Rademaker has been one of the leading innovators in the global food processing equipment industry. For a machine building company, going digital means a true innovation. Innovations are more successful if shared understanding is being created from within the company, and when customer value is being put in the centre of new developments. But where does one start? Rademaker asked Tulipano for help in this process.

The main objective was to gather all past experiences and future ideas from the different stakeholders and blend this into a shared vision on digitalisation. Furthermore, customer values were defined as pillars underneath this vision, leading the way to promising solution directions, pointing out where true value can be created and revenues can start to develop.

From that roadmap, some digital solutions are being developed and Tulipano has contributed to a workflow concept, safeguarding the user experience.

Ovotrack has developed to be the global leader of egg traceability solutions for egg grading centers. Food safety and therefore traceability of eggs becomes growingly more important and in more and more countries customers ask for the Ovotrack solutions.

Ovotrack has started to develop the next generation egg traceability solutions, making use of the latest web technologies, allowing customers to access their data on premises as well as anywhere via mobile devices. To further empower their customers, Ovotrack realised enhancing the user experience of their solutions was essential and therefore asked Tulipano to redesign the workflows.

Due to the complexity of the process and the variety of customer habits, it was surely a challenge that we embraced! Besides redesigning the workflows, Tulipano has been responsible for introducing the user centred design approach to the team, providing them with tools, skills and enthusiasm for this new way of working.

Furthermore, we consult Ovotrack on Product Innovation and Strategy, always on the look out for the best product market fit while safeguarding the overall customer and user experience.

The Moba Group is the world leading manufacturer of egg grading, packing and processing machines, currently developing new software solutions for future machine series moving from a machine oriented approach to an integrated production line oriented one. In this business transition, we have been responsible for identifying the bottlenecks in the current workflow and creating awareness of its complexity among the stakeholders. Working in a multidisciplinary team laid the base for a new workflow that is simplified and more consistent, taking into consideration the different users and their needs. We were also responsible for Service Design and UX Design of iMoba: a new cloud service Moba launched in 2016 (www.imoba.com).

Paul Buisman, Product  Management Director: “With ongoing consolidation in our market, customers migrate from family owned operations to large scale food producers where machine operation and operational management are being split up more and more. This forces us to redesign man-machine interfacing as well as ways to turn data into information. By introducing user-centered design thinking into our organisation, Tulipano paved the way for a new software roadmap.”