Challenge The Silver Fern Farms Co-operative is committed to growing mutual value and a sustainable future for a better planet, people, and prosperity by inviting farmers to become shareholders but the distributions of dividends and rewards involves complex formula making it difficult to to answer the simple question: how much better off would I be as a shareholder? Response Along with a full design refresh to showcase the newly defined strategic pillars (planet, people, and prosperity), we spotted the opportunity to reimagine the table of complex hypothetical scenarios in the prospectus brochure as a deceptively simple interactive calculator on the new website. By creating an interactive calculator using the distribution formula and criteria, we’re helping farmers explore their expected and potential returns so they can see just how much better off they can be by joining the Co-operative. The simple, clear UI design is non-threatening and inviting for farmers to enter how many shares and livestock they have, and immediately see their potential total annual returns based on the previous year’s share price with all the logic and calculations done behind the scenes.