Redesigned User Management at FBN to Scale Enterprise Access

Role: Senior Product Design Manager, Growth & Platform
Years: 2023–2024
Team: PM, Eng Lead, System Designer

Overview

As FBN scaled its $4B agtech platform, its legacy UI struggled to support the complexity of multi-entity businesses. Trust managers, enterprise owners, and farmers needed granular roles, better onboarding, and easier ways to manage users across enterprises. But the interface was brittle, the permission model was rigid, and even critical flows like switching contexts or editing profiles were error-prone.

My Role

As Senior Product Design Manager, I led the redesign of FBN’s user management experience from the ground up:

Directed research, strategy, and systems design for enterprise roles, permissions, and onboarding
Partnered with engineering to implement a scalable UI architecture
Collaborated with marketing and support to align onboarding content and messaging

Redesigned enterprise team view to make roles, contact details, and permissions immediately scannable, enabling faster onboarding and clearer access management for admins overseeing multiple users.

AT A GLANCE:

increase in Business Administrator Invites

40%

reduction in onboarding time
for Business Administrators

60%

increase in owner satisfaction

30%

The Challenge

The original user system couldn't support how real customers worked:

Farm Admins needed to manage multiple enterprises, each with their own billing, shipping, and access rules
Users needed to associate multiple emails/phones by type (e.g., billing contact, primary login)
Permissions were binary and brittle, "advisor" vs. "subaccount". No nuance.
The context switcher relied on a snack bar. Many admins didn't know which enterprise they were editing.

Meanwhile, the "Delete Account" button was huge and mis-tapped often.

Facilitated cross-functional working sessions to map access needs in our permissions model.

Mapped core UX friction across legacy profile and enterprise management flows, highlighting role ambiguity, security gaps, and context-switching confusion.

What We Built

We mapped key workflows across three user types, farmers, trust managers, and enterprise owners, and rebuilt the experience around:

Visualization helped us understand how roles, rights, and permissions impact access across the platform..

Granular Role & Permission Models

Moved beyond checkboxes to a scalable grid for enterprise-level permissions
Added visibility tools so admins could view and manage roles across all users
Introduced ownership assignment for fields within an enterprise

Enterprise Context Clarity

Enabled persistent indicators to show which enterprise is active
Linked context-aware elements like billing and order-readiness tabs directly to enterprise selection

Streamlined Invite & Onboarding Flows

Differentiated new vs. returning trust managers with guided invite paths
Secured email change flows with new modals and confirmation steps

“I can focus on the specifics without second-guessing which enterprise I’m working on."

— Shane, Montana Verified Farmer

The Results

These improvements streamlined role management, enterprise navigation, and onboarding, benefiting farmers, enterprise owners, and administrators. As a result, the platform saw higher satisfaction and efficiency, with a 60% reduced onboarding time for administrators through improved workflows, 40% more farm administrator invites thanks to simplified role management, and a 30% increase in owner satisfaction scores due to clearer permissions and enterprise controls.

Team Roles and Permissions Management