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 is one of the largest Dairy Co-ops in Australia. They have a network of over 2,900 dairy farmers who supply milk on a daily basis.

Murray Goulburn employed an ineffective technology solution to surface all the milk production data to the farmers. The adoption rate was critically low - only ~350 farmers were using that solution -  and it was a big challenge for Murray Goulburn to uplift that number.

Approach

We wanted to understand how Murray Goulburn worked with their farmers.

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.

Next

Camp Australia