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Bayer

Redesigning How We Detect Udder Infections in Dairy Cows

Bayer aimed to improve its mastitis detection process by reducing Technical Sales Advisors (ATC) involvement, enabling farmers to conduct tests independently. However, the new device designed for farmers needed real world validation to ensure it was intuitive, efficient, and adoptable.

 

Our goal was to test, refine, and develop an adoption strategy for the device based on user insights. Through hands-on testing, we identified usability challenges and provided recommendations to enhance its design and integration into farm operations.

Provided Expertise

Service Design | UX Research| UI Design | Usability Testing | Product Strategy

My Role

Service Designer | Researcher​

Hypercubus for Bayer

Bayer – Project conducted while working at Hypercubus, a consulting firm specializing in service design and business innovation.

Outcome

The project validated Bayer’s existing mastitis detection device, ensuring it aligned with farmers' daily operations while identifying critical areas for improvement. Key results included:

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  • Redesigned the device for better ergonomics and usability.

  • Developed an adoption strategy to maximize market integration.

  • Delivered a detailed report with farm conditions and usability insights.

  • Created user profiles to predict adoption probability and guide implementation.

Design Process

Discovery

  • Conducted field research by visiting 14 farms across Antioquia and Cundinamarca, Colombia.

  • Led focus groups with 12 small-scale dairy farmers to understand their workflows, challenges, and technology adoption barriers.

  • Applied actor mapping, cartography, empathy maps, and guided tours to analyze the real-world conditions of dairy farms.

Ideation & Prototyping 

  • Developed and tested low-resolution prototypes (wizard of oz) to simulate the mastitis detection process and gauge farmer interaction.

  • Iterated on the device’s functionality and ergonomics based on user feedback.

  • Designed a user segmentation strategy to tailor implementation approaches for different types of dairy farms.

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Key Learnings

  • Time management was a crucial factor due to the project’s tight execution window (1.5 months). The most significant takeaway was the importance of structured planning and prioritization, ensuring seamless collaboration between field researchers, technical teams, and end-users.

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  • Prototyping in real conditions is crucial. Seeing firsthand how farmers handled the device literally under a cow revealed small but critical details that impacted its acceptance. For example, if they couldn’t operate the device with just one hand, they simply wouldn’t be able to use it.

All intellectual property rights related to this project are the property of Bayer.

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