Phil Banks





For the last 10 years I’ve been embedded in high performing, consumer product teams as a designer at: 


Peloton WIP
Halter
InMusic
Nura
 Serato




  •   New York, NY            





Spring 2023
Halter  |  2023
Senior UX Designer
iOS

Learn more


Creating environmentally friendly farms by managing the reproductive health of dairy cows using wearables and machine learning





Introduction
By using advanced data modelling & machine learning, Halter's solar-powered smart cow collars and iOS app allows farmers to remotely shift, virtually fence, optimise pasture, and proactively monitor the health of dairy cows. Watch this video to see more on how Halter works.

















Behaioural data
  1. Movement data sent from the collar.
  2. Received by towers installed on the farm.
  3. Interpreted as behavioural data by Machine Learning Models (Moving, Grazing, Resting, Ruminating).
  4. Displayed as behavioural insights to the farmer in the app.







Heat Detection
By observing patterns in behavioral data, Halter is able to identify cows on heat. Traditional methods of heat detection are time consuming during the busiest time of the dairy farming calendar. Knowing each cows optimal heat window gives farmers the best chance of conception.






Opportunity
Release a suite of Mating Season insight tools for Spring 2023. We aligned our roadmap with the farming calendar to ensure we were delivering features at critical time of need.

During the 2022 spring mating season, Halter successfully demonstrated that their models could accurately detect heats in dairy cows. By leveraging this improved data, we identified opportunities to introduce new features that could deliver deeper reproductive insights, such as identifying cycling vs. non-cycling animals, tracking submission rates, and monitoring non-return rates.




Goal: Increase Six-Week In-Calf Rate
Demonstrate the value of Halter by improving the six-week in-calf rate (6WICR) for farmers using our platform and comparing their performance to regional averages. Achieving above-average results would validate the effectiveness of Halter and its potential for higher ROI during the mating season.


Goal: Prove ROI for Farmers
Provide clear, actionable evidence of the return on investment (ROI) for farmers using Halter. By quantifying improvements in mating season performance, we aimed to build trust and showcase the tangible benefits of integrating Halter into their operations.






    My role at Halter

    I led the design and UXR for the Mating product leading up to and throughout the 2023 spring mating season. I worked collaboratively in a fast paced startup environment with:

    • Data scientists to visually communicate insights from machine learning models. 
    • Veterinarians to validate ideas and ensure the well-being of the animals.
    • Product Managers for expert knowledge and to define, scope, and plan the roadmap.
    • Developers to implement the designs.


    Challenges

    • Understanding the complex dairy farming industry well enough to design useful features for it.
    • Understanding the scientific basis for the work. 
    • Showing up to farms as a city boy with brand new gumboots.















    Real-time visibility into mating metrics



    Pre-mating cycling and fertility insights are critical to ensuring a successful mating season. 

    These metrics ensure that every opportunity to optimize herd fertility is captured. Farmers can make informed decisions that improve reproductive outcomes, increase efficiency, and ultimately drive a higher return on investment during the mating season.






















    Easily identify cows on heat



    Farmers can quickly and easily see which cows are on heat through a clear and intuitive interface.

    This streamlined process saves time and effort, allowing farmers to act quickly on heat detection insights. Knowing which cows are currently on heat or reviewing their history enables timely insemination, reducing missed opportunities and improving overall mating season outcomes.





















    Ensure your herd is rested, healthy, and cycling early



    Set your herd up for success by giving them the best chance to get in-calf early. Customize feeding plans based on calving dates or body condition scores, and monitor individual and mob rumination levels to ensure every animal is recovering and thriving.

    This proactive approach minimizes stress on animals, optimizes milk production, and increases the likelihood of achieving higher six-week in-calf rates, leading to improved farm efficiency and profitability.





















    Filter, Sort, and Take Action




    Farmers have the flexibility to filter, sort, and act on their herd’s data, tailoring the insights to align with their specific mating strategies.

    The ability to take immediate action based on real time data saves time and ensures a more strategic approach to herd management.



















    Pete & Ann lifted their 6-week in-calf rate by 13%, a $90,000 profit



    “We have just got our PD results back and have had our best result in 20 years, there were a number of factors that led to this but right at the heart is Halter’s Mating tool, and Pasture Pro”


    See Pete’s story









    Contextual Inquiry
    To design effectively, it’s essential to understand the user in their real-world context. I visited Halter farmers on their farms, immersing myself in their daily routines and challenges. These contextual inquiries provided valuable insights into the farmers’ needs, workflows, and pain points, helping us design features that truly addressed their requirements.


    Remote Usability Testing
    While on-site visits were invaluable, most of our user research was conducted remotely. Through interviews and usability testing sessions, we observed farmers interacting with clickable prototypes, allowing us to gather actionable feedback on the design. This remote approach enabled us to iterate quickly and refine the experience based on real user behavior.











    Finding 1: Planning and Prioritization

    Through our research, we identified which features would have the greatest impact at different stages of the mating season. This insight allowed us to prioritize our backlog and adopt a phased approach.



    MVP




    We realized we could quickly provide value by delivering simple, actionable metrics that addressed immediate farmer needs.
    V2





    Building on the MVP, we introduced graphs to give farmers a clear visual overview of their data, making it easier to interpret trends and patterns.


    V3




    In the next iteration, we added automatically generated insights. These insights further simplified decision-making by highlighting key takeaways and actionable recommendations for farmers.







    Finding 2:  Heat Graph Improvements

    Our research revealed significant opportunities to enhance the heat graph for individual cows, making it more intuitive and actionable for farmers. The following improvements were identified:

    • Clearer Labelling: Adding labels to the X and Y axes to improve clarity and usability.

    • Enhanced Visual Contrast: Making the difference between heat activity and normal activity more pronounced.

    • Heat Event Timeline: Introducing a timeline above the graph to visually summarize heat events.

    • Editable Data: Providing the ability to edit or remove heat activity if the farmer determines.

    • Flexible Zoom Levels: Adding month, week, and day zoom levels to allow farmers to analyze trends.
    Before



    After















    Early Ideation
    I defined interactions and user interfaces through white-boarding and user flows. There were many hours spent sitting around whiteboards with farmers and vets to under which metrics would be most useful and how best to display them.













    Hardware UX

    Hardware UX and software UX are closely related but differ because they involve different mediums and constraints. Here’s some things I’ve learned working with hardware for 10 years:

    • Integration:
      Hardware UX often integrates with software UX, likebeing able to trigger a colored LED on the collar with the smart phone app. Physical and digital must sync for a seamless experience.

    • Physical vs. digital affordances:
      Hardware UX uses physical elements (buttons, knobs, materials) with tangible affordances, like shape or resistance signaling function. Software UX relies on virtual affordances through digital interactions, gestures, and visual cues.

    • Latency and feedback:
      Hardware needs instant, tactile feedback (clicks, vibrations) to confirm actions, while software can use progress bars or animations and handle slightly more latency.

    • Environmental factors:
      Hardware must work in varied real-world conditions, while software operates in controlled digital environments.









      Collaborating with Veterinarians
      We collaborated closely with a board of veterinarians to deeply understand the science underpinning our designs. To gain firsthand insights, I visited rural vet clinics where I observed discussions between farmers and vets about the results from the previous mating season.

      Understanding the science was crucial to ensure that the features we designed were not only user-friendly but also scientifically accurate and aligned with best practices in animal health and reproduction. This foundation helped us build trust with farmers and vets while ensuring the app provided meaningful, actionable insights.