farmerJoe
Designing the digital ecosystem for modern agriculture.
At Neara, I designed websites, interactive experiences and motion graphics that transformed highly technical content into clear, engaging digital communication FarmerJoe set out to simplify collaboration across the agricultural industry. I designed the marketing website, product interfaces and supporting digital experiences that helped communicate a complex platform through a clear and approachable user experience.
LEAD DESIGNER
10+ MONTHS
THE CHALLENGE
Connecting an entire industry.
Agricultural production involves farmers, enterprises, laboratories and advisors—all working across different workflows and levels of digital experience.
The challenge was to create a cohesive digital ecosystem that introduced the platform, communicated its value and made complex processes feel intuitive for a wide range of users.
MARKETING WEBSITE
Introducing the Platform
The website introduced FarmerJoe's platform to a diverse audience—from individual farmers to large enterprises and laboratories. I designed responsive landing pages, product sections and content experiences that communicated a growing ecosystem while keeping navigation and information simple and accessible.
The focus was on creating clear information hierarchies, reducing visual complexity and guiding visitors through technical content with confidence.
Landing Experience
The homepage introduced FarmerJoe's vision through a clean visual hierarchy and approachable design. Its goal was to quickly communicate the platform's value while making a complex product feel accessible from the very first interaction.
One Platform, Multiple Workflows
FarmerJoe brings together different stakeholders across the agricultural industry. This section explains how the platform supports farmers, enterprises, laboratories and advisors through tailored workflows, making it easy for every audience to understand their role within the ecosystem.
Knowledge & Insights
Beyond the product itself, the website also served as a knowledge hub. The blog provided industry insights, product updates and educational content, helping FarmerJoe build trust while supporting users throughout their digital journey.
Markus Unger
CEO & Founder, FarmerJoe
"What impressed me most was Anna's ability to move seamlessly between disciplines."
“From our marketing website and product interfaces to visual communication, she brought consistency and clarity to every part of our digital presence. She has a rare ability to balance strategic thinking with thoughtful design, creating experiences that are both intuitive for users and aligned with the bigger vision of the product."
PRODUCT EXPERIENCE
Designing tools people actually enjoy using.
Alongside the marketing website, I designed key parts of the application itself, focusing on workflows that supported everyday agricultural tasks.
Whether documenting harvests, managing production or accessing information in the field, the interfaces were designed to be clear, efficient and accessible across devices.
PRODUCT EXPERIENCE
Creating a platform beyond the product.
A consistent iconography, illustration style and visual system helped connect every touchpoint—from marketing pages to product interfaces and communication materials.
Rather than treating each screen as an isolated design, the goal was to create a cohesive experience that felt familiar wherever users interacted with the brand.
Outcome
Designing for people, not just platforms.
FarmerJoe showed how thoughtful digital design can connect very different user groups through one consistent experience.
By combining marketing, product design and visual communication, the platform became easier to understand, navigate and adopt.
Let's build something people understand—and remember
Whether you're creating a product, launching a brand or communicating complex ideas, I'd love to help shape experiences that are clear, thoughtful and impactful.