Building the World’s Most Trusted Ag Network
Product Design Case Study - Lead Senior Product Designer
About AVP
AVP set out to put the most trusted agricultural network in the world in your pocket.
I joined as the first product designer and grew the design team into a full design org (4 product designers, 2 interns, and a marketing designer). I owned everything design-related across the iOS & Android app, design system, marketing materials, and the website.
The Challenge: Hidden Users
Agriculture is wildly diverse — from crops and livestock to equipment and agribusiness. AVP solved thousands of problems every day, but the users we most needed to reach (farmers) were the hardest to acquire.
The Good, the Bad & the Ugly: Farmers don’t exactly line up for new tech. Early adoption was tough, but by targeting a younger demographic we uncovered why older farmers were hesitant to join the platform.
Would You Swipe on Agriculture?
The breakthrough came with anonymity. Farmers didn’t want to risk reputation or stir controversy, so they avoided posting in other ag communities. By enabling anonymous Q&A, we created a safe space for tough conversations. What started as hesitation grew into a vibrant, trusted discussion hub.
What I Brought to the Field
Established AVP’s design foundation from the ground up, clearing massive design debt.
Created and maintained a design system to scale rapidly across platforms.
Led and mentored a team of designers and interns while delivering high-speed product work.
Balanced strategy and execution to keep pace with AVP’s rapid growth.
Expert Flow
Seekers Flow
Takeaway
At AVP, I learned how to run before I walked — scaling a team, clearing design debt, and shipping a product simultaneously. It was a crash course in agility, leadership, and design at startup speed.