Problem
Complex data, unclear communication
Agricultural insights are often buried in dense reports and outdated interfaces. The existing digital presence lacked cohesion, making it difficult for users to interpret insights, trust the data, and understand LandWise’s innovative approach to land analytics.
Solution
A clear, connected digital ecosystem for clarity and trust
I designed a cohesive digital experience that unites the website, reports, and visual system into one clear narrative. With a focus on usability, structure, and visual hierarchy, the new design helps users navigate complex information effortlessly while reinforcing credibility and innovation within AgTech.
When I joined LandWise Analytica, their website felt very traditional, more data-heavy than people-focused. My goal was to reimagine how an agriculture analytics company could present itself: accessible, engaging and a little unexpected. I wanted to break the mold of the industry stereotype by making the site cooler and more fun, while still credible. This meant rethinking the storytelling, visuals, and micro-interactions to make information easier to digest and help users connect with the brand on a more human level.
Website Design
The reports were the heart of the product but looked more like static PDFs than dynamic tools. I transitioned these long, 2D reports into an interactive map-based interface that made complex insights feel intuitive. I researched how users read and used the reports, then designed layouts that balanced clarity with depth by helping clients explore, not just consume information. The result was a product that felt more like a living experience than a document.
Product Design – Reports
One of the key challenges was designing how users set boundaries to generate their custom reports. It wasn’t just a visual task, it was about making the interaction feel natural and precise. Through prototyping, testing and refining with the team, we built a flow that balanced usability and accuracy. The map UI became an anchor for the experience, blending strategy, product logic, and interaction design into something simple but powerful.
Map Interaction
Alongside the digital design, I redefined the brand identity by starting from a new logo and visual system that reflected LandWise’s innovative spirit. The goal was to tell a story that felt confident, modern and approachable. Every design choice, from color palette to typography, was crafted to bridge the gap between technology and nature, data and people. The storytelling extended across mockups, pitch decks, and marketing materials, creating a cohesive experience across every touchpoint.
Branding & Storytelling
This project pushed me to lead with both strategy and creativity by balancing product thinking, storytelling and user experience to bring a complex idea to life. As the sole designer, I wore many hats, guiding design decisions across product, web, and brand. Every iteration required deep collaboration with the founders, aligning business goals with user needs and translating technical concepts into experiences that felt intuitive and engaging. It challenged me to think bigger as both a designer and a problem solver. From simplifying dense data to reimagining how people interact with maps and reports, I learned how storytelling and clarity can turn intricate systems into accessible, meaningful products. This project became a true exercise in adaptability, curiosity and creative leadership, one that shaped how I approach product design today.
It was great to work with you over the past months and you did a fantastic job with the website and designs overall so thanks a lot for that. I really appreciate the time and effort you put into the project! I'll definitely be recommending you if anyone I know needs help with design.
Patrick McMillan
Co-Founder
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