Design Thinking with Mamilla: Developing and Refining an Idea

Welcome back to another article with Mamilla! In this article, we will cover the process of developing and refining an idea in the context of design thinking, including how we have done this for Mamilla. We will then, shed light on how we hope to solve the identified problem.

Now that we have uncovered our insights and defined the problem statement, we enter the first part of the second diamond: Develop. This is a crucial step as it helps diverge our thinking to generate a much wider range of potential solutions and push the boundaries of creativity before narrowing down to the most desirable, feasible and viable options.

A common method for ideation is drafting "How might we...?" questions based on insights drawn from the discovery stage. We found that this approach helps frame our thinking and encourages creativity during ideation. Drawing on user research insights (as discussed in our previous article), we developed several "How might we...?" questions that targeted different aspects of the core issues we identified. Some questions were broad, while others were more specific. For example: "How might we reduce the stress on mothers during the critical stages of early feeding?" or "How might we help mothers achieve an optimal latch?"

We found that the most effective questions focused on desired results whilst remaining open-minded about how those outcomes could be achieved. These questions served as the basis for our brainstorming sessions, where each team member was tasked with generating 15 ideas within a restricted time limit. Addressing these "How Might We" questions sets the stage for ideation and invites the team to explore creative solutions. There are several methods for brainstorming, and it is inherently an iterative process. This approach encouraged a flow of rapid idea generation, preventing us from lingering on potential flaws that could impede the creative process.

This divergent phase is all about exploring possibilities and pushing the boundaries of our thinking. In this stage, no idea was too absurd or unfeasible. It is about broadening the scope of what might be possible.

The second part of this process was refinement. After the unbounded ideation processes, we then evaluated these ideas under more realistic constraints. This phase consisted of various selection processes including rankings, conversations with users and experts as well as discussions amongst ourselves about what we wanted from the project. We first went through a process of individual refinement of our own ideas and then came together to select a single concept. We eventually settled on an idea for a physical device that could help mothers achieve a latch that is optimised for them (see ‘How do we hope to solve the problem?’ for a more in-depth exploration). This design space was selected over ideas involving easy and safe formula preparation, practical breast pumping and breast massaging for pain relief and improved milk flow.

What were our constraints and considerations in the selection processes?

• We made use of traditional decision-making strategies such as ranking based on feasibility, viability and desirability to frame our thinking and narrow our initial idea selection.

• Following this, a driving factor for our final decision-making process was the opinions of experts and assessing the potential impact that each of the proposals could have. We wanted to ensure that we were aiming to tackle a root problem (such as a mother having difficulty in initially obtaining an optimal latch which causes a whole series of knock-on effects) rather than just easing a ‘symptom’ (such as gastrointestinal infection potentially caused by formula prep machines[1]). We want to encourage women in the UK to feed with breastmilk when they can instead of switching to formula when they have not been well supported.

• Conducting a market analysis of existing products was essential in refining our ideas. We examined current solutions such as sleek and unobtrusive breast pumps, breast massagers, support apps, sterilisation and heating devices and formula preparation machines. While we explored how we could improve these existing products, we wanted to add something new to this product space and discarded ideas that felt repetitive.

• It is important to note that this was being developed in the context of a university project where there were constraints on what the outcome had to be. We were bound by the brief of a ‘battery-powered, hand-operated device’. This meant we were forced to discard ideas that involved purely digital, analogue or systemic solutions. This turned out to be a very interesting constraint that really encouraged creativity in ideation and selection, particularly in combination with our more moral considerations. The nature of our solution being a physical electronic product came to be something unique in the space of breastfeeding help and education. Talking to mothers and experts, we realised that something mothers were missing was practical, hands-on experience and understanding - things that an app, for example, simply cannot fully explain or replicate. So, in many ways, this constraint forced us to differentiate ourselves from our competitors. 

What drove our final decision?

The main thing that drove our final decision was a collective aim to encourage breastfeeding rather than formula feeding. While it was fairly easy to come up with ideas of how to make formula feeding easier, safer and more practical (which are valid and important problems as well) we didn’t want to just make it even easier for mothers to switch to formula without at least making an effort to tackle the root problem. Fundamentally, we wanted to encourage breastfeeding, give mothers confidence in their own bodies and improve the general understanding of the topic. Mamilla aims to “Encourage, empower and educate”. It is worth noting that at this point the ‘final decision’ just became an initial direction for a whole phase of development and further thought that we will explore in our next article.

Market Research and Product Opportunity

In our research, we identified a gap in the market: while products such as breast pumps aim to support breastfeeding generally, very few address the specific challenge of latching. Yet, poor latching can lead to further issues, including pain, discomfort, and eventually, a mother’s decision to stop breastfeeding altogether. This is where we believe our product offers something unique: a practice run. Of course, like any product development, this is still an ever-evolving process. We anticipate that as we test our prototype with users, their feedback will inform the final design. While we believe we have made good progress in identifying the core problem and proposing a solution, we know that further iteration will be necessary in order to ensure it meets the real needs of mothers and healthcare professionals. Our product will evolve and change but our mission remains clear: to encourage, empower and educate.

How do we hope to solve the problem?

Our solution aims to build on the practical exercises that lactation consultants already use such as puppets to help mothers build an understanding of how breastfeeding works. The product we are hoping to develop at Mamilla is a more ‘high-tech’ puppet that allows mothers to really try it themselves and receive live feedback. Building on our aim to encourage breastfeeding, our solution is focused on mimicking the baby during the latching process. Through our physical device, we aim to give mothers guidance on their latching technique, addressing one of the most common challenges they face. By providing not only a technical solution but also a tool to encourage, empower and educate our users, we aim to help mothers to trust their bodies and enhance their breastfeeding experience.

What is Mamilla?

Mamilla offers more than just a product, it’s a mission. With Mamilla, we aim to support mothers in their breastfeeding journeys by addressing one of the most significant challenges they face: achieving an optimal latch. We realised that, while there are many resources for breastfeeding support, there is a lack of practical, hands-on tools that actually teach mothers how to latch optimally. Mamilla wants to help mothers with a tool that gives them feedback and practical support, things that a support group or an app does not always fully replicate.We recognise that developing a product like this requires the support and collaboration of many. If you are a 
mother, healthcare provider or breastfeeding expert, we would love to hear your input in order to refine our product and make sure we offer a real solution. Mamilla is still in its early stages, but with the right support, we believe it can make a real difference in the lives of mothers and their babies.

References:

[1] Jones, Sara, et al. “Exploring the Safety of at Home Powdered Formula Preparation.” Food Standards Agency, 26 Sept. 2023, www.food.gov.uk/research/research-projects/exploring-the-safety-of-at-home-powdered-formula-preparation#:~:text=Our%20research%20shows%20that%20when,in%20the%20PIF%20to%20survive.