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Medela Breast Cup

Role: Concept ideator

Requirement: To brainstorm and creatively develop simplification, user experience enhancement, reliability and cost down solutions.


Create / Design review


Medela (with IDC)


2021 - 2023

medela optimised.png

Insight: Understanding the fundamental function of a product is vital to creating new ideas based on a first principles approach.

Insight: I was brought into the project at the initial stage to help with brainstorming new ideas. My input provided the fundamental product configuration: It is useful to bring other colleagues into brainstorming sessions to help add to concept generation.


Challenge: Generate new and advantageous design directions in a well-established and simple product.

Solution: A simple solution with reduced user steps and cost saving features. Winner of the 2023 Red Dot award.

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