Farmcrowdy V3 — Going Mobile & Operational Scale
Third-generation redesign of Farmcrowdy's digital agriculture platform — mobile-first operational tooling, 16+ states, and scaling from solo designer to leading an 11-person team.
The Context
By 2018, Farmcrowdy had proven the model. Now we needed to scale. Mobile traffic was high but conversion rates on mobile web were terrible. Field operations needed better tools to manage thousands of farms across Nigeria.
My role evolved: from solo founding designer to Head of Design & Growth, building and leading an 11-person team across product, marketing, and operations.
Design Challenges
Mobile-First Design
Rethinking complex flows (farm sponsorship, dashboard, payments) for mobile constraints.
Offline-First Requirements
Field agents needed tools that work in rural areas with poor connectivity.
Operational Tools
Farm monitoring, crop tracking, agent management, farmer onboarding.
Multi-Product Strategy
Expanding from sponsorship to 7 product lines (Finance, Insurance, Grainpoint).
Key Outcomes
Mobile App Launch
iOS and Android apps with offline-first architecture, achieving 60% mobile conversion rate (vs. 18% on mobile web).
Operational Scale
Platform work supported Farmcrowdy operations across 16+ states.
7 Product Lines
Designed and launched Finance (farm loans), Insurance (crop insurance), Grainpoint (commodity trading), and 4 other product lines.
Business Impact
Team Building
Scaled from solo designer to leading an 11-person team across product, growth, and marketing:
- Hired and mentored 3 product designers
- Built marketing team from 0 to 6 people
- Established design critique culture and design system governance
- Created OKR framework for design and growth teams