Downland

Designing for Legacy, Land,
and the Next Generation

Project
Beginnings

A Seed Is Planted

When Downland came to us, they didn't just ask for a product—they asked for a way to preserve something sacred: the legacy of working the land.

Downland connects aging farmers who don't have heirs with aspiring ones who dream of owning their first farm. But behind that simple exchange is a web of legal, emotional, and cultural complexity. We were asked to design a platform that could hold all of that complexity with care—while still being accessible, intuitive, and honest.

This was more than a digital challenge. It was about honoring lives shaped by land, and helping new stewards take their first step.

Who We Were Designing For

We spoke with dozens of farmers: some had inherited their land, others married into the lifestyle, and some were chasing a dream from scratch.

Across all of them, we noticed two distinct but overlapping experiences:

Key Research Themes

  • Older farmers were often ready to pass the torch—but overwhelmed by legal options or unsure how to find someone who shared their values.
  • Aspiring farmers had energy and grit but lacked clarity, guidance, or access to land. They needed a map.

These conversations quickly shaped our mission: to design something that doesn't just facilitate a transaction, but supports a human transition.

"It really feels like only luck got us this farm… and that's not great—because then how do you cookie-cutter that and help other young farmers get theirs?"

– Interview excerpt

Research & Insights

Finding Our Ground

We dove into interviews, competitive audits, and journey mapping to uncover not just user pain points—but emotional undercurrents.

Here's what we learned:

  • Starting a farm is overwhelming
    The process is opaque. There's no clear beginning. People know it will be hard, but they don't know where to begin.
  • Legacy is personal
    Retiring farmers aren't just giving up land—they're passing on a way of life. That comes with emotion, memory, and identity.
  • There's a technology gap
    Many users prefer phone calls to digital forms. Some struggle with online systems. Our design had to flex to meet them where they are.
  • Mentorship is missing
    People want connection, not just a platform. Farmers want to share knowledge as much as land; aspiring farmers want a guiding hand.

We personified our findings into the following persona profile that helped us focus our design process to make effective and meaningful decisions.

Persona

Meet Chase

Project Persona.

Demographics

  • 38 years old; married with young kids
  • Works on farm full-time as an employee
  • Spouse has outside job

Farming, for me, isn't just a job — it's something I feel pulled toward. I'm looking for a more meaningful way to live, something that feels rooted and purposeful. I'm drawn to sustainable farming.

I've learned a lot already, but there's still so much I don't know. Right now, I feel a bit stuck — like I'm standing at the edge of something big and just trying to figure out which step to take first.

Goals

  • I make sure to stay aware of business & government regulations for my land and my product
  • I learn from any resource that I can, online, from books, and other farmers
  • In the past, I've done apprenticeships that weren't helpful in leading me down to the path of farm ownership

Pain Points

  • Existing farmers are not sharing resources online and they're difficult to get in touch with
  • Finding resources related to financing, legal, and taxation can be very difficult to access
  • I'm still figuring out how to handle the business side before I actually own a farm

Needs

  • I want my own farm but I don't even know where to start
  • I'm not sure if my kids will one day want to take over the farm, but I will need a plan
  • I need to learn more to fill in my knowledge gaps but it's difficult to learn from farmers who don't want to teach me or ones that don't document their techniques

Problem Statement

Aspiring farmers need a clear, step-by-step guide—and trusted resources on farming, business, and land access—so they can confidently begin the journey toward farm ownership.

Design

The Design Response

With clarity on what mattered, we translated insights into features:

A Personalized Farm Plan
A tool that breaks the journey into bite-sized, manageable steps. Milestones are tailored to the user's experience and goals—from saving for equipment to navigating zoning laws.

Tech That Respects Preferences
Our UI made space for all levels of digital fluency. Clear CTAs to call, text, or email allowed users to connect in whatever way felt most natural.

A Clear, Calm Interface
We designed with simplicity in mind: large text, linear flows, gentle progress indicators, and thoughtful language. Each step felt like a conversation, not a task list.

Visual Identity Grounded in the Earth
Color palettes drew from nature: compost brown, evergreen, and hay. Typography choices (Recoleta + Inter) balanced warmth and clarity, helping guide users without overwhelming them.

Prototype in Action

Our final design included:

  • Onboarding flows for aspiring farmers
  • “Who is Downland?” storytelling homepage
  • Interactive farm plan builder

Note: A Desktop prototype was developed as an MVP. Full prototype can be seen on a larger screen.

Client Testimonial

"The experience working with a team from general Assembly helped downland truly accelerate our product roadmap. They focus deeply on the customer first and not as an afterthought. They clearly articulated the problems to be solved and listen carefully. They carefully avoided scope creep in the process. The team delivered high definition wireframes in Figma ready for implementation."

– Jessi Roesch (Downland Founder)

Final Deliverables

  • A high-fidelity prototype
  • Key user flows for onboarding
  • A research-backed roadmap for future development
  • Presentation slide deck

Team Reflections

  • This project challenged me to design for a wide range of digital fluency
  • Prioritized impact over polish during tight iterations
  • Learned the importance of balancing gamification with usefulness
  • Farming isn't just a business—it's a legacy. We were proud to have helped design a site that makes that legacy more accessible.

Next Steps

  • Mobile-friendly build
  • AI-based business plan tool
  • Integration of matching algorithms for farmers and landowners

Like to learn more about this project?

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