Useful, Engaging, Easy to use
CritterWorks is the successor to a desktop app first developed in the 90’s, CattleWorks. The new Critterworks is developed to support not only cattle but many species of animals.
”We want to take cattleworks into the modern era and make it easy for every kind of farmer to use.
Saul HernandezOwner
What We Did
Identity System
Logo, colors, materials
The primary market for CritterWorks customers is ladies in their mid 40’s. We needed an identity system that made them feel comfortable without alienating the men of the farm. The color scheme also had to be iconic so we developed Critter Emerald and use it nearly every UI Element. High contrast and High visibility were key to ensuring the each part of the identity system can stand out far away or up close.
Critter Emerald
#4E7042
Trace Green
#63935A
Wool
#D6D6CF
Supporting Imagery/Icons
Iconography that is parallel to the identity standards helps create continuity in the entire identity package. We made sure our icons felt at home within the application and help guide users as they use the app.
Advertisement and Excitement
Herd management software is a must for farmers across every country and we want to make sure CritterWorks makes up the lions share of that market. We developed print and online ads to get potential customers excited and relational material that shows off how the program looks on various devices.
Texture
We wanted to bring the essence of the farm online so that users immediately felt comfortable within the app, brand, and the site. We succeeded in this by using natural wood to accentuate farm fresh photography.
Custom Dev
User Driven
CritterWorks was built with the end user in mind. We interviewed experts in the farming industry to determine what functionality was necessary and get some ideas for some awesome extra features to make it the premier livestock management application.
Cloud Based
Loosely based on the existing software CattleWorks, we built CritterWorks from the ground up to move the dated cattle tracking software from a local desktop app to a cloud app that is accessible anywhere on any device.
SaaSy
We devised and implemented a subscription based Software as a Service (SaaS) model for CritterWorks that allows Monthly, Yearly, or Lifetime purchases.
Expandable
CritterWorks was developed with future functionality in mind so that we can add additional types of animals in the future along with enhancing the already impressive functionality.
Marketing
01. SEO
Looking for more traffic without having to spend a ton of money, organic search was the obvious answer. Understanding that the Critterworks website is scored and ranked by search engines based on the content found and not found on it. We focused our efforts in enhancing SEO for the site in such a way that Critterworks could surpass their organic competition. Their average keyword position was page 5, now their focus keywords show on page 1.
02. SEM
Digital Advertising is also important for Critterworks to maintain competitive positioning. We were able to adjust their advertising strategy (budget and focus), which allowed them to reduce their advertising spend while increasing the Critterworks reach and exposure.
The CritterWorks team needed an advertisement video to help get the word out about their new product.
We put together professional voice-work who’s voice should identify with the primary audience. We wanted the graphics to be minimal outside of the app so the focus is never lost.
