AGDATA
AGDATA
Farm software, reborn for the field.
Phoenix by AGDATA is the software a large slice of Australian agriculture runs on — a modular suite covering the whole rural production system, from financials, budgets and payroll through to livestock, cropping and mapping. It has been trusted by producers since the 1990s.
The brief was a complete revamp of that long-established product: bring it online, modernise the experience, and add new and improved features — without losing the depth that made farmers choose it over generic accounting tools. I worked across the suite on the UX, UI and a unifying design language for Phoenix Online and the Phoenix Live mobile app.
Revamping software a whole industry depends on means changing the engine while it's running.
What does a 30-year product become online?
How do you cover the whole farm — soil to BAS?
How do you work where there's no signal?
Imagine your whole operation — every paddock, mob and dollar — in one system, online or out in the back paddock.
The state of farm software.
Most producers are pushed toward generic accounting tools — Xero, QuickBooks, spreadsheets — that speak the language of an accountant, not a farmer. They don't know what a mob, a paddock or a pack-run is, and they break down when the work moves outside.
Phoenix's advantage is the opposite: it was built for agriculture and covers the entire production system. The revamp's job was to carry that depth into a modern, online experience that still works where the internet doesn't.
What if the whole farm lived in one place?
A product with three decades behind it.
Desktop Phoenix
The ag-specific farm accounting & production suite producers adopt and stay with for decades.
The whole system
Financials, livestock, cropping and mapping grow into one integrated rural platform.
Phoenix Live
The field companion — capture livestock, cropping, mapping and documents offline, anywhere.
Phoenix Online
The complete revamp: one modern web experience, rebuilt and extended. ← this work.
Farm software landscape.
Generic accounting tools sit in the office and stop at the books. Point solutions handle one job — a mapping app, a livestock app — but don't talk to each other.
Phoenix targets the hard middle: agriculture-specific and whole-of-farm, reaching from the financial office all the way out to the paddock.
For producers who want…
+Whole-of-farm
One place for finances and production — not five disconnected tools.
+Less double-entry
Bank feeds and integrated data so the same number isn't typed twice.
+Work anywhere
Capture in the paddock with no signal; sync when it returns.
+Compliance, simplified
BAS, fuel tax credits and livestock records that hold up at audit.
+Their language
Mobs, paddocks, pack-runs — terms a farmer uses, not an accountant.
+Shared access
Let the accountant and bank manager in, without handing over the keys.
The mixed-enterprise producer
Runs cropping plus cattle and sheep across properties in regional Australia, often a family operation with patchy connectivity. Wants up-to-date financials they can share with an accountant, livestock numbers on their phone, and one system that finally speaks farming — replacing the spreadsheet sprawl and the generic accounting tool that never quite fit.
A complete farm-management platform — rebuilt for online, and built for the paddock.
Phoenix Online
The full suite on the web — financials, production, mapping and insight — redesigned around clarity and a consistent component language across every module.
Phoenix Live
The mobile field app — record livestock, cropping, mapping, weather and documents on the go, designed to work fully offline and sync when there's signal.
Everything the farm needs, orbiting one platform.
Phoenix's whole premise is integration — modules that share data instead of fighting it. Select a module to see how it was rebuilt.
The revamp, in detail.
Real surfaces from across Phoenix Online and Phoenix Live. Click any to view full size.
Where the revamp goes next.
Honest next steps for a platform this broad:
Test with real producers
Field sessions on-farm — in utes, sheds and paddocks — to validate the offline flows where they actually happen.
Harden offline sync
The hardest, most valuable problem: dependable capture and conflict-free sync across patchy rural connectivity.
Finish the module set
Carry the same component system through Financials, Budgets, Payroll, Livestock and Cropping for full parity.
Accessibility & density
Audit contrast, target size and keyboard paths across the data-heavy screens that power day-to-day work.