Product Leadership

AcreVision:
Map-Based Farmland Research & Valuation

Company

Farmers Business Network (FBN)

Tools

Figma
UserTesting
Lyssna
Jira

Role

Coaching
Creative Direction
Leadership
Strategy
Collaboration

Results

MVP Launched

Post MVP Top Unique Visitor Generator

About

Products like Zillow, Trulia and Redfin transformed the real estate research experience for agents, buyers and sellers. Yet, the farmland research, buying and selling experience remains largely unchanged due to the distinct nature of ownership and type of data needed to understand the value of farmland parcels.

AcreVision was created to enable farmers to research farmland parcels via a free digital platform as well as offer an avenue to apply for land loans to purchase property.

Design Leadership

Coaching & Creative Direction

Worked closely with project Product Designer to build confidence in advocating for users and the product experience through user experience research, stakeholder management, storytelling and strategic planning.

Strategy

Co-created a tracking spreadsheet to manage the pipe-line of incoming design projects related to AcreVision and other Finance Team projects, which enabled designers to be active contributors to roadmap planning that reduced burn-out and enhanced confidence in execution and delivery.

Collaboration

Developed principles and practices to enhance team collaboration and assets, including: “How We Work” guidelines, Co-Design sessions to enhance creativity and efficiency, raised the bar on expectations for user feedback and reducing bias in research and testing.

Production Experience Examples

Below is a small selection of key views in the AcreVision experience, including the map-based parcel selection view; detail page view that includes access to Crop History, Soil Type and Terrain data that is critical to assessing land value; and a customized Land Loan eligibility, rate and payment proposal.