Client: Emulait

Industry: Health Care

Type of project: App redesign

Design Challenge: The design challenge for the Emulait project revolved around crafting an intuitive and user-friendly mobile app and website that guided mothers through a proprietary breast scanning process to customize baby bottles based on their nipple shape. To address this challenge, our team focused on effectively educating users about the scanning technology while fostering a comforting and secure atmosphere, ensuring the overall experience met the specific needs and concerns of the target audience.
“… breast scanning process …” Designing the interface for Emulait’s proprietary scanning technology presented an interesting design challenge, as it involved simplifying a complex process in a flow that felt safe and secure. Recognizing the sensitivity of our users, we prioritized building a sense of trust within the app, knowing that without this crucial element, conversation and sales would be limited.

Our game plan

Our design process kicked off with a comprehensive discovery phase, immersing ourselves in understanding our users, conducting stakeholder interviews, and delving into the technical features of the app as they were being developed. We began by creating an information architecture for a new website and its companion app, ensuring user flows connected the two, and ultimately handed over wireframes to the visual design team so they could bring the designs to life.

Navigating the design of the app while the scanning feature was under construction presented an exciting challenge for our team. We embraced the need for adaptability, getting weekly updates on the process and interface requirement changes. This tight integration enabled us to seamlessly integrate the scanning feature within the app experience even as the tech was being fine tuned.

Design strategy

Our design engagement began with reimagining app designs created by a medical device design partner whose strength was hardware, not software. We built the client’s confidence in the design team by adding experience design expertise to creative and brand designers already on the project.

We designed an app with a seamless and consistent design experience that blended advertising, website, and app engagement. This holistic approach enabled us to create a cohesive, visually appealing, and user-friendly experience for our target audience.

Unfortunately, there is no shortage of instances where clients get design work done that isn’t what they want and it’s disconnected from what their users actually need. We love the challenge of stepping in to fix problems and deliver results everybody is happy with.

What we did



We also faced constraints—namely, we could only do one round of research before launching the new design as we had to get the new site launched before open enrollment.


Stakeholder interviews
Design review

We faced several challenges with the existing sites:

  1. BSC didn’t have a clear picture of how the various sites interacted with one another.
  2. In some cases, existing sites had not been updated or reviewed in several months.
  3. Each site had its own set of stakeholders with its own set of campaign needs.


Information architecture
User flows


Information architecture

Fortunately, the team worked collaboratively, with the agency team providing the high-fidelity visual designs to sync with the campaign work and allowing us to focus on the IA, flow, wireframes, and research.

Deliverable summary

We met with stakeholders and engineers to understand the underlying technology, and align with creative and business strategies and understand the project’s requirements and goals. This foundational step guided our approach to designing an effective user experience that addresses the specific needs of mothers and caregivers seeking to avoid baby bottle-breast confusion.
In the design phase, we crafted a cohesive information architecture, user flows addressing awareness, e-commerce, and caregiver app usage scenarios, and wireframes for the website and app, ensuring a seamless and intuitive experience for mothers and caregivers as they navigate the baby bottle customization process and manage their baby’s feeding and growth.

How we worked together

Our team quickly gained the trust of the client by thoroughly assessing the design work completed to date and fortifying it through a collaborative and transparent approach. By maintaining open lines of communication and working hand-in-hand with the client, their engineering team, and the creative brand team, we ensured that all teams remained aligned and focused on delivering a successful user experience. This trust-building process was instrumental in the success of the Emulait project and kept the teams happy.

In a nutshell

When we first joined the Emulait project, we inherited design work that the client was not satisfied with. Through a collaborative and transparent approach, we gained the client’s trust and worked closely with their team to create a solid design that not only met their expectations but also effectively integrated the new technology. Our final solution supported critical use cases associated with launching a new product, resulting in a seamless user experience that catered to the unique needs of mothers and caregivers, ultimately leaving the client delighted and well-prepared for a successful launch.

We not only loved empowering the client with the tactical design solutions to make their work have the impact they wanted, but we also really enjoyed giving them the platform to serve the unique differences in their audiences with a single dynamic site that adapts content to keep the experience feeling tailored and relevant. We also gave the agency design team firsthand knowledge of designing for aging audiences which they could apply to subsequent projects.  

What we created

One-on-one interviews with key project stakeholders to understand the story behind the requirements and dive deeper into the data.

Stakeholder interviews

Evaluation of existing design work, pinpointing areas for improvement, and proposing refinements for an improved user experience.

Design review

A structure for the new design that ensures every piece of content and functionality has a logical home that can scale as needs grow.

Information architecture

A research method to test the design’s performance with actual users who give verbal and behavioral feedback. This includes everything from the research plan, recruiting, moderation, and analysis and recommendations to make the design even better for users.

Usability testing

Diagrams including the step-by-step experience users take through the design, articulating key interactions and user goals.

User flows

The user interface blueprints for the design, representing UI elements, their hierarchy, and their behaviors.


Interactive designs that simulate what the finished experience will be like, including user interface interactions, content, and behaviors.


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