Digital service for a 100 year old market-leading manufacturer as part of custom-centric transformation programme.

4.4/5

App Store Rating 10 Hours

Time Saved / Month $1.5B

Market Forecast (2035) $29 - $500+

Premium Tiers Top-Tier Competitive Rank 100%

Offline Function

Digital service for a 100 year old market-leading manufacturer as part of custom-centric transformation programme. As a designer and later team co-lead and PM, I took an insight-base research concept to a functioning service ready for going live.

Client: Mustad Hoofcare Group, a century-old leader in the hoofcare industry, embarked on a digital transformation journey to move from a product-centric manufacturer to a service-enabler for farriers.

2018 - 2021 Role: Senior Service Designer, Team Co-lead, Product Manager

As part of this customer-centric transformation programme, I was involved from the early insight-based research phase through to the development and launch of the EQUINET service.

The project involved deep research into the daily lives and business needs of farriers. We identified that while they are experts in their craft, business management (scheduling, invoicing, record-keeping) was a significant pain point.

Research & Insights: Conducted global research to understand farrier workflows and challenges.

Concept Development: Co-created the service concept that would eventually become EQUINET.

Product Management: Led the transition from concept to a functioning digital product, managing the roadmap and stakeholder expectations.

Service Design: Blueprinted the entire service ecosystem, ensuring a seamless experience between the digital app and physical touchpoints.

The EQUINET app is currently performing as a highly specialized, well-regarded tool within the niche farrier and hoof care market. While it may not have the massive download volume of general consumer apps, it is a key player in the digital transformation of the equine industry.

User Satisfaction: It consistently holds high ratings, such as 4.4 out of 5 stars on the Apple App Store, based on reviews from primary markets like Australia and the U.S.

Efficiency Gains: Case studies and user reports indicate that farriers save an average of 10 hours per month on administrative tasks like scheduling and invoicing by using the app.

Development Activity: As of early 2026, Mustad continues to release frequent architectural updates and performance improvements, signaling active investment and a growing user base.

EQUINET operates on a freemium model, balancing free core features with paid premium tiers.

Revenue Streams: The app generates direct revenue through "EQUINET Premium" subscriptions (starting around $29.00/month) and "Premium for Teams" tiers for larger farrier businesses, which can cost over $500/month.

Strategic Value: Beyond direct subscription fees, the app serves as a powerful customer retention tool. By integrating digital shopping lists and inventory management, it funnels farriers directly toward Mustad’s physical hoof care products.

Market Context: The broader horse software market is projected to grow to $1.5 billion by 2035, providing a strong tailwind for the app's financial growth.

EQUINET is widely considered a top-tier competitor in the specialized farrier software space.

Niche Leadership: Unlike general "pet care" or "stable management" apps, EQUINET is one of the few built by a 190-year-old industry giant specifically for farrier workflows.

Key Differentiators: Its ability to function completely offline is a critical competitive advantage for farriers working in low-signal rural areas.

Ecosystem Integration: Seamless integration with major accounting software like Xero and QuickBooks places it ahead of many smaller, standalone competitors.

EQUINET is a mobile app designed by Mustad Hoofcare Group to make every day business management easier for farriers. Key features include:

Horse Profiles: Keep track of all the horses you shoe with detailed history and specific needs.

Contacts: Manage your clients and their details in one centralized location.

Horse Entries: Log shoeing details, photos, and notes for every visit, creating a comprehensive digital record.

Appointments: Schedule and manage your calendar, with automated reminders for clients.

Inventory & Shopping Lists: Keep track of your stock and order directly from Mustad or your preferred supplier.

Invoicing: Generate and send professional invoices on the go, integrated with accounting software.

Teams: Collaborate with other farriers and apprentices, sharing schedules and horse records securely.

The EQUINET project was more than just building an app; it was about digitalizing a 190-year-old craft. By providing farriers with tools that handle the "boring" part of the job—administration—Mustad enables them to focus on what they do best: taking care of horses.

The service ecosystem was designed to be robust, functioning in the most remote stables without internet access, and syncing data once a connection is restored. This "offline-first" approach was a direct result of our deep ethnographic research in the field.

Mustad Hoofcare Group

Livework team

2018 - 2021

EQUINET App Livework Case Study Mustad Group