The project proposal outlined the design process, project team, planning and associated budget. To meet Moba’s ambitious development schedule, a rapid turnaround was required during the initial stages, as the first field test was already planned. At Moba’s request, MODYN developed a focused design plan to support Field Test 1, followed by a roadmap for further concept development and design support throughout the engineering phase.

Our design process consisted of four distinct phases:

• Phase 1: Digging
• Phase 2: Defining
• Phase 3: Designing
• Phase 4: Developing

Within these phases, we worked in a series of focused design sprints to accelerate progress and deliver results efficiently.

Phase 1 – Digging

Sprint 1: Intake & Kick-off

During the first sprint, we immersed ourselves in every aspect of the project through intensive workshops and discussions with Moba’s multidisciplinary team. We gained a thorough understanding of the concept, the users and the technology used within Moba’s production facility in Barneveld. We also met extensively with employees who work directly with the various production lines, ensuring that practical experience informed the design process from the outset.

The project began with a collaborative kick-off session to align the entire team.

Activities

• Preparation of the kick-off workshop
• Refinement of the milestone planning
• Project debriefing

Deliverables

• Kick-off workshop
• Project debrief
• Milestone planning

Phase 2 – Defining

Sprint 2: Ideation

During the Ideation Sprint, we explored multiple design directions through rapid sketching, with the objective of unlocking the full creative potential of the project. In response to Moba’s request to quickly establish a viable concept, we proposed this exploratory phase to ensure that the strongest possible design solution could emerge while remaining fully aligned with Moba’s brand identity.

Activities

• Development of at least two distinct conceptual design directions
• Creation of two three-quarter perspective sketches of the Magna production line for each direction

Deliverables

• Presentation of the design directions, leading to the selection of a single concept for further development

Phase 3 – Designing

Sprint 3: Concept Development

Building on the selected concept direction, the feedback received and the insights gained during the previous sprint, the design team focused on developing an innovative and commercially viable design concept.

Activities

• Development of a refined concept direction
• Creation of four high-quality concept renderings

Deliverables

• Presentation of the final concept
• Concept renderings

The Magna Series is the result of a close collaboration between Moba and MODYN. Together, we translated Moba’s technological innovation into a distinctive product identity that reflects the brand’s ambition and leadership. By combining engineering expertise with thoughtful industrial design, we created a future-ready platform that sets a new standard for egg grading.

Moba continues to push the boundaries of innovation, developing technologies that improve hygiene, efficiency and operational performance within egg production. As the worthy successor to the highly successful Omnia platform, the Magna Series grades eggs more efficiently while providing greater support for machine operators. Combined with Moba’s Handling Solutions program, a complete grading operation can be managed by only a small number of people.

MODYN is proud to be Moba’s trusted design partner, responsible for creating the distinctive look and feel of the new Magna Series.