The goal: enhance milk data communication
As part of a new digital strategy to optimize FrieslandCampina’s communication channels, we launched the new melk app (melk is Dutch for milk) to keep farmers proactively informed about the quantity and quality of the milk they deliver.
Since quality is one of the key differentiators in the market for FrieslandCampina, having this accurate and up-to-date insight into milk quality helps farmers manage their business more efficiently. In other words, this digital tool supports the farmers while enabling FrieslandCampina to increase the quality of its products.
The challenge: follow the strategy
The app project was the ﬁrst result of their new digital strategy, the essence of which was: “Reduce the distance, increase the frequency & speed up the digital transformation for the dairy farmers of tomorrow.” This gave us a clear direction to design and develop a new digital channel for the dairy farmers.
The FrieslandCampina cooperative genuinely does listen to its members, and this new app was designed to service a speciﬁc need in the communication between Cooperative Affairs and the farmers: keep things simple and easily accessible. The app was created to focus solely on communicating milk data and to be one of the first new products to service the FrieslandCampina dairy farmers.
Our approach: involve farmers
Having an understanding of the daily routines associated with the production of milk really helped to design a digital tool that ﬁts the context of use. During our research, we discovered that the milk data is used by farmers to monitor the wellbeing of their cows; and adjust the feeding pattern accordingly.
We also learned that there are major variations among farmers in the rate of adoption of computer services. The tool was therefore devised to appeal to all levels of digital maturity. We used interviews, sketch sessions and prototypes to involve farmers at an early stage of the design process and learned how the app could be a relevant tool in their daily lives.
The result: better quality control
A focused scope and a clear set of design principles resulted in an app that is data driven and functional as well as clean, appealing and rich in detail. Since launched, one year ago, the application proactively informs 5.000 farmers when new data are available and makes it easy to access information needed to efficiently run their dairy farms. The app was developed for both iOS and Android and is available for FrieslandCampina farmers in the Netherlands, Belgium and Germany.
This app makes my business more efficient thanks to the push notiﬁcations; I use it all the timeDairy farmer
Mirabeau created an omnichannel strategy to help enable a digital transformation for FrieslandCampina’s Cooperative Affairs communication. The Melk app was one of the ﬁrst projects in this strategy to go live and jump-started the other projects on the digital roadmap. Currently, we are designing and developing a web environment that extends some features of the app and optimizes and integrates the channels even further.
Like to learn more about our work for FrieslandCampina? Drop Marcel Leicher a line.