When the renowned FemTech leader approached Rodd to expand the reach of their acclaimed breast pump, the design firm eagerly embraced the opportunity to create something truly innovative. Elvie, with ambitious investor targets and a goal to penetrate the US market, was poised for the next phase of growth. They presented Rodd with a crucial question: how could they make the Elvie experience accessible to all?
To tackle this challenge head-on, Rodd embarked on a journey to uncover the real-world obstacles faced by new mothers during the overwhelming early days of parenthood. They engaged with mothers from diverse backgrounds, ensuring a comprehensive understanding of their experiences. Some mothers struggled with an overabundance of milk, leading to concerns about wastage, while others grappled with producing insufficient milk and sought to conserve every precious drop. These challenges became the driving force behind Rodd’s collaboration with Elvie.
Equipped with invaluable consumer insights, Rodd facilitated creative sessions that explored every imaginable avenue for design. Technical experts and empathic designers converged in harmonious workshops, blending their technical prowess with experiential perspectives. From there, the collaboration transitioned to prototyping, testing, and refining, with a steadfast commitment to creating a product that seamlessly merged beauty and affordability.
Months of intensive collaboration ensued, resulting in the birth of a cost-effective alternative to Elvie’s groundbreaking technology. Rodd proudly introduced Elvie Curve – a wearable silicone breast pump that enabled gentle milk expression with unparalleled ease. The Curve, activated by natural suction, empowered nursing mothers to effortlessly collect up to 5 ounces of milk with a single, light press.
Curve stood as a testament to the year-long journey embarked upon by Rodd in close partnership with Elvie. True innovation does not arise from mere checkbox design; it thrives on a shared ambition to enhance the lives of consumers. Together, the teams traversed the path from insight gathering and ideation to countless hours of meticulous CAD production. Both teams exhibited unwavering dedication to optimizing user experience. As a result, Elvie surpassed their investor targets, captured the attention of the US market, and garnered global acclaim with four prestigious design awards.
Today, Rodd takes immense pride in their pivotal role in the development of Curve – a product poised to transform the lives of new mothers worldwide. The collaborative journey with Elvie exemplifies the power of collective innovation, fueled by a resolute commitment to delivering the best possible solution. Together, they have revolutionized motherhood, empowering women and reshaping the future of breastfeeding.
