Product & Brand Strategy, 2014
Collaboration with Vidhi Goel under the guidance of aruliden
Featured on Fast Company, PSFK, Experimenta Magazine, Notcot, KlonBlog
“Bud” is a smart pregnancy companion that acts as a support system for pregnant women. The device emerged from the design brief of “Reimagining home monitoring." The project celebrates pregnancy for parent and child—a precious time that deserves care and attention, and a product category not yet addressed in the from a technology standpoint that is user-centric and humanistic.
Brand Identity
Helping pregnant women survive and thrive through their “bumpy 9-month journey,” the Bud device—the name comes from both a budding flower and a trusted companion—cherishes the little one growing inside, while giving the mother the confidence that her pregnancy is on track.
Product Ecosystem: At its core, Bud uses smart printer technology to print daily messages about the stage of the mother’s pregnancy and characteristics of the baby’s development and growth. Bringing existing technology into a new context, the device pairs with the Bud platform, pulling in data from trusted pregnancy resources such as Ina May’s Guide to Childbirth, and the Mayo Clinic’s Guide to a Healthy Pregnancy.
Built-in Smart Tape Measure: Once the device is set up, the mother uses the built-in smart tape measure to wrap around her belly, providing a starting data point for the device. Weekly tape measurements are used to correlate the size of the belly with the stage of pregnancy, insuring that the information provided on the device is perfectly synched with the mother’s and baby’s growth.
Process
Mood boards: To align the brand language and tone with the product itself, we created mood boards. On the left is the form moodboard and on the right is the material moodboard. Overall, we wanted to create a curvy form, a ceramic look, and seamless transition points between the different components of the product.