How to combine two passions in an app

In the work with Gardena’s gardening app myGarden Melina Pflüger combines two of her passions; creating and further developing digital tools with her interest in gardening. This has proven to be the key to success.

Gardena’s app myGarden helps you plan and maintain your gardening projects. You can create your own tasks, check the plant library to add your favorite plants and find inspiration in a curated content feed.

“Personally, I really like our latest feature in the app, the gardening journal, where you can document everything with photos, notes and link the related plants. My aim is to document my balcony gardening journey from seedlings to harvest in 2021! Even more so, I love the fact that with our content we promote biodiversity and sustainable gardening”, Melina Pflüger says.

Melina is Digital Project Manager within our Gardena Division. She has been highly involved in creating, launching and managing the myGarden app together with her colleagues in one of our Digital Marketing teams.

“Our team mainly works with external partners that help us with the creative concept, content curation and development. And despite the fact that we have operated remotely from the start, we are all really dedicated towards further growing and improving the myGarden app. I really admire the energy and team spirit we have held up high ever since”, Melina explains.

The app belongs to a larger set of different digital tools that have grown in total by 200 000 registered users this year. The app is for free and doesn’t promote Gardena products, which is something that has raised some curiosity.

”Well, first of all our brand-vision at Gardena is to enable passionate gardeners with everything they need to plan, realize and maintain their gardening projects. Our aim is to learn from our users - what plants they fancy, what kind of tasks should be provided as tutorials? These insights really help us to follow an approach where all our improvements and new developments are based on user needs first”. 

Melina describes this project as one of her most creative assignments so far at Husqvarna Group. It is evident in how the app has been created. From the beginning our team behind the myGarden app had something completely different in mind, but the initial idea grew into something more.

“The actual idea to provide gardeners with digital services actually came from a product-driven tool. In order to provide consumers with a digital sprinkler planner we first had to provide a surface where they could digitize their garden. Once we saw how intensively the tool was used we recognized that there is a need that we as a gardening brand can and should serve: We support passionate gardeners in realizing their gardening dreams”, Melina says and continues:

“So yes, sometimes we start somewhere and end up with a different result because user tests might deliver different insights. These are the perks of having a digital product that is actually never finished”.

 

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