Industry: Equestrian events & racing
Use case: Horse identity verification and event management
What we built: Mobile app for owners • Event management platform • AI veterinary assistant (AVVA) • Biometric enrollment system • Offline-capable verification
Executive Summary
When the equestrian industry approached us with a century-old problem—verifying horse identities at events—we saw an opportunity to craft an intelligent product that would transform an entire industry. EQUiD is more than a facial recognition system; it's a comprehensive product ecosystem that reimagines how horse events operate, turning hours of paperwork into seconds of seamless verification.
The Product Vision
Understanding the Real Problem
Our product discovery revealed that horse event management wasn't just about identification—it was about trust, efficiency, and peace of mind. Event organizers were drowning in paperwork, horse owners were frustrated with lengthy check-ins, and the entire industry was vulnerable to identity fraud that could compromise both safety and competition integrity.
The Opportunity
We identified a unique product opportunity: create the first AI-powered platform that could:
- Transform event check-in from a 30-minute ordeal to a 30-second delight
- Build trust through guaranteed identity verification
- Create a digital ecosystem that connects owners, organizers, and veterinarians
- Scale from local shows to international competitions
Our Product Development Approach
Design Principles
We approached EQUiD with our core philosophy: great products are crafted, not prompted. This meant:
- Human-Centered Design: We spent weeks at horse events, understanding the chaos of check-in, the anxiety of owners, and the pressure on organizers
- Simplicity First: Complex AI technology hidden behind an interface so simple that anyone can use it
- Real-World Resilience: Built for muddy fields, poor connectivity, and stressed users
- Ecosystem Thinking: Not just an app, but a complete product suite that serves every stakeholder
The Product Suite We Built
For Horse Owners: The Mobile Experience
We crafted an app that feels like a trusted companion. Enrollment takes just two videos—simpler than posting on social media. The result? Digital profiles that travel with horses everywhere, eliminating paperwork forever.
For Event Organizers: The Management Platform
We transformed event management from chaos to calm. Pre-event document verification, instant check-ins, and real-time communication tools. What once required a team of people shuffling papers now happens automatically.
The Intelligence Layer: AVVA
We didn't just solve identification; we created AVVA, an AI veterinary assistant that provides 24/7 guidance. It's like having a vet in your pocket, turning the app from a utility into a daily companion.
Product Development Journey
Discovery & Research
We embedded ourselves in the equestrian world, attending events, interviewing hundreds of stakeholders, and experiencing the pain points firsthand. This deep immersion revealed that the problem wasn't just technical—it was emotional. People needed to trust the system with their most valuable companions.
Iterative Design
Through rapid prototyping and continuous user testing, we refined the product:
- Initial designs were too complex; we simplified until a child could use it
- Early versions required perfect lighting; we rebuilt to work in any condition
- Users wanted more than ID verification; we expanded into health management
Launch & Scale
We didn't just launch a product; we transformed an industry standard. Starting with pilot events, we proved the concept, refined based on feedback, and scaled to thousands of users across multiple states.
The Product Experience
A Day in the Life with EQUiD
Morning at Home
Sarah opens EQUiD to check her horse's profile. Two weeks ago, enrollment took just 60 seconds—two videos, and her horse was in the system. Today, she uploads the latest health certificate with three taps.
Arriving at the Event
No more anxiety at check-in. Sarah shows a QR code, the staff scans her horse, and in 30 seconds she's heading to her stall. The hours she used to spend in check-in lines? Now spent preparing for competition.
Event Management Transformed
Meanwhile, the event organizer reviews all health documents from her couch the night before. The system automatically flags any issues. On event day, her team processes hundreds of horses in the time it used to take for dozens.
Impact & Results
The Numbers That Matter
We measure success not in technical metrics, but in human impact:
- 30 seconds: Average check-in time (down from 30+ minutes)
- Zero: Identity fraud incidents since launch
- 90%: Reduction in event staff needed for check-in
- 100%: User satisfaction rate at pilot events
- Thousands: Of hours returned to horse owners and event staff
Transforming an Industry
"The EQUiD check-in process was easy and simple at the Rocky Mountain Horse Expo. It's about time the industry came up with a solution like this!"
— Chad, Rocky Mountain Horse Exhibitor
The real victory isn't the technology—it's seeing event organizers actually enjoy their events again, watching horse owners arrive relaxed instead of stressed, and knowing that every horse is exactly who they claim to be.
Why This Product Matters
The Craft Behind the Technology
At TUUL.AI, we believe that great AI products aren't about the algorithms—they're about understanding human needs and crafting experiences that feel magical. EQUiD exemplifies this philosophy:
- Invisible Complexity: We built sophisticated facial recognition that users never have to think about
- Emotional Design: We designed for trust, not just functionality
- Industry Integration: We didn't disrupt; we enhanced existing workflows
- Scalable Impact: From local shows to international competitions, the product grows with its users
Product-Market Fit
The equestrian industry wasn't asking for AI—they were asking for dignity, efficiency, and trust. We delivered all three through intelligent product design:
- 7+ Million Horses in the US alone represent individual profiles and stories
- 15,000+ Annual Events each become smoother, safer experiences
- $122 Billion Industry gains a foundation for digital transformation
The TUUL.AI Difference
Our Product Development Philosophy
This project showcases our approach to AI product development:
- Deep Domain Immersion: We don't just build; we understand
- Human-Centered AI: Technology serves people, not the other way around
- Iterative Excellence: Launch, learn, improve, repeat
- Ecosystem Thinking: Products that connect and enhance entire industries
What We Learned
Building EQUiD reinforced our core belief: the best AI products are the ones users forget are powered by AI. They just work, beautifully and reliably, making life better without fanfare.
Looking Forward
EQUiD is now scaling across the United States, with plans for international expansion. But more importantly, it's setting a new standard for what AI products can be—not just smart, but thoughtful; not just powerful, but purposeful.
Partner With Us
If you're looking to transform your industry with intelligent products that people love to use, let's talk. We bring the same dedication to understanding, crafting, and perfecting that made EQUiD a success.
Contact TUUL: hello@tuul.ai
EQUiD was developed in partnership with DATAG, Inc., combining TUUL.AI's product development expertise with deep industry knowledge to create a transformative solution for the equestrian world.