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


Brazilian livestock farming is massive in scale, but when I joined PRODAP, I learned that many farms were still running things with paper notebooks, Excel sheets, and gut instinct.

That approach comes at a cost:

Inefficient farm management

Health records, breeding cycles, and vaccination dates slip through the cracks.

Productivity Leaks

Feed usage isn’t tracked well, making operations less efficient and more expensive.

PRODAP had already responded to this gap by creating Views Master, a digital platform to bring structure and intelligence into livestock management. My role wasn’t to invent it from scratch—it was to take what already existed, listen deeply to the farmers using it, and evolve the product into something even more powerful.

Problem


Brazilian livestock farming is massive in scale, but when I joined PRODAP, I learned that many farms were still running things with paper notebooks, Excel sheets, and gut instinct.

That approach comes at a cost:

Inefficient farm management

Health records, breeding cycles, and vaccination dates slip through the cracks.

Productivity Leaks

Feed usage isn’t tracked well, making operations less efficient and more expensive.

PRODAP had already responded to this gap by creating Views Master, a digital platform to bring structure and intelligence into livestock management. My role wasn’t to invent it from scratch—it was to take what already existed, listen deeply to the farmers using it, and evolve the product into something even more powerful.

Problem


Brazilian livestock farming is massive in scale, but when I joined PRODAP, I learned that many farms were still running things with paper notebooks, Excel sheets, and gut instinct.

That approach comes at a cost:

Inefficient farm management

Health records, breeding cycles, and vaccination dates slip through the cracks.

Productivity Leaks

Feed usage isn’t tracked well, making operations less efficient and more expensive.

PRODAP had already responded to this gap by creating Views Master, a digital platform to bring structure and intelligence into livestock management. My role wasn’t to invent it from scratch—it was to take what already existed, listen deeply to the farmers using it, and evolve the product into something even more powerful.

Responsibilities

When I joined PRODAP’s Digital Products team, Views Master was already live and in the hands of several clients. That meant I wasn’t starting from zero—I was stepping into something real, with real users and real expectations.

My mission was:


Listen First

I immersed myself in the daily routines of farmers, understanding their profiles, pain points, and the tough choices they face in managing huge herds.


Expand the Product

I worked on new features that would make Views Master more than just a reporting tool—it had to become a decision-making partner.


Refine the Experience

Every screen, every flow was an opportunity to reduce friction and give farmers clarity instead of complexity.

Responsibilities

When I joined PRODAP’s Digital Products team, Views Master was already live and in the hands of several clients. That meant I wasn’t starting from zero—I was stepping into something real, with real users and real expectations.

My mission was:


Listen First

I immersed myself in the daily routines of farmers, understanding their profiles, pain points, and the tough choices they face in managing huge herds.


Expand the Product

I worked on new features that would make Views Master more than just a reporting tool—it had to become a decision-making partner.


Refine the Experience

Every screen, every flow was an opportunity to reduce friction and give farmers clarity instead of complexity.

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.

  • I 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.

  • I 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.

  • I 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