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.