About MeExtras
Optimizing Poultry Health Management with Digital Innovation

Pif Paf Alimentos is one of the largest food processing companies, headquartered in Belo Horizonte, Brazil. They operate in the poultry and pork vertical production chains.With SAP Build Apps, technicians responsible for the well-being of chickens can now seamlessly record and track health and care data for thousands of birds throughout their lifecycle - all in one centralized platform.

Context

My Role: Lead UX Designer

Tasks: Synthesize research findings, lead the ideation process, deliver design proposal

Timeframe: Jan 2022 - April 2022

Tools: Figma, Mural, Illustrator

Before

Farm operations relied on manual, paper-based record-keeping, requiring technicians to handle numerous printed forms and later transfer data into the system manually. This process not only led to incomplete records and limited analytical capabilities but also delayed issue detection, such as chicken illnesses, due to a reactive working model. Additionally, administrative tasks and stakeholder communication were time-consuming, diverting workers from their primary responsibilities and reducing overall efficiency.

Essential Documents
Technical Recommendation Form
This form is used for giving proper guidance to farmers on environmental conditions and poultry health
  • New form filled by technicians on every visitation
  • In-person signing and agreement
Chicken Control Form
This document is used for tracking poultry performance and mortality, ensuring chicken lifecycle health control.
  • Data updated by farmer every day, and shared with technician through WhatsApp
  • Physical form retrieved by technician when poultry is fully grown
Key Stages of Poultry Growth
As-Is Storyboard
Pain points: Ted manually record the data on his phone or his notepad, then transfer them to the SAP system when his back to the office.
Pain points: There's usually a significant delay for analytical data to arrive for Susy.
Pain points: Ted relies on the farmers to understand chicken health through WhatsApp. Sometimes he misses critical data and needs to manually remind farmers of sending him the information
Information flow Among Stakeholders
Inspirations

Our team also looked into similar livestock management Apps to look for inspirations and better understand the opportunities of this App we’re creating for Pif Paf.

Action based summaries
Timeline of activities performed
Allows generating on an excel file with organized recorded data and corresponding graphs
Opportunities
A mobile app for technicians to update data easily on-the-go.
Single source of truth for all warehouse and farm information.
Data visibility into warehouse-level for stakeholders.
An accessible channel for communication between stakeholders.
Increased data quality and granularity.
Ideation Workshop
Design Principles
HMW Statements
Brainstorming
Prioritization

We prioritized the ideas from the brainstorm session based on Impact and Effort. The 4th quadrant of the matrix contains ideas that have higher impact and require lower efforts. They can be summarized to:

  • Allow technicians to operate without internet, offering clear indication of data syncing;
  • Grab geographic information of the technician's, making the data accessible by supervisors.
  • Regular notification for technicians to input data (Mortality rate, Chicken Weight), improving data granularity and quality.
  • WhatsApp notification for farmers to share data with technicians.  
  • Summary view of actions and data input.
Design and Iteration
To-be Storyboarding
Sketches
Wireframes
Mid to Hi-fi Prototypes
WIP
This part is currently in progress—stay tuned for the full case study as I’m putting the final touches on the website!