AgriWebb is a cloud-based livestock management platform built for cattle and sheep producers. It helps farmers move away from pen-and-paper record keeping by giving them a mobile-first tool that works even in areas with no cell coverage or low signal.

The interactive farm map is the heart of the product. Farm managers use it to draw their paddock boundaries, track livestock movements, and log farm activity directly on a visual representation of their own land. For many, it's the first thing they open and the last thing they check. Tapping a paddock opens the Paddock summary - the livestock and paddock summary at the centre of the map experience.

Mixed-operation producers previously had to manage separate profiles because Mob Management and IAM couldn't run concurrently. The Paddock Dialog project created a single, cross-device interface combining commercial herd management and individual performance tracking into one seamless source of truth.

At AgriWebb, design, product, and development worked in close collaboration – the decisions described here were made together. My role was to lead the design process from brief through to final handoff.

I initiated ideation through internal workshops and feedback loops with product, development, and fellow designers.

To validate early direction, I identified interview candidates from customers who had already flagged feedback on the existing paddock experience in Productboard, and conducted moderated Zoom sessions with a sample of five to ten users per round. Productboard and Datadog usage data were used alongside qualitative feedback to prioritise which problems to solve first.

Launched in early 2024, the redesigned Paddock summary brought together paddock details, grazing performance, livestock data, and farm history into a single, configurable interface – accessible from a single tap on the map. The screen flow below shows the full feature as shipped.