARY
SECONDARY
SECONDARY
TERTIARY
ICONOGRAPHY
03 EMAIL
LOYALTY EMAIL SERIES
TruGreen's Loyalty Email Series was key in onboarding customers to their Loyalty program that just recently launched. Included in the scoping were designs for invitation, welcome, points trigger, confirmation, refer-a-friend, and even monthly newsletter emails.
04 SEARCH
BRANDED & NON-BRANDED SEARCH
Although a myriad of tests were conducted across all of TruGreen's channels, the one that saw the most drastic changes over time were their Branded & Non‑Branded Search landing pages.
CONTINUOUS EVOLUTION
Beginning as just a basic landing page packed with only a simple multi-step quiz form, TruGreen's Search layouts grew to encompass combinations of various different body containers, in addition to updates & refreshes to the hero section.
With testing indicating that hero images were detrimental to overall conversion rates, the next eventual step was to shift to a hero with a solid-color fill, as well as including a "TruGreen difference" section paired with general testimonials. But as ideas continued to grow, we began experimenting with localization in 2020, slotting in local weather widgets, services, testimonials, and callouts to TruGreen's contributions to local communities.
Crossing into present time, data showed that localization was not the answer in the long-run. Therefore, a reversion of body containers (but rebranding & overall refinement in design) was called for, finding success once again.
DID SOMEONE SAY "MOSQUITOES!?"
Another product offered by TruGreen is their treatment of mosquitoes, which saw a very similar progression in design/layout. The hypotheses from the main Branded & Non‑Branded Search pages were recycled here, due to their tried‑and‑true metrics.
