Project

Microsteed Ration Wizard

Kentucky Equine Research
2012
Year
2012
Type
  • Mobile
  • Web App
Software Used

KER’s MicroSteed Online is a web-based equine nutrition planning tool from Kentucky Equine Research (KER) that integrates decades of nutrition science into an intuitive “ration wizard.” It helps horse owners create custom feeding plans tailored to their horse’s specific needs.

As KER’s Global IT Head, I led the product’s design from concept through launch, turning complex equine nutrition science into a user-friendly experience across desktop and mobile. I translated high-level business goals (user onboarding, partner customizations, marketing integration) into concrete UX solutions and oversaw interface development with external developers. The tool guides users through a step-by-step wizard to collect key horse data—age, weight, breed, activity, diet—and then provides a tailored feed recommendation drawn from KER’s research and partner products. I prioritized simplicity and accessibility: the interface works seamlessly on any device and uses clear visuals to show how each diet meets nutritional requirements. We also made the platform adaptable for international feed companies through white-labeled versions with custom branding. It additionally offers follow-up support—users can connect with a KER nutritionist or print their feeding plan for reference.

Results: MicroSteed Online has been adopted worldwide by horse owners, feed consultants, and feed manufacturers. It was a runner-up for the AFIA AgGateway IT Innovation Award and is frequently cited in equine industry publications.

Case Studies

Revitalizing Kentucky Equine Research’s Digital Customer Experience
The case study details how Kentucky Equine Research (KER) transformed its digital customer experience by replatforming its e-commerce site and introducing the MicroSteed™ Ration Wizard, resulting in a seamless, user-friendly ecosystem that boosted customer engagement and sales.

Awards & Recognition

2013
American Feed Industry Association Awards

Features

Web-based Feed Wizard Unites Manufacturer and Consumer
on
Feed&Grain
by
Steven Kilger
Saracen Microsteed™
on
Saracen Feeds website
by
Saracen Feeds

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