How do you make intimacy accessible to all?
Elvie had already changed the conversation around women's health with a premium wearable breast pump. The next question was bigger: how do you scale that innovation for the mass market without losing what makes it beautiful?
Working closely with the Elvie team, we developed the Curve, a lower cost, high volume wearable designed for the US market, driven by natural suction and shaped around real mothers' lives.
First, we set out to uncover the real-world problems faced by new mums during the daunting early days of parenthood. We met mums across all ends of the spectrum: some produced a lot of milk and felt much was going to waste, others produced very little and needed a solution to save every drop. Their challenges became our focus as we began working with Elvie on this exciting new project.
Equipped with consumer insights, we led creative sessions to explore every viable route for design. These workshops brought together both technical experts and empathic designers whose approach was more experiential. Next, we moved forward with prototyping, testing and refining to craft a product that was both beautiful and affordable.
After months of close collaboration, we arrived at a low-cost equivalent of the world-first technology. The result was Elvie Curve - a wearable, silicone breast-pump that enables gentle milk expression with ease. Activated through natural suction, the Curve allows nursing mums to capture up to 5oz of milk through a single, light press.
Curve was a testament to a year-long collaboration between ourselves and the Elvie team. Because true innovation doesn’t come from tick-box design. It’s achieved through a shared ambition to improve the lives of consumers. It’s a journey that our team and our clients embark on together with a goal of finding the best solution possible.
From gathering insights and ideation to the countless hours of CAD production, both teams showed an unwavering commitment to maximising user-experience. In turn, Elvie exceeded their investor targets, excited the US market and garnered industry recognition on a global stage in the form of 4 prestigious design awards. Today, we can proudly say that we played a leading role in developing Curve - a product that will transform the lives of new mothers across the world.
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