Murray Goulburn

My role // Manage the end-to-end experience design delivery
Activities undertaken // Qualitative research, ethnographic studies, interaction design, customer workshops

Challenge

Murray Goulburn, one of Australia’s largest dairy co-operatives, manages a vast network of over 2,900 dairy farmers supplying milk daily.

Their existing technology solution for surfacing milk production data was underperforming, with a critically low adoption rate of approximately 350 farmers. The primary challenge was to significantly increase user engagement and adoption among the farming community.

Approach

To address this, we aimed to deeply understand the farmers’ workflows and challenges.

Our first point of call was to:

  • Identify the user journeys of farmers from different regions

  • Investigate the pitfall of the current software solution

  • Understand a day in the farmer's shoes

Then we followed up by interviewing over 30 farmers from around Victoria to deeply understand whether technology is the best solution.

Outcome

We saw a staggering 83% uptake in the first week of launch with our early adopters.

What we did?

  • We sketched and prototyped some crude designs and tested with the farmers on usability

  • Based on the feedback, we built a PWA (Progressive Web Application) which could work offline and low internet speeds

  • Our early user testing revealed a stark increase in user engagement

Currently, over 2200 farmers are using the Web Application and the reviews have been highly positive.

Previous

Scaling design as a strategic capability
Next

Designing trust for busy parents