Wfrah

What it is

A mobile platform for livestock production. Plan, monitor, feed, protect, and care for herds with automated tools, and a clear structure for operations, market, and veterinary services.

What I did

Discovery and stakeholder interviews to surface the barriers to technology among traditional breeders. Ten breeder interviews plus in-context observation, turned into personas, empathy maps, and one problem statement. Codified the design principles: considerate, empowering, trustworthy, efficient, familiar. Built the information architecture and content model across herds, the nutrition calculator, environment guidelines, market, knowledge base, and account. Designed a navigation system with progressive disclosure, unified iconography, and color and type tuned for outdoor and low-light use.

Outcome

A coherent product narrative and structure that lowers the learning curve, builds trust in data-driven decisions, and prepares the app for adoption across the Gulf.