DeSireBull

NSW Department of Primary Industry
Product design

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With the wealth of genetic data available for the livestock industry, buying bulls shouldn't be a beauty contest; but many famers still pick bulls at auction by appearance alone.

We tackled this problem by developing a tool that simplifies genetic data by grouping related traits, but more importantly, rating and valuing the bull — something farmers acutely understand.

The outcome of this shift in decision making will have a real impact on productivity for beef producers, crucial benefits at a time where much of the country is facing drought.

We worked closely with expert bull geneticists from the NSW DPI to help us understand the complex field. They brought the science, we brought a solution that would work for farmers — interviewing and testing with them along the way.

The project is currently in beta, awaiting the next round of funding and development.

Role

UX
Visual design

Credits

Agency : Circul8
Copywriter : Matt Koo
Developer : Honza Blasko
Product manager : Janine Googan

EBV explainer video
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