- Capabilities Used
- industrial design
"Whether I had a good pumping day or bad pumping day, my supply is connected to my identity right now."
- Jenny, user in Rowan’s research
One mom described her pump as, "my worst enemy that feeds my greatest love."
“Supporting the key emotional drivers through innovative design and connecting the product to its real purpose—providing love and nourishment for a child—is critical to truly transforming the pump into something moms can love. The new design got the attention of investors and moved Naya forward.”
- Cortney Rowan, Altitude
Uncovering Unmet Consumer Needs
As experienced technologists and strategists, Altitude’s Cortney Rowan and Cindy Weflen are experts in uncovering unmet consumer needs and identifying design opportunities. As working moms, they understood the dreaded experience of pumping. Inspired by this and emerging calls to action seeking a better solution, they set out to discover how to improve the pumping experience. Through qualitative research with new moms, they collected emotionally rich stories and discovered the deep problems with current pumps.
They heard from numerous moms in their research that pumping is possibly the most “public private” experience one encounters in an office – and is typically demoralizing and dehumanizing. The telltale black bag, the time it takes to pump and the accompanying suction sounds, bring discomfort as well as feelings of shame. Moms worry they’ll be viewed as slackers receiving extra breaks and rush the process, making the pumping experience even less productive. To fix these problems, the breast pump would have to become quieter and more efficient. But it would also need a new approach to the design, elevating it to a comfortable product that could truly fit moms’ lifestyle.
At the same time, a Silicon Valley entrepreneur and mother, reached many of the same conclusions through her own research and founded Naya to revolutionize the breast pump industry. After reading Rowan and Weflen’s article, a natural match, a partnership quickly followed. Naya hired Altitude to create a design vision that could tell a story to investors and guide the production development.
How This Is Different
Naya’s Smart Pump incorporates patented HydroComfort Technology™ that delivers comfort, performance and a much quieter pumping session. It also offers smart features for today’s tech savvy Mom. Altitude’s mission was to turn this technology into a lifestyle product that moms would be proud to carry. Altitude’s industrial designers looked to premium designer handbags for inspiration.
This thinking informed every aspect of the design and user experience, from the materials in the strap and lid, to the polished metal hardware securing the base to the removable caddy. Altitude proposed designer fabric options as an opportunity to tailor the design to a woman’s personal style.
A minimal user interface provides the necessary controls for pumping without feeling overly technical. Advanced functions such as pump scheduling and milk supply are accessed through the connected app. Hydraulic tubes connecting the bottles to the pump are easily stored into an integrated compartment. This provided an elegant storage solution rather than the haphazard methods of typical systems.
The system was designed to make hand washing the bottles easier. The bottle caddy can be unlatched from the base for convenient transport to the sink, safely disengaging the bottle assembly from the electronics.
Altitude helped Naya realize a Smart Pump that moms can love. Partnering closely with Naya, Altitude’s human centered design helped the company raise capital to bring a groundbreaking product to market, providing new moms with a truly improved pumping experience.