Year
2023-2025
My Role
LandLab is a tech-enabled landscaping company I co-founded to bring modern UX, operational clarity, and service consistency to a fragmented industry. As Product Design Manager, I led the digital strategy from the ground up, building the brand, designing the client experience, and implementing internal systems to support growth.
I designed and launched the responsive marketing site, automated the intake and estimating process, and developed internal workflows that reduced manual effort and improved the client journey. My work spanned acquisition, onboarding, communication, and retention, all grounded in real behavioral data and direct user feedback.
Within six months, we scaled to a fully booked client pipeline, lowered CAC through automation and self-service, and achieved a 5-star Google rating through consistent, UX-driven service delivery.
Challenge
The landscaping industry is known for poor communication, unpredictable timelines, and fragmented service experiences. Despite growing demand in our area, most local companies relied on manual quoting, outdated websites, and inconsistent client touchpoints leading to high drop-off rates and customer frustration.
To differentiate, we needed a digital experience that matched the level of professionalism we aimed to deliver in the field. That meant solving for both acquisition and operations: improving how clients discovered and booked us, and reducing the manual burden behind every job.
Solution
I led the end-to-end digital strategy for LandLab, managing a designer to execute the visual system, marketing site, and supporting UX flows. My focus was on building a modern, self-service experience that could scale without increasing headcount while delivering a professional, trustworthy first impression to clients.
We designed a responsive website optimized for conversion and clarity, developed a streamlined intake flow that reduced friction and captured project details upfront, and implemented automated systems for quoting, scheduling, communication, and invoicing. Every touchpoint was mapped to support operational efficiency and reinforce brand credibility.
By treating the business like a product, we turned the digital experience into a core differentiator helping us stand out in a crowded market and scale quickly through trust, speed, and consistency.
Approach
I began by mapping the full customer journey, from first site visit through project completion to identify friction points and opportunities to automate. Using early client interviews, support questions, and field insights, I prioritized improvements that would reduce manual effort while improving conversion and clarity.
I created design briefs, prioritized the roadmap, and collaborated closely with the designer to ensure consistent execution across the marketing site, intake flow, and service touchpoints. My focus was on clarity, speed, and trust guiding the design process through structured feedback loops and user-focused iteration.
Internally, I built lightweight systems to handle quoting, scheduling, and invoicing turning fragmented manual tasks into scalable workflows. Every design decision was rooted in business impact: reducing cost of acquisition, improving close rates, and streamlining operations without sacrificing experience quality.
Outcome
In less than six months, the digital experience became a key growth driver for LandLab. The self-service intake flow increased qualified lead volume and reduced time-to-close by eliminating manual back-and-forth. Automation across estimating, scheduling, and invoicing allowed us to operate efficiently without sacrificing service quality.
The responsive site and personalized onboarding flow significantly improved conversion rates and lowered customer acquisition costs. Most importantly, the end-to-end experience helped establish credibility and consistency, leading to a fully booked pipeline, zero churn, and a 5-star Google rating with 12 reviews in the first seven months.
By treating the business like a product, we built a repeatable model that scaled trust, not just transactions.
