Overcoming mistrust and scepticism with a customer-centric digital platform.
Client
Halter
Services
UX, UI, brand, product marketing, copywriting
Halter is an agricultural technology platform harnessing the benefits of machine learning and advanced hardware to provide a first-of-its-kind solution to remotely guide and fence dairy and beef cows. The technology allows time and cost savings, advanced labour management, and high-fidelity control over pasture and feed resources for farmers.
Their advanced data model provides unparalleled and actionable alerts for cow health and nutrition, achieving incredible welfare changes for an industry that needs change, while also allowing clear environmental insights into grazing patterns to help minimise excess nitrate excretions near sensitive wetlands.
The challenge
Halter is a ground-breaking system that has to be seen to be believed.
So how do you authentically translate those product benefits and huge value into a rich, digital experience that will convince and convert?
The solution
Farmers buy from farmers, so hero existing customer journeys and successes with Halter to build credibility, trust and future demand.
Farmers first
Who better to sell the benefits of Halter than the early adopters and innovators already using it? We designed the digital experiences around Halter’s existing customers, building a bridge between a complex, context-driven product and the real results it can achieve.
Halter has grown into a complex digital product driven by on-farm contexts such as grazing, pasture growing and mating. Early on, we adopted a paired-back approach to demonstrating the product on marketing collateral. This made sense for two reasons:
Visual hierarchy and simplicity; ensuring farmers could easily extract the intended value from the product screenshots.
Future-proofing; our epic product and design team were rolling out updates to features like there was no tomorrow. So this approach allowed the dotcom to stay current and relevant.
No two dairy farms are exactly alike, especially across a vastly and varied geography like New Zealand. A core part of building credibility in the sales cycle was tailoring and showcasing the returns that farmers across New Zealand could expect from Halter.
