Fintech
Investment
US
background
FarmTogether is a tech-powered farmland investment platform designed to make agricultural investing more accessible. The product bridges traditional farming with modern digital investing, targeting a mature, trust-driven audience.
While the business model was strong, the product lacked a clear voice and visual identity. The challenge was to establish credibility and long-term trust, while allowing the brand to feel confident, modern, and distinct in a conservative investment space.
design role
I led end-to-end product design across the platform, working closely with the founder and engineering team. During this time, the product scaled from early growth to over $150M in assets under management, requiring clear investment flows, strong brand trust, and a system that could evolve with the business.
The scope included user flows, information architecture, interface design, and brand alignment ensuring the product felt credible, consistent, and easy to understand for both new and experienced investors.
Role:
Lead Product Designer
Focus:
Strategy, UX, UI, Design leadership
Design direction
The visual direction focused on building trust without sacrificing clarity or modernity. The product needed to feel established and credible from the first interaction, while remaining approachable for new investors unfamiliar with farmland as an asset class.
Design decisions prioritized calm layouts, clear hierarchy, and restrained use of color avoiding both over-decoration and fintech clichés. The goal was to create an experience that felt confident, transparent, and long-lasting rather than trendy.
Consistency across web and mobile ensured the platform felt cohesive at every touchpoint, reinforcing trust through familiarity and predictability.
Key interfaces
The platform required a clear, confidence-driven investment experience that could guide users through complex financial decisions without pressure or friction. Each interface was designed to reduce cognitive load, surface the right information at the right moment, and reinforce trust through clarity and consistency.
Investment flows were intentionally structured to feel progressive and reassuring helping users understand their options, confirm decisions, and move forward with confidence rather than urgency.
Dashboards and data-heavy views balanced depth with readability, allowing investors to explore performance, diversification, and asset details without feeling overwhelmed. Information was presented transparently, avoiding visual noise while still supporting informed decision-making.
Education played a core role in the product experience. Dedicated learning spaces and supporting materials were designed to explain farmland investing, long-term value, and risk considerations positioning knowledge as part of the product, not an afterthought.
Supporting assets such as white papers extended the experience beyond the interface itself, reinforcing credibility and providing investors with the context needed to make thoughtful, long-term commitments.
outcome
The redesigned platform increased clarity, confidence, and decision-making across the investment journey.
100% of participants described the interface as welcoming and trustworthy.
92% said the product educated them before making an investment decision.
89% highlighted clear navigation and strong information structure.
87% of new users completed the investment flow without assistance.
82% valued the breadth and accessibility of educational resources.
These results confirmed that clarity, education, and trust were stronger drivers than persuasion alone.
Artem
Founder & Head of Strategy
