Share the Care
Philips Avent | Product Launch
85% of moms want a hands-free pump that doesn’t compromise on comfort or power.
With Philips Avent, we’re launching a next-generation breast pump that delivers both high efficiency and exceptional comfort.
Working alongside a cross-functional team and our external partners, I contributed to the customer journey design, packaging, 360° campaign, e-commerce touchpoints, and experience measurement. The work was also consolidated into a toolkit to support implementation across global markets.
With this product, we continue to encourage partners, family members, and the wider support network to step in. It’s freeing up time for moms to prioritize their own needs.
With Philips Avent, we’re launching a next-generation breast pump that delivers both high efficiency and exceptional comfort.
Working alongside a cross-functional team and our external partners, I contributed to the customer journey design, packaging, 360° campaign, e-commerce touchpoints, and experience measurement. The work was also consolidated into a toolkit to support implementation across global markets.
With this product, we continue to encourage partners, family members, and the wider support network to step in. It’s freeing up time for moms to prioritize their own needs.
My Role
Experience Design
Art Direction
Graphic Design
Digital Design
Team
Mitchell Shernoff
Kris Frank
Jeannette Weber
Cassia Giancola
Chantal Hazelaar
Josine Brokken
Production
Wenneker
Lukkien
LePub-Publicis
Experience Design
Art Direction
Graphic Design
Digital Design
Team
Mitchell Shernoff
Kris Frank
Jeannette Weber
Cassia Giancola
Chantal Hazelaar
Josine Brokken
Production
Wenneker
Lukkien
LePub-Publicis
01
Product design
Compared to existing breast pumps on the market, our advantage lies in three areas: A more powerful motor unit; Skin-friendly silicone materials for maximum comfort; Transparent design elements for peace of mind
02
Packaging
Together with our trusted partner Point 6 UK, we developed a packaging system tailored for global markets. In addition to a well-considered messaging hierarchy, we created technical icons and partnered with production house Lukkien for a dedicated photo shoot. Each pump pack includes a nipple sizing card to help moms measure correctly and ensure maximum comfort.
03
Photography and videography
Soft, emotional, and honest.
The photo and video direction aligns with our brand principles while emphasizing the core benefits of the product. We collaborated with Wenneker to bring this vision to life. We produced campaign key visuals, educational videos, product advertising, and premium product imagery.
The photo and video direction aligns with our brand principles while emphasizing the core benefits of the product. We collaborated with Wenneker to bring this vision to life. We produced campaign key visuals, educational videos, product advertising, and premium product imagery.
We built a 360° campaign inspired by our brand promise: “Share the Care.”
Here’s one of the videos and visual assets created for e-commerce platforms such as Amazon and bol.com.
Here’s one of the videos and visual assets created for e-commerce platforms such as Amazon and bol.com.
04
Nipple Sizing Journey
Since the pump comes in multiple sizes, helping moms find the right fit is essential for a truly comfortable experience.
Although including a nipple-sizing card in the packaging was helpful, we found that moms feel more confident and supported when they know their size before purchase.
Although including a nipple-sizing card in the packaging was helpful, we found that moms feel more confident and supported when they know their size before purchase.
After identifying this need, we mapped out a dedicated micro-journey focused on size measurement. We prototyped several solutions, conducted rounds of user testing, and worked with our digital development team to create an online sizing tool that supports moms early in their journey.
It’s been rewarding to see the product receive strong reviews across platforms. We also developed a measurement matrix to evaluate both the sizing experience and overall customer experience for this product.
It’s been rewarding to see the product receive strong reviews across platforms. We also developed a measurement matrix to evaluate both the sizing experience and overall customer experience for this product.
05
CGI - Efficiency pumping
Currently in development - releasing soon.
