Twisted Roots - Digital Transformation & Taxonomy
For Twisted Roots, cannabis is about connection and education. They needed a digital storefront that could replicate the knowledge of a seasoned budtender.
As the Technical Project Manager, I led the digital transformation of Twisted Roots’ consultative retail model. By architecting a complex product taxonomy and integrating granular metadata directly into the eCommerce UI, I successfully digitized their high-touch in-store experience into a scalable, education-first digital platform.
Why was Twisted Roots created?
Twisted Roots’ digital presence was trapped in a generic, marketplace-style template that lacked the data-mapping capability required for deep educational content. As the Technical Project Manager, I identified that the legacy architecture was commoditizing their premium products. They required a platform that moved beyond basic labels to replicate the educational depth of their in-store expertise through advanced metadata architecture.
Legacy Template Constraints
The previous marketplace-style template commoditized the product and lacked the data-mapping capability required for deep educational content.
Knowledge Fragmentation
Online customers lacked access to critical terpene profiles and strain lineages, creating a significant information gap between the in-store and digital experience.
Logistics Scaling
The absence of a centralized fleet management system forced manual localized dispatching, creating severe operational overhead for the delivery team.
Metadata Deficit
A shallow data schema prevented the brand from appearing in highly specific, strain-related search queries.
How did we tackle the challenge?
I managed the project from kickoff to launch. I worked with designers to create Figma prototypes that highlighted the unique “Terpene Profile” cards, which I showcased in the kick-off call to validate the educational approach with the client.
- Technical Mapping: I oversaw the end-to-end integration of Greenline POS and BlazePay, ensuring real-time inventory integrity and secure, compliant transaction pipelines.
- Sprint Management: Utilized Jira to manage development velocity and technical debt, while leveraging Asana for high-level stakeholder reporting and milestone tracking.
- Figma Validation: Managed the design handoff and created prototypes to validate the “Consultative UX” with the client before entering the development phase.
- Greenline POS (Inventory Sync)
- CanFleet (Delivery Management)
- BlazePay (Payment)
- Figma (Prototyping)
- Jira (Project Mgmt)
- Asana (Project Mgmt)
Parameter-Based UX
Architected a frontend mapping system that pulls granular chemical data directly from the headless backend.
Product Taxonomy Design
Engineered a deep metadata schema to categorize products by terpene profile, effect, and lineage.
Structured Data Schema
Implemented advanced schema markup and attribute mapping to maximize technical search discoverability.
Consultative Digital Logic
Successfully migrated high-touch retail consultation logic into a scalable, education-first digital pathway.
The Spotlight Feature: Terpene-Transparent UX
The Problem
The consultative sale was impossible online because standard eCommerce filters are too shallow to account for complex chemical and botanical profiles.
The Tech
Deployed custom frontend logic that maps granular "Attribute" fields from the headless CMS into an interactive UI on the product cards.
The Win
"Digitized the budtender" by surfacing laboratory-level data directly to the consumer, increasing average session duration by 35%.
