Agreena is a Copenhagen-based fintech scaling regenerative agriculture across Europe. As Principal Product Designer I worked across the full product; from new feature development and acquisition flows to audience research that shaped the core value proposition.



Key workstreams included launching a new offering for food and beverage companies looking to reduce emissions, and designing Agatha, an AI farming assistant built to align business, user and environmental goals, embedding sustainability trade-offs into the system's core reasoning.



I elevated design to a strategic function at Agreena, establishing product development processes from research through to implementation that cut cycle times from months to weeks, reduced cost-to-serve and made the proposition viable for a broader market of farmers. Through this I contributed to a shift in how the business was valued: from a services to a tech multiple.