BovControl

INTRO

When I was invited to join the BovControl team as the lead designer in February 2015, the startup had already validated its value proposition and had a strong vision. The challenge was then to improve the brand and product so that growth could become consistent and scalable. So the fun begun.

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Problem definition

BovControl is a service designed for cattle raisers to improve their productivity, offering data collection and analytics tools.

The brief was to redesign everything from scratch—from brand assets to the micro interactions, keep the learnings from previous product versions as a starting point and make the service scalable worldwide.

Discovery PHASE

Getting informed is no easy task when you work on a young startup. Some analytics data were not so reliable when I started working on the project, so we had to make the most of what was available: basic analytics, database activity and the overall experience from other members of the team.

Exploration

No-bullshit.
Literally.

Identifying personas heroes can be a tricky job. The characters could easily become vague and unrealistic, serving no purpose to the project as a methodology.

For this reason it's important to avoid what some call “bullshit personas”. Personas are not the exact mirrored reflex of someone in particular. Instead, they represent a group of people, an archetype. 

Our personas are confronted with the challenges we have on a daily basis. “Is this feature right for this guy?, How that woman should behave if she clicked here?” and so on. 

They also help establish a sense of purpose when we are voting and prioritizing new features. There’s nothing worse than a service packed with features that serve no one, or nor purpose to the company. Having this in mind, I collected as much data as possible about our users and also talked to people from the countryside—since our service is meant for farm people. I then re-grouped and narrowed down about fifteen relevant types of users into just four major personas. Here they are:

Dr. Antônio
Cardoso

Farmer,
Cardiologist

“Sometimes I feel bombarded by information. Charts, market analysis, quotations, finance, appointments: everything gets to me!”

Antônio
Cardoso Jr.

Advertising,
farmer’s son

“I like to take risks. The problem is that usually I lack the authority to make decisions on my own. But my father usually listens to new ideas about the farm.”

Márcia
Moreira

Farm
Veterinary

“After Vet School, things started to happen real fast! Now, new clients reach me by phone, email, from everywhere. My phone is with me all the time :-)”

Mr. Pires,
‘Seu’ Zé

Farm
employee

“I takes care of farms for a long time. All the penny I get pay some bills here and there and buy me kids some stuff now and again. I ain’t got a bank account still.”

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As part of my research steps, I took some time to gather look and feel references. When you surround yourself with various tasks and design problems to be addressed, this simple exercise proves itself useful and fun too.

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solutions

Brand iD.

Agricultural plots, the animal itself, meat cuts, countryside craftsmanship, earthy and nature colours—all rounded up by a certain proverbial proportion.

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company

BovControl Inc.

role

Research, Personas, Funcionallity Inventory, User Journey & Cycle, Branding, Information Architecture, Visual Design & Interaction Design