🔹 Buyer Interviews
We interviewed 10+ professional dairy farmers across states who previously purchased offline or via brokers. Key insights:
🕵🏻 Observation | ⚛️ Why It Matters |
---|---|
Users don't trust seller uploaded data | They rely on physical cues, not just specs |
Milking and walking videos are key decision makers | Video reveals gait, udder structure, and milk flow |
Listings feel unverified and random | Users need assurance before engaging |
PDF's prefer buying in bulk | App lacked this behavioural alignment |
WhatsApp is their current platform | They're used to human-led video sharing & negotiation |
🧠 Behavioral Patterns
There are multiple steps which enables a user to take an informed decision.
🥛 Users watch morning and evening milking for two consecutive days.
🐮 Look for calving history, age, height, horn, nails, gait and udder to gauge an animal
☎️ Prefer calling a trusted merchant or seller contact
🚚 Rely on reputation and delivery reliability
🐄 Key Needs Identified
Need | Why It Matters |
---|---|
Verified cattle | Eliminates fraud and doubt |
Bulk-friendly pricing | Aligns with real world buying behavior |
Fast decisions | Time sensitive purchases |
Simple interface | Low digital literacy |
Solution


Nudge for next video

Options for video listing

Detail page
Usability testing
🎯 Goals
Can users complete key tasks on their own?
Do they understand verification and cattle info?
Can they find "their type" of animal easily?
👤 Participants
10 dairy farm buyers from Maharashtra and Haryana
Screened for past Animall or broker assisted purchases
📊 Key Results
Task | Success Rate | Notes |
---|---|---|
Understood concept of online Murrah buying | 100% | Clearly communicated on splash & homepage |
Navigated swipe-up reel interface | 85% | Resembled YouTube Shorts & Instagram Reels |
Understood “Pramanit” stamp | 0% | Users didn’t get it — redesigned using a blue stamp + tooltip |
Liked marks better than stars | 100% | Users didn’t relate to stars, understood "10/10" marks immediately |
Able to view full cattle info | 100% | Preferred when everything was in one scroll |
Final Design
✅ Listing Screen
Reels-style interaction
One-click “Book this animal”
Verified stamp, simplified UI, rating via marks
✅ Details Page
All videos grouped at top
Structured, scrollable data with icons and supporting visuals
Calving history, age, height, and milk production shown transparently
Impact and Learnings
Within just 3 months of launching the redesigned flow for verified, video-first listings:
💰 Generated ₹38 lakh in revenue, validating trust-based, video-first listings among interstate buyers.
🚀 Estimated 20–25% uplift in buyer conversions from targeted PDF/MDF segment
🐄 Buyers made faster decisions, with fewer drop-offs post-listing
🧠 100% of tested users trusted video-first listings and marks over previous formats
🔁 Reduced dependency on brokers; More margin retained in-platform
This validated not just the UX direction but also Animall’s ability to digitize high-trust, high-value cattle sales at scale.
🧠 Reflection
This project reminded me that design must mirror behavior, not force patterns. Interstate dairy farmers didn’t need "fancy UX" — they needed clarity, familiarity, and trust.
What I learned:
Language and culture shape trust — visuals must adapt
Verification needs active, in-your-face presence, not passive tags
What we consider “standard UI” (like stars) can confuse non-digital-native users