Design brief 02 / Guided intelligence
Ask Darli
Ask Darli turns the homepage into a guided conversation. Instead of forcing visitors to decode Farmerline, Mergdata and product names, the site asks what they are trying to do in agriculture and builds the right path around that answer.
This direction responds directly to the CEO feedback that the site should be smarter and easier to understand. It gives Farmerline a public-facing intelligence layer instead of another static menu.
The first decision is not "Company" or "Product." It is "What are you trying to do?" That keeps the experience practical for non-technical visitors.
Darli can translate a visitor's goal into Farmerline services, Mergdata products and proof points without making the platform feel fragmented.
The experience should feel intelligent and helpful, but the pitch is not "we have a chatbot." The pitch is "we can guide your agriculture program."
The homepage behaves like a decision tree wrapped in a warm interface. Every answer routes to a product, a service and a proof point.
"I need farmer training," "I need traceability," "I need finance readiness," or "I buy commodities."
A short human explanation in plain language, written as if a Farmerline advisor is guiding the visitor.
Relevant products such as Terra, Collect, Darli, Grow or Open Finance appear as a packaged route.
The path ends with evidence, a next action and a reason to speak with Farmerline.
Darli should not answer everything. It should identify the visitor, reduce confusion and hand them to the right Farmerline/Mergdata offer.
This can launch as scripted logic first, then evolve into a deeper AI experience later.
The palette is intentionally bright and optimistic. It blends the Mergdata yellow-black signal with Farmerline turquoise and a warmer advisory backdrop.
Ask Darli needs to feel contemporary and product-aware, so it leans harder into Mergdata typography while retaining Farmerline clarity.
PP Agrandir gives the concept a softer, smarter voice than a pure corporate headline. It feels like a product guide, not a policy document.
Use for concept headlines and large prompt language.
Use for route labels, chips, product tags and answer metadata.
Use for explanations because the audience includes non-technical partners.
The design language is built from advisory UI elements: prompt chips, answer cards, recommended paths and mobile-first conversation panels.
Use complete sentences, not product categories.
One answer, one recommendation, one action.
Group Farmerline services and Mergdata tools as a route.
Add mapped acres, farmers reached or partner coverage near each recommendation.
This concept is strongest when the homepage can adapt to different audiences without exposing internal product taxonomy first.
Darli routes to training, farmer profiling, dashboards and reporting language.
Darli routes to sourcing, traceability, field verification and market confidence.
Darli routes to credit readiness, repayment histories, identity and farmer risk intelligence.
The copy must sound like a senior advisor, not a chatbot pretending to be clever.
Write answers in plain, direct language. Use verbs like build, measure, source, train, finance and verify. Connect every answer to a visible next step.
Use abstract AI language, internal product jargon or long menus. The site should simplify Farmerline, not make the visitor learn a new system.
Motion should make the guide feel alive: selecting an intent updates the answer, product stack and proof markers in place.
Changing a persona should feel instant and helpful.
The phone makes Darli feel real without overpromising full AI.
The side dock reinforces that the website is guided by the visitor's goal.
Reveal product, service and proof in stages rather than dumping everything at once.
This direction has high upside if Darli is a strategic product face, but the team must be honest about what is scripted and what is truly intelligent.
Use this as the lead concept if the CEO wants the website to feel like a smarter front door for partners, farmers and buyers.
If the Darli experience is not backed by real routing logic, it may feel like a gimmick. Launch it as a guided advisor first, then deepen the intelligence.
CEO line: Do not make visitors understand our org chart. Ask what they need and show them the path.