Simplifying the daily operations of farmers through thoughtful design and clear systems

Project challenge

Company
FarmBackup A/S

Role
Lead Product Designer

Timeline
Ongoing

Focus
Design system, UI/UX, branding

Tools
Figma, AE, PS, Jira, Zeplin

Team
2 founders, 2 developers & 1 designer

FarmBackup is a platform built to simplify the everyday life of farmers and contractors. By connecting planning, tracking, and management into one clear interface on desktop and mobile, it turns complex operations into intuitive digital workflows.
As Lead Product Designer, I helped evolve the product’s experience, visual identity, and design system, creating a unified foundation for growth.

FarmBackup had quickly grown from a simple GPS tracking tool into a multifunctional platform used by both farmers and contractors.
The existing UX and UI were fragmented and outdated, and many of the workflows still mirrored manual processes from the physical job sheets users relied on before.
The challenge was to modernize and unify the experience, while keeping it simple and accessible for a diverse, non-technical user group.

Challenge

To design a clear and cohesive user experience that simplifies complex daily tasks and saves time in the field.
At the same time, to establish a refreshed brand identity and design system that could scale with new features and maintain visual consistency across the platform.

Goal

I led the redesign of FarmBackup’s interface and built a new design system in Figma, defining color, typography, components, and interaction patterns to support future growth.
The system made collaboration between design and development smoother and ensured that new features could be built quickly and consistently.
This foundation also helped elevate the product’s visual quality, giving it a modern and professional feel that matched the value it provided.

Design system evolution

The UX improvements focused on giving users a clear overview and reducing manual work.
I designed a new job planning flow with an intuitive calendar view, making it easier for farmers and contractors to assign and monitor tasks in real time.
A new live GPS map allowed users to track both machines and workers as jobs progressed, while safety check workflows helped ensure compliance and accountability in the field.
Additionally, I developed tools for managing storage and crop sales, creating better transparency across the entire operation.

Together, these improvements created a unified experience that turned disconnected, paper-based workflows into a simple, digital rhythm that mirrored the way users actually work.

UX Highlights

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