- Company
- Malam Team
- Role
- Product Designer
- Team
- Me, a PM and engineers
- Outcome
- Shipped and in use by the client
CattleSense
A classified project reimagined through a playful cattle theme, what began as a joke became an exercise in designing complex flows and roles.
Project overview
This case study started as an experiment. I had a project on a classified topic, but to share the design process I needed to strip it from its original context. I asked an AI for an alternative theme, and it came back with cattle.
The suggestion was so random that it made me laugh, so I leaned into it. What began as a joke turned into a creative exercise, treating the “farm app” concept as both a playful experiment and a serious exercise in practicing complex design flows, user roles, and data structures.
My role
Led end to end design
Owned the full process from initial research to final UI across desktop and mobile.
Sketched and refined
Started with wireframes, then brought it to life with clean, cohesive UI design.
Designed for flexibility
Built a scalable system that adapts across devices and grows with the product.
Aligned with stakeholders
Worked closely with the team to make sure design fit real life workflows.
The challenge
Farmers needed a simpler way to manage livestock health, feeding, and daily tasks. Existing tools were either too complex or not built for real farm routines. The goal was to design something intuitive, focused, and easy to adopt in the field.
- Problem 01Diseases spread unnoticed, increasing losses and costsSolution 01Automated alerts detect health issues early, enabling fast intervention
- Problem 02Missed feedings and fertility cycles reduce productivitySolution 02Smart schedules ensure optimal nutrition and breeding success
- Problem 03Tracking hundreds of cattle manually is inefficientSolution 03Search, filters, GPS and data gathering making tracking effortless
- Problem 04Farmers who lack tech experience find digital management overwhelmingSolution 04An intuitive, easy to learn system makes digital tracking accessible
User personas
To guide the design, I created two core personas
Nathan
A ranch owner juggling multiple tools and needing oversight at scale
Goals- Improve herd health tracking with early alerts
- Optimize feeding schedules and breeding cycles
- Ensure long term planning and cost efficiency
Frustrations- Delayed alerts lead to preventable cattle losses
- Manual record keeping slows decision making
- Managing large herds manually is inefficient
Jacob
A fieldworker seeking clarity and ease in tracking daily tasks
Goals- Track cattle health and automate records
- Use a quick glance dashboard for efficiency
- Ensure mobile access for on-the-go monitoring
Frustrations- Complex dashboards slow him down
- Limited internet access affects data entry
- Manual tracking takes too much time
Market research & competitive analysis
When looking at other tools on the market, most felt clunky, hard to use, or not built for real farm needs. With CattleSense, the goal was to create a simpler, more intuitive experience that worked just as well in the field as it did at a desk.
Herd-itt
- Included: Real-time Tracking & GPS
- Included: Health Monitoring & Alerts
- Not included: Breeding & Genetic Tracking
- Not included: Vaccination Tracking
- Not included: Automated Reports & Compliance
- Not included: Feeding Schedule Management
- Included: Task Reminders & Record-Keeping
- Included: Mobile Friendly UI
- Not included: Offline Mode
EasyKeeper
- Not included: Real-time Tracking & GPS
- Not included: Health Monitoring & Alerts
- Included: Breeding & Genetic Tracking
- Not included: Vaccination Tracking
- Included: Automated Reports & Compliance
- Not included: Feeding Schedule Management
- Included: Task Reminders & Record-Keeping
- Not included: Mobile Friendly UI
- Not included: Offline Mode
VacApp
- Not included: Real-time Tracking & GPS
- Not included: Health Monitoring & Alerts
- Not included: Breeding & Genetic Tracking
- Included: Vaccination Tracking
- Not included: Automated Reports & Compliance
- Not included: Feeding Schedule Management
- Not included: Task Reminders & Record-Keeping
- Included: Mobile Friendly UI
- Included: Offline Mode
CattleMax
- Not included: Real-time Tracking & GPS
- Included: Health Monitoring & Alerts
- Included: Breeding & Genetic Tracking
- Included: Vaccination Tracking
- Included: Automated Reports & Compliance
- Included: Feeding Schedule Management
- Included: Task Reminders & Record-Keeping
- Not included: Mobile Friendly UI
- Not included: Offline Mode
CattleSense
- Included: Real-time Tracking & GPS
- Included: Health Monitoring & Alerts
- Included: Breeding & Genetic Tracking
- Included: Vaccination Tracking
- Included: Automated Reports & Compliance
- Included: Feeding Schedule Management
- Included: Task Reminders & Record-Keeping
- Included: Mobile Friendly UI
- Included: Offline Mode
Unique value proposition
CattleSense was designed around what farmers actually need, clarity, flexibility, and control. Each feature is shaped to simplify daily work, support better decisions, and scale with any farm, big or small.
Powerful yet simple UI
Smart scheduling and insights
Scalable for all farmers
Mobile first access
Real time monitoring & alerts
Design process
Low fidelity
I focused on layout and core flow validation. These helped test navigation logic before visual styling.
Design process
UI design
The UI balances industry and agritech trends to create a familiar experience, while integrating unique design solutions that set CattleSense apart in the market.
- Primary#F6F6F6
- Secondary#D3D9D6
- Border#FFFFFF
- Hover#C8CDCA
- Accent#699E9C
- Icon#4F8A88
- Text#162F21
Design process
Onboarding
Each user’s journey starts with a path built just for them. Farmers, workers, and consultants see only what’s relevant, from setting goals to defining roles. This keeps onboarding quick, focused, and ready for real work from day one.
Design process
Onboarding design
The final flow brings everything together in a clear, approachable design, making it easy for any user to get started and bring their team on board with confidence.
Design process
High-Fidelity
After refining the UI, I ensured the final design was scalable, visually cohesive, and intuitive for both experienced and non tech savvy users.
Individual cattle profile
Designing the individual cattle profile was all about giving farmers a clear, calm space to focus on one animal at a time. After building the main dashboard, I created this page to bring together everything they need, health updates, breeding records, alerts, and movement - all in one place.
Mobile app
Most farmers spend their time in the field, not at a desk. The mobile version of CattleSense was designed with that reality in mind. It brings the full experience to smaller screens, helping users stay informed and in control wherever they are.
I focused on making key actions quick and intuitive. Farmers can check alerts, update tasks, and track cattle with ease. The layout was simplified for faster decisions, and offline mode ensures nothing is lost when working without a connection.
Reflection
See the people, not the system.
I never expected to design for cows. But moving the work into a different world showed me what actually held it together: not the screens, but the people using them. Onboarding per role taught me the most: how to learn a complex system through the eyes of each role, and make their different needs feel like one system.
