Product Design

App

PRODAP Views Master

Livestock data collector to monitor the field and eliminate paperwork

Product Design

App

PRODAP Views Master

Livestock data collector to monitor the field and eliminate paperwork

Brazil is the world’s largest beef exporter, supplying over 150 countries. With around 232 million head of cattle, it has the biggest commercial herd globally. Many farms exceed 50,000 hectares. The herd size ranges from 10,000 to over 100,000 head of cattle.

Brazil is the world’s largest beef exporter, supplying over 150 countries. With around 232 million head of cattle, it has the biggest commercial herd globally. Many farms exceed 50,000 hectares. The herd size ranges from 10,000 to over 100,000 head of cattle.

Project Summary

When I joined PRODAP’s Digital Products team, Views Master was already live and in use by several clients. My mission was to take ownership of the product and guide its evolution. I deepened our understanding of user profiles and day-to-day workflows, identified critical pain points, and led the design of new features that expanded functionality. By refining the interface and improving data clarity, I enhanced the overall user experience.

Impacts

  • Farms reduce costs by 10–20% and increase yields by 15–30%.

Role

Product Designer

Team

1x Product Manager

1x Product Owner

6x Developers

Timeline

2 years

Problem


PRODAP (now dsm-firmenich), with 40 years of experience in Brazilian livestock farming, saw an opportunity for digital transformation in this sector. The lack of technology adoption can lead farms to:


Inefficient farm management

Manual record-keeping (paper or spreadsheets) leads to errors in tracking cattle health, breeding, and vaccinations.

Lower productivity and higher costs

Feed inefficiency.

Problem


PRODAP (now dsm-firmenich), with 40 years of experience in Brazilian livestock farming, saw an opportunity for digital transformation in this sector. The lack of technology adoption can lead farms to:


Inefficient farm management

Manual record-keeping (paper or spreadsheets) leads to errors in tracking cattle health, breeding, and vaccinations.

Lower productivity and higher costs

Feed inefficiency.

Problem


PRODAP (now dsm-firmenich), with 40 years of experience in Brazilian livestock farming, saw an opportunity for digital transformation in this sector. The lack of technology adoption can lead farms to:


Inefficient farm management

Manual record-keeping (paper or spreadsheets) leads to errors in tracking cattle health, breeding, and vaccinations.

Lower productivity and higher costs

Feed inefficiency.

Responsibilities

Upon joining PRODAP's Digital Products team, PRODAP Views Master had already been launched and was being used by several ot the company's clients.

My mission was to take ownership of the project by:

  • Deeply understanding user profiles, daily tasks, pain points and needs.

  • Expanding the product through new features.

  • Enhancing the overall user experience.

Responsibilities

Upon joining PRODAP's Digital Products team, PRODAP Views Master had already been launched and was being used by several ot the company's clients.

My mission was to take ownership of the project by:

  • Deeply understanding user profiles, daily tasks, pain points and needs.

  • Expanding the product through new features.

  • Enhancing the overall user experience.

Responsibilities

Upon joining PRODAP's Digital Products team, PRODAP Views Master had already been launched and was being used by several ot the company's clients.

My mission was to take ownership of the project by:

  • Deeply understanding user profiles, daily tasks, pain points and needs.

  • Expanding the product through new features.

  • Enhancing the overall user experience.

Research Process and Insights

To deeply understand our users and customers, we relied on three primary sources:

  1. The users themselves

  2. PRODAP consultants

  3. The Customer Success team

User needs and characteristics


Users:

  • Many farm workers are men with little to no formal education.

  • Their hands are frequently exposed to rough materials like wood, ropes, and other objects, causing thickened fingers (reducing touch sensitivity).

  • They tend to behave timidly and hesitantly when using smartphones for work.

  • Many fear "getting scolded" by the manager if something goes wrong in the pastures.


Context:

  • Cowboys often inspect pastures and livestock on horseback, leaving one hand occupied with reins.

  • They work under intense sunlight.

  • The farms cover vast areas, with large portions lacking internet coverage.

User needs and characteristics


Users:

  • Many farm workers are men with little to no formal education.

  • Their hands are frequently exposed to rough materials like wood, ropes, and other objects, causing thickened fingers (reducing touch sensitivity).

  • They tend to behave timidly and hesitantly when using smartphones for work.

  • Many fear "getting scolded" by the manager if something goes wrong in the pastures.


Context:

  • Cowboys often inspect pastures and livestock on horseback, leaving one hand occupied with reins.

  • They work under intense sunlight.

  • The farms cover vast areas, with large portions lacking internet coverage.

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Internal Expertise

PRODAP has a team of expert consultants—including veterinarians, animal scientists, and university professors. These professionals brought deep technical knowledge as well as behavioral insights into how farm employees worked.

Customer Success Team

  • Collected user feedback, questions and pain points.

  • Provided valuable insights to guide product improvements.

  • Provided feature usage data (e.g., frequency of access to different tools) to measure the success of new features.

Solution


An Android app that helps manage daily farm tasks efficiently. Collect data directly in the field and show the information on dashboards, reports and interactives maps on a web platform. Some features include herd and water management, food supplementation and herd health.


Based on the insights, these are some UI decisions I took:


Minimal text

Only essential text to guide users, accommodating those with low literacy or reading difficulties.

Large touch targets

Oversized buttons to workers fingers size.

Strategic color coding

To communicate data collection status, problem alerts and completed tasks.

Icon-driven design

Replace text where possible, aiding users who struggle with reading comprehension.

One-step simplicity (Hick's Law)

Single-question-per-screen flow to reduce cognitive load.

Solution


An Android app that helps manage daily farm tasks efficiently. Collect data directly in the field and show the information on dashboards, reports and interactives maps on a web platform. Some features include herd and water management, food supplementation and herd health.


Based on the insights, these are some UI decisions I took:


Minimal text

Only essential text to guide users, accommodating those with low literacy or reading difficulties.

Large touch targets

Oversized buttons to workers fingers size.

Strategic color coding

To communicate data collection status, problem alerts and completed tasks.

Icon-driven design

Replace text where possible, aiding users who struggle with reading comprehension.

One-step simplicity (Hick's Law)

Single-question-per-screen flow to reduce cognitive load.

Improvements implemented in the data collect feature after I took ownership:

  • More intuitive icon representing the assessment question.

  • Visually optimized answer options.

  • Strategic use of color-coding.

  • Symbolic icons.

Improvements implemented in the data collect feature after I took ownership:

  • More intuitive icon representing the assessment question.

  • Visually optimized answer options.

  • Strategic use of color-coding.

  • Symbolic icons.

Improvements implemented in the data collect feature after I took ownership:

  • More intuitive icon representing the assessment question.

  • Visually optimized answer options.

  • Strategic use of color-coding.

  • Symbolic icons.

Strategy

Designing with Ecosystem Thinking

Prodap Views Master feeds data into LORE, Prodap’s virtual assistant for farm managers. This integration not only enhanced the value of both tools for farmers, but also supported Prodap’s broader business goal: increasing adoption of its full suite of digital products.

Strategy

Designing with Ecosystem Thinking

Prodap Views Master feeds data into LORE, Prodap’s virtual assistant for farm managers. This integration not only enhanced the value of both tools for farmers, but also supported Prodap’s broader business goal: increasing adoption of its full suite of digital products.

Strategy

Designing with Ecosystem Thinking

Prodap Views Master feeds data into LORE, Prodap’s virtual assistant for farm managers. This integration not only enhanced the value of both tools for farmers, but also supported Prodap’s broader business goal: increasing adoption of its full suite of digital products.

Lessons Learned


  • One of the most unexpected challenges was behavioral: some farm workers were afraid of being reprimanded for reporting issues like missing animals or pasture damage, which led to false data entries. I learned that building trust and creating a safe environment for honest reporting is just as important as designing intuitive interfaces.

  • We adapted the interface and messaging to focus on support and improvement rather than blame, helping shift the perception from “surveillance” to “decision support.”

  • Designing for agricultural environments requires deep empathy.

Lessons Learned

  • One of the most unexpected challenges was behavioral: some farm workers were afraid of being reprimanded for reporting issues like missing animals or pasture damage, which led to false data entries. I learned that building trust and creating a safe environment for honest reporting is just as important as designing intuitive interfaces.

  • We adapted the interface and messaging to focus on support and improvement rather than blame, helping shift the perception from “surveillance” to “decision support.”

  • Designing for agricultural environments requires deep empathy.

Lessons Learned


  • One of the most unexpected challenges was behavioral: some farm workers were afraid of being reprimanded for reporting issues like missing animals or pasture damage, which led to false data entries. I learned that building trust and creating a safe environment for honest reporting is just as important as designing intuitive interfaces.

  • We adapted the interface and messaging to focus on support and improvement rather than blame, helping shift the perception from “surveillance” to “decision support.”

  • Designing for agricultural environments requires deep empathy.

Results

Recognizing the strategic value of Brazil's thriving cattle industry, global enterprise Royal DSM acquired PRODAP in 2022 to strengthen its agricultural technology portfolio.

Following the acquisition, PRODAP Views Master was rebranded as FarmTell Views. The platform's current impact demonstrates remarkable market penetration:

  • 1.45 million hectares of pastureland digitally mapped

  • 190+ enterprise clients served

  • 478 farms actively using the solution

  • Nearly 1 million head of cattle under management

After establishing market dominance in Brazil, dsm-firmenich is now extending its agricultural technology solutions across Latin America, with initial launches in Mexico and Uruguay in 2025.

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Contact

lucisprados@gmail.com

+46 73 860 5149

Connect on Linkedin

Back to top

Contact

lucisprados@gmail.com

+46 73 860 5149

Connect on Linkedin

Back to top

Contact

lucisprados@gmail.com

+46 73 860 5149

Connect on Linkedin

Back to top