Consultancy.

Context

The environment.

Porphyrio, an Evonik product, supports sustainable poultry production with software for farmers and their partners. The business unit sits inside a global specialty chemicals group, with users spread across farms, veterinary practices, and internal commercial and R&D teams — each with their own tools, vocabulary, and daily reality.

Industry

Specialty chemicals — animal nutrition (Porphyrio business unit)

Revenue

€14.1bn group sales (2025)

Company size

~31,000 employees, 100+ countries

Challenge

The problem to solve.

Porphyrio wanted to grow beyond its existing farmer audience and open a new revenue stream by serving poultry veterinarians — one of the most trusted partners of the farmer. The team needed to understand a target group they had never designed for, decide what to build first, and align a cross-functional group around a single next step in the design process.

How might we help poultry veterinarians move from reactive intervention to preventive care, so they can protect flock health before problems escalate?

Responsibilities

What I owned.

Led UX research and usability testing with poultry farmers and veterinarians across multiple markets.

Facilitated ideation sessions and a design sprint to move the team from discovery into design and delivery.

Framed the research setup with a research canvas so goals, assumptions and unknowns were explicit upfront.

Translated pains, gains and jobs-to-be-done into a value proposition and a first prototype the team could commit to.