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Case Studies

CritterWorks – Case Study

By March 26, 2018August 31st, 2018No Comments

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

  • Speaks to both Men and Women
  • Trustworthy
  • Uncomplicated

Web Design

  • Exciting
  • Expose time savings benefits
  • Front page experience for every supported species

Custom Development

  • From At-A-Glance all the way to Deep-Dive UI focus
  • Robust reporting
  • Import from legacy products (integration for competitor import forthcoming.)
  • Smart Events and Animal breeding/weening status


  • Flyers and handouts for cattle shows
  • Targeted remarketing ads
  • Focus on SEM

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.

Critterworks Logo - Color
Critter Emerald


Trace Green




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.


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.

Web Design


Lines of Code




Monthly Users

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.


We devised and implemented a subscription based Software as a Service (SaaS) model for CritterWorks that allows Monthly, Yearly, or Lifetime purchases.


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.


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.

Keywords on page 1 (google)
[rrj_bar_chart title=”” labels=”1-10; 11-20; 21-30; 31-40; 41-50; 51-60; 61-70″ datasets=”%5B%7B%22title%22%3A%22Keyword%20Positioning%22%2C%22tooltips_format%22%3A%22%7Bd%7D%3A%20%7By%7D%22%2C%22values%22%3A%2223%3B%2013%3B%205%3B%209%3B%206%3B%207%3B%206%22%2C%22color%22%3A%22%230085ba%22%2C%22bar_bg%22%3A%22transparent%22%7D%5D”]

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.

Reduction in Cost Per Click
[rrj_line_chart title=”” labels=”Wk -4; Wk -3; Wk -2; Wk -1; Wk 0; Wk 1; Wk 2; Wk3″ datasets=”%5B%7B%22title%22%3A%22Cost%20Per%20Click%20(CPC)%22%2C%22tooltips_format%22%3A%22%7Bd%7D%3A%20%7By%7D%22%2C%22values%22%3A%22.17%3B%20.16%3B%20.16%3B%20.15%3B%20.09%3B%20.05%3B%20.06%3B%20.06%22%2C%22color%22%3A%22%23248c37%22%2C%22point_style%22%3A%22circle%22%2C%22line_type%22%3A%22normal%22%2C%22line_style%22%3A%22solid%22%2C%22fill%22%3A%22transparent%22%2C%22thickness%22%3A%22normal%22%2C%22linetension%22%3A%2210%22%7D%5D”]

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.


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