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 are launching the latest breast pump with great efficiency and comfort.
Working with a cross-functional team and our external partners, I helped with customer journey, packaging, a 360 campaign, e-commerce touchpoints, and experience measurement. The works are also packaged into a toolkit to assist implementation across global markets.
With this product, we continue encourage partners, family members and a wider support network to step in, freeing up time for mom to prioritize her own needs.
Working with a cross-functional team and our external partners, I helped with customer journey, packaging, a 360 campaign, e-commerce touchpoints, and experience measurement. The works are also packaged into a toolkit to assist implementation across global markets.
With this product, we continue encourage partners, family members and a wider support network to step in, freeing up time for mom to prioritize her 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 the extra powerful motor unit, silicone materials for the most comfortable skin-contact, and the transparency for assurance in mind.
02
Packaging
Working with our trusted partner Point 6 UK, we develped a packaging system that adaptive to a global market. In addition to a well-thoughtout messaging hierarchy, we created technical icons and collaborated with production house Lukkien for a photo shoot specifically for packaging. Moms will also find a nipple sizing card attached to the pump packs and measure their sizes correctly for the ultimate comfort.
03
Photography and videography
Soft, emotional, honest. The photo and video direction follows the our brand’s principle and keeps this product’s primal benefits. We worked with Wenneker to realize this vision through product images, campaign key visuals, educational videos and product advertising.
We developed a 360 campaign with a nod to our brand promise “Share the Care”.
Here’s one of the videos and visuals produced for e-commerce platforms like amazon/bol.com.
Here’s one of the videos and visuals produced for e-commerce platforms like amazon/bol.com.
04
Nipple Sizing Journey
Since the pump comes in different sizes, helping moms find the right fit for their nipples is essential for a truly comfortable experience.
Including a nipple-sizing card in the packaging was helpful but not enough. Moms feel more confident and supported by knowing their size before buying.
Including a nipple-sizing card in the packaging was helpful but not enough. Moms feel more confident and supported by knowing their size before buying.
After identifying this need, we mapped out a micro-journey focused on size measurement. We prototyped several solutions, conducted rounds of user testing, and collaborated with our digital development team to design an online sizing tool that supports moms early in their journey.
It’s been rewarding to see the product receiving high reviews across platforms. We set up the matrix to measure both the sizing experience and the overall CX for this product.
It’s been rewarding to see the product receiving high reviews across platforms. We set up the matrix to measure both the sizing experience and the overall CX for this product.
05
CGI - Efficiency pumping
Currently in development - releasing soon.
