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Traditionally, undergraduate students are introduced to foundational coursework with little professional context; this can lead students to make uninformed choices about degree paths and possible futures. Our theory is that first-year students benefit from early design experiences, because such experiences can support the development of professional identity. We examined student learning and identity development connected to a design challenge in a first-year undergraduate urban planning course, taught at a southwestern U.S. research university serving a very diverse population. Findings show students affirmed their professional identity or expressed intent to persist based on the design challenge experiences, implying the coursework/professional disconnect is problematic and warrants further research.