The client was a major breast pump manufacturer who was well known in the medical industry for excellent technology and reliability. However, other more consumer-facing brands had been much more successful in building a consumer presence through marketing and advanced features. Our client was losing market share and wanted to come out with a new breast pump that surpassed the other brand-forward pumps.

​

The client intended to launch this new, high-visibility pump in China, but they had very little customer research on Chinese user needs. We were hired to help with user research, the development of a Visual Brand Language, and Industrial Design.