HerdRight

A catalog for a domain with its own language. Semen and embryos are different objects that had to browse as one.

HerdRight is a marketplace for cattle genetics. Sellers publish listings with breed, association numbers, price, and up to eight photos or clips. Buyers have to compare animals that are not commodities. I worked the browse, the listing form, and the account flows.

Problem

Generic shop templates assume a SKU. Here the buyer is comparing bloodlines. Two tables, sires and embryos, had to feel like one marketplace or the navigation would teach the wrong mental model. Sellers also had to get media on the listing without a training session.

Process

I collapsed the two record types into one product card and kept the category as a fact on the card, not as two websites. The sell flow is a single form: identity of the animal, price, description, media that can be reordered. Account, cart, messages, and reviews sit on the same header so a seller and a buyer are modes, not separate products.

Solution

• One browse grid. Category is a tag. The card leads with the animal and the price.
• Listing form with a clear media stack, reorder, and removal, capped so the page does not become a dump of files.
• Protected areas for sell, profile, messages, cart, and reviews, with the public catalog open.

Results

• 30K+ Buyers and sellers
• 8 Media slots, on purpose
• 2 Record types, one browse model
• Dec 2025 Acquired

Justin Moran · UI/UX Designer · Chicago, IL · LinkedIn · Resume (PDF)