ProGerar

I led the redesign of ProGerar, Zoetis' artificial insemination management platform for beef and dairy cattle. The product needed to work reliably in remote pastures without connectivity—serving veterinarians and rural producers with varying levels of digital literacy.

Field technicians record insemination data, track fertility cycles, and monitor herd health—often miles from the nearest cell tower. Existing tools either required constant connectivity or forced complex sync workflows. Users ranged from tech-savvy veterinarians to producers who had never used a smartphone app.

Lead Designer — Discovery & Redesign at Verity (2020)

Complete information architecture and interface redesign. Conducted end-to-end user research (interviews, field observation, usability testing), mapped complex workflows, and designed for the toughest usability constraints I've ever encountered.

• Offline-first: Full functionality without network; syncs when connected
• Low digital literacy: Users who struggle with basic smartphone tasks
• Field conditions: Bright sun, dirty hands, rushed context
• Complex workflows: Insemination protocols, heat detection, pregnancy checks

• Offline by design: All critical paths work without network; sync is invisible
• Progressive complexity: Simple flows for basic tasks; advanced features hidden until needed
• Large touch targets: Usable with gloves, under harsh light, in moving vehicles
• Visual confirmation: Every action has clear feedback—critical when errors are costly
• Contextual defaults: Auto-fill based on location, time, and user history

• Field observation: Shadowed technicians during actual insemination procedures
• Contextual interviews: Conversations in barns, not conference rooms
• Journey mapping: Documented full cycle from heat detection to pregnancy confirmation
• Usability testing: Tested prototypes in realistic conditions (low light, time pressure)