Fueling Farms Faster
Designing a digital feed marketplace to empower small farmers with affordable, local options.
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FeedFindr™ emerged as a mission-critical solution for small and mid-sized farmers struggling to source livestock feed during a time of supply chain volatility and soaring prices. We built a streamlined, map-based marketplace that connected sellers with surplus feed to buyers in need—simplifying logistics, reducing waste, and strengthening food security at the farm level.
Role:
Product Manager & UX Designer
Team size:
6
Team & Operations Impact:
Conducted user research with 30+ farmers to identify pain points in feed sourcing
Introduced real-time inventory and location-based filtering to reduce buyer effort
Built automated alerts for feed availability within a 50-mile radius
Partnered with feed mills and co-ops to incentivize early adoption
Product Impact:
Facilitated 1,200+ feed transactions in the first quarter
Cut average feed acquisition time by 48% for participating farmers
Increased market visibility for small-scale feed suppliers
Helped reduce surplus waste by redirecting unsold feed
In February of 2021, the FeedFindr™ AgTech Team conducted a series of design sprints to build a reliable, user-friendly livestock feed marketplace for small farmers. The thesis at the time was that existing sourcing methods were inefficient, opaque, and heavily dependent on word-of-mouth or manual networking. We developed a mobile-first feed exchange, inventory management tool, and seller dashboard that allowed farmers to quickly locate nearby feed at fair prices without endless phone calls or wasted trips.
FRAMING THE PROBLEM
The Problem:
Small and independent farmers were often the last to find out about available feed—and the first to suffer when prices spiked or shipments stalled. No centralized, transparent tool existed to match supply and demand quickly in their local area.
How Might We
How might we give small farmers real-time access to affordable, nearby feed without overcomplicating the buying process?
Information Architecture:
After determining core functionality we structured how value will be delivered in a sitemap diagram. This provided a solid foundation to begin prototyping the app.
THE SOLUTION
Making Feed Easier to Find Than Ever Before
We built a location-aware, real-time feed marketplace where farmers could search by type, quantity, distance, and price. Designed for simplicity and speed, the platform offered alerts, saved searches, and a clean visual map to cut through the chaos of feed procurement.
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