on the farm
The Moocall is an innovative IoT product that literally allows the cow to text the farmer when it is about to calve, saving sleep, sanity and animal lives. The Moocall, since 2014, has sold in 40 different countries around the world.
The Moocall team arrived at our door with a proof of principle prototype in a lunchbox that they had tied to the tail of a cow. Our job was to transform this concept into a product that would work, not only for cows and farmers, but the extreme environment it was going to endure.
The design of the Moocall was significantly influenced by the design discovery stage. Rapid learning methods were implemented on site on the farm with our client’s participation, saving us hours of trying to replicate conditions in the studio.
Design considerations included the requirement to fit multiple breed of cow (they all have different tails), high IP rating (for the field and the tail end of the cow),
ruggedized design to survive impact against sheds and fencing, understanding farmers hands and the speed with which this device needs to be put in place.
We have also worked on their second ‘first to world’ product, the Moocall Heat. This device focuses the technology of ‘heat detection’ on the Bull – after all, the Bull knows best!
The Moocall Heat was another experiment in ‘design for extreme environment’, after all a Bull does not want to have anything around his neck. The design team developed the new product to withstand this significantly extreme environment, which was launched last spring to huge market success.
We have been working with Moocall from the beginning, when they walked through our door with a very basic proof of principle. Since then we have collaborated closely on bringing this ‘first to world’ innovation to over 40 countries around the world.
Over the past few years the collaboration with the team in Moocall has been very close and dynamic, just how we like to work with companies. We look forward to breaking more boundaries in the Agri-tech sector in the future.