Moxxly Flow
is a hands-free breast pump accessory kit.
THE DESIGN OPPORTUNITY
Women's lives have changed significantly since the 1980s, yet their breast pumps have remained the same. I co-founded Moxxly in 2014 to create a modern breast pump experience.
PROCESS
I interviewed and surveyed hundreds of new moms to map out user journeys, identify insights, uncover design opportunities, and align the team on the user-centered product requirements for our MVP, the Moxxly Flow.
A FEW KEY INSIGHTS
01. PUMPING MAKES ME FEEL LIKE A COW
Of the hundreds of women we spoke with about their pumps, nearly every single one of them told us verbatim, "Pumping makes me feel like a cow." Sad, but not surprising considering Switzerland dairy farms inspired the last breast pump innovation.
Of the hundreds of women we spoke with about their pumps, nearly every single one of them told us verbatim, "Pumping makes me feel like a cow." Sad, but not surprising considering Switzerland dairy farms inspired the last breast pump innovation.
What do people mean when they said they feel like a cow? They mean every two hours they have to stop what they're doing, take off their shirt and bra, and use both hands to hold two mechanical devices to their bare chest while leaning forward so their breastmilk can fall into baby bottles and not dribble down their breast onto their lap. They mean their life, their time, their being is reduced to one thing: milk production.
This insight led to our first design principle in our user-centered product requirements: Design for dignity.
02. PUMPING IS OUT OF PLACE
Good design is all about context. Most women use their pumps at work and on the go, but traditional pumps are designed for hospital and home use. Taking your shirt and bra off to pump may not be a big deal at home, but for most women at work, it's a dealbreaker.
Good design is all about context. Most women use their pumps at work and on the go, but traditional pumps are designed for hospital and home use. Taking your shirt and bra off to pump may not be a big deal at home, but for most women at work, it's a dealbreaker.
This insight led to an important design principle: Design for discretion.
03. NOBODY TOLD ME IT WAS GONNA BE THIS HARD
The women we interviewed had a plug-and-play mental model for breastfeeding but quickly realized that "natural" doesn't always mean easy. In addition to the indiscretion, the inconvenience, and the pain of pumping, the set up before and the clean up after pulls women out of their lives for 20 - 45 minutes every 2 - 3 hours during the day for up to a year. Then after all that work, the women we interviewed frequently complained of how easy it was to knock over bottles, losing "liquid gold" and how hard it was to clean the traditional pump kits.
The women we interviewed had a plug-and-play mental model for breastfeeding but quickly realized that "natural" doesn't always mean easy. In addition to the indiscretion, the inconvenience, and the pain of pumping, the set up before and the clean up after pulls women out of their lives for 20 - 45 minutes every 2 - 3 hours during the day for up to a year. Then after all that work, the women we interviewed frequently complained of how easy it was to knock over bottles, losing "liquid gold" and how hard it was to clean the traditional pump kits.
This insight led to the design principles: Design for ease and confidence.
Flow's user-centered product requirements
Our iterative product development process from 3D prints to the final product
SOLUTION
Through many iterative prototypes and rounds of usability testing, the Moxxly team and I landed on an in-the-bra solution that supports women pumping handsfree, discreetly, wherever they are, at an accessible price.
Moxxly Flow compared to competitor brands
On the left side: How Flow sits in the bra and on the right: How discreet Flow looks in use
IMPACT
· 73% of Flow users reported an increase in their milk supply compared to their previous accessory kit
· 85% preferred the Flow to their previous solution during early user testing
· We sold Moxxly to the biggest breast pump manufacturer and exited in 2019
RECOGNITION FROM OUR USERS
So excited for this sleek and smart alternative to the tired old breast pump. Not having to take your bra off is game-changing. I love how Moxxly is attuned to the entire experience of a mom's journey with breastfeeding - both physical and emotional!
- Kirsten, SF mom
I am thrilled by your new breast pump! Thank you for bringing form, function and beauty together!
- Sara, SF mom
This is awesome! Thanks for helping make life easier for pumping moms.
- Laura, NYC mom
MY CONTRIBUTION
I led the Moxxly Flow from initial concept through launch as the Product Lead, Product Designer, User Research Lead, and Point of Contact for Manufacturing.
COLLABORATORS
In addition to the Moxxly team and countless supporters and mentors, Angie Kim contributed significantly to Industrial Design, Mindtribe supported our Mechanical Engineering efforts, Play Studio designed our packaging graphics, AML was our CM, and Green was our packaging partner. Tawnee Kendall, a real user, is modeling the Flow in the comparison photos above. Hundreds of women throughout the U.S. influenced the design of the Moxxly Flow through their stories and feedback. Thank you.