A case study, then and now
I helped TruGreen sell lawn care online for the first time.
In 2019 I led the UX for TruGreen's first online buying experience, an 8-month digital transformation with Publicis Agency. This page tells that real story, and then shows what the same idea looks like now that AI can carry it further.
Before · trugreen.com, January 2016
This is what TruGreen.com looked like when the project started.
A brand hero image and a phone number. No online quote, no self-service flow, no way to buy a plan without calling in. This archived homepage, pulled from the Wayback Machine, is the actual starting point for the transformation project below.
2019 · Publicis Agency · TruGreen
The problem: nobody had documented how services actually got sold.
Leadership wanted to sell lawn care online, but the real sales process only existed in the heads of call-center reps and field technicians. I went undercover as a new-hire salesperson and interviewed technicians to learn how services were actually sold, not how training said they were sold.
“I discovered there was a disconnect between C-level executives on how services are actually sold versus what is taught in training.”
An idea ahead of its time
I proposed a “virtual technician” in 2019.
Customers kept telling us the same thing: they were tired of getting a new technician every visit and having to re-explain their lawn from scratch. My recommendation was a virtual technician, or a way to make a customer's real technician reachable through the app, so the relationship didn't reset every time.
The technology to make that idea fully real didn't quite exist yet. It does now.
Meet Avery
The AI Virtual Technician in the 2026 prototype below is a direct, working answer to that 2019 proposal.
How the work got done
10 stakeholder interviews, 500+ survey responses, and a click-through prototype of 10 flows.
Stakeholder interviews and personas, a customer journey map, low-fidelity sketches, a competitive study, and a high-fidelity Axure prototype that went through multiple rounds of usability testing before final UI design in Sketch.
What I can still do
That was 2019. Here's the same idea, rebuilt for 2026.
TruGreen Lawn Intelligence is an independent concept prototype I designed and built end to end: product thesis, UX, brand system, and working code. It picks up where the 2019 project left off, with a guided AI-assisted lawn scan, a live specialist review, and a virtual technician that finally works the way I proposed it should.
