mOOvement
mOOvement is a cattle tracking company that provides an end to end solution that enables producers to locate their animals and get meaningful insights and alerts. The solar-powered GPS ear tag is key, as it gathers information that we process and present to producers via the mOOvement app and web portal. The mobile app enables the farmers to onboard their tagged cattle on the platform and keep a check on them, while the web portal is a great tool to do the same plus manage their cattle and farm.
The Challenge
mOOvement was a project and initiative by Rabobank, to introduce cattle tracking and ease of farm management to farmers primarily in Australia and then expanding to other markets. This worked with a solar-powered GPS ear tag that would be working together with LoRa antennas which would relay the information to the farmer's homestead. Our job as designers here was to come up with a platform on mobile and web that would make sense of this information to the farmer. The GPS ear tag can collect data about the location of the animal over a period of time and then the platform would ideally provide that info to the farmer in terms of analytics and other processed data useful in terms of managing their farms better. This also minimizes the use of farm vehicles by the farmer, to go out time and time again to keep a check on their cattle. Along with live location for animals, a couple of additional features like Bull Performance and Water Monitoring were also to be provided on the platform. With Bull Performance, farmers can have further analytics about their bulls in terms of animal interaction and comparison of movement around the paddock to other bulls. With water monitoring, the farmers can monitor their water bodies in terms of capacity and history from the platform itself, by placing water sensors provided by mOOvement in their water bodies. As Designers, our challenge was to collate the abilities and features that mOOvement could provide in terms of technical products, and provide them to the farmer on an interface where it would make sense for them.
The Design Process.
The team conducted interviews with pilot users of the ear tag in country Queensland and northern parts of NSW. This brought us to a better understanding of their expectations, requirements, pain points with the app which was in place. After these interviews, we sat down to sort cards and lists of the features that were present on the farm and the features that can have a potential to be ported to the mobile app and web portal.
After we had sorted the information out from the interviews and our jam sessions for what the structure of the platform might look like, we settled with the idea of a mobile app for onboarding the animals to the platform and managing them, along with a web portal where the capabilities of the app were clubbed with farm management and water monitoring.
The web portal was essentially going to be a 'god view' of sorts for the farm, where the farmer can overlook the farm and cattle at a glance on a single screen. Further, they should be able to manage their farm and animals as required. For eg. Editing animal details, attending to animals that have pushed notifications, resting paddocks, activating paddocks etc. The mobile app on the other hand would be able to onboard these animals and give alerts/notifications for them on the go.
As we went on creating the wireframes, we got a clearer picture of how the final UI might look like and how the farmer might use it. We took cues from the user interviews to prioritise information which was important and relevant to the farmer.
The final UI has a big map view of the whole farm, where the farmer can view their animals, paddocks, antennas, waterbodies all at once and also identify the components that might require immediate attention. These components show up as notifications.
Sections like animals and paddocks have expandable views which offer more detail better manageability.
The water monitors section shows the water bodies present on the farm which are planted with a mOOvement water monitor. Information regarding its capacity, current levels and history levels are accessible.
Built for mOOvement in collaboration with,