e rural

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• Client
• e rural

• Role
• Product Design · E-commerce

• Year
• 2019

• Location
• Brazil

1. Product & Problem

Cattle are not bought with a cart. They are bought by looking at the animal, talking to the seller, negotiating the price, arranging delivery. e rural — born as Pastar, with a name built among producers — brokers that sale between rancher and buyer.

The redesign was a translation problem: fit the purchase of a live animal into e-commerce grammar without breaking how the trade works. Digitise too much and you kill the trust; too little and it is a classified ad with a photo.

The cart does not replace the conversation. It lives beside it.

2. My Role & Contribution

Product Design for the e-commerce, in 2019. I worked on the home, the search taxonomy and the listing page — the point where the sale happens or falls apart.

The work was less about inventing and more about listening: the trade already had its words, its units and its rituals. The design had to speak that language, not teach a new one.

3. Key Design Decisions

The taxonomy speaks rancher. Cattle split into beef, dairy and dual purpose — not generic “categories”. Horses, goats, sheep, and even properties, for sale, rent or lease. The filter uses the word a producer would use at the farm gate.

The listing is a real product page. Price per animal, instalments on card or boleto, freight with a delivery window — a live animal treated with the clarity any e-commerce gives a television. Strike-through pricing and a guarantee included.

And negotiation was not amputated. Next to BUY live three ways to talk: WhatsApp, message and proposal. Whoever is ready buys; whoever needs to haggle haggles. Both leave through the same page.

The auction is a calendar, not inventory. An event with a farm, a town, a date and a time, spotlighted on the home — because in cattle the auction is an occasion, and the platform respects the ritual instead of flattening it into a list.

The legacy stayed inside. The old brand was not erased: Pastar became a seller within the new platform. Years of reputation are not thrown away in a rebrand.

4. The Outcome

What can be checked without taking my word for it: the platform is live to this day, at erural.net — auctions, a fixed-price store, even its own payment product. The design has evolved since 2019, as it should. What this case shows is the moment the translation was made.

erural, livestock end to endVisit the site ↗

Selling cattle online was a matter of respecting how cattle were always sold.