pumpspotting.
We partnered with pumpspotting to design a platform that helps breastfeeding moms find and share safe, supportive places to nurse and pump. What began as a mobile app grew into a national movement, earning recognition from Apple, Vogue, and MassChallenge. From a pitch on Apple TV’s Planet of the Apps to a 40-foot RV tour, our collaboration brought connection and visibility to motherhood in powerful, design-led ways.
- UX/UI design
- Mobile development
- Project management
- Quality assurance
Great products don’t happen by chance.
Create the go-to community for breastfeeding moms — a safe, trustworthy, and invaluable platform to help them achieve their breastfeeding goals.
Part map, part community, part cheerleader: a place to find mom-approved spots to nurse and pump, post questions to real people and certified IBCLCs, and track progress toward a personal breastfeeding goal.
pumpspotting was featured on Apple TV’s Planet of the Apps, named by Apple a “Top 5 App for Motherhood,” and awarded the PepsiCo Business Services Prize. Vogue celebrated the app for leading “the new breastfeeding revolution.”
We worked with our design partner, Joana Galvao, to create pumpspotting’s unforgettable logo, which we consider the perfect combination of heart and boob.
Amy and I were fast friends, and our creative partnership on pumpspotting has continued and grown into other avenues over the years. We were cast on Apple TV’s Planet of the Apps and pitched to Gwyneth Paltrow, Gary Vaynerchuk, Jessica Alba and Will.I.Am. After the show, we used the app as a jumping-off point for an on-the-ground movement.
With the help of supporters on Kickstarter, pumpspotting launched a cross-country tour in its 40-foot RV, The Breast Express, designing an in-person experience to extend the work of the app, and integrating them with each other.
pumpspotting competed in the MassChallenge startup competition in 2018, where it was recognized as a Top 26 startup and won the PepsiCo Business Services Prize.
Apple named pumpspotting a “top 5 app for motherhood” and Vogue says it is leading “the new breastfeeding revolution.”
Designing for a deeply personal, underserved need
We set out to build a product that made breastfeeding moms feel seen, supported, and less alone — but that meant designing with empathy at every level. Our challenge was to create a space that felt both practical and emotionally safe: part map, part community, part cheerleader.
From helping moms find places to pump to receiving encouragement and expert advice, every touchpoint needed to reflect trust, care, and inclusivity.
A space where moms feel seen, heard, and supported
pumpspotting isn’t just about logistics — it’s about emotional support. One of our biggest design challenges was creating a digital environment where moms could safely and confidently share questions, worries, and wins with others who understand. We designed a community-first experience that makes it easy to post concerns, tag topics, and get responses from real people — including certified experts like IBCLCs.
While waiting for replies, users receive words of encouragement and affirmations to remind them they’re not alone. From thoughtful visual language to gentle interactions, every screen is designed to reduce stress and reinforce connection — because sometimes, the most powerful thing a parent can hear is “me too.”
Easy to find (and share) safe, welcoming places to pump
At the heart of pumpspotting is a simple but powerful idea: no mom should feel stressed about where to nurse or pump. Our challenge was to design a seamless map-based experience that helps users quickly locate nearby, mom-approved spots — whether they’re in a mall, an airport, or a hidden gem in their neighborhood. Moms can also contribute by adding new locations, uploading photos, tagging amenities (like privacy, outlets, changing tables), and leaving helpful notes for others.
We also introduced a personal tracking dashboard, allowing users to log pump sessions and view their progress over time. By combining discovery, contribution, and reflection, we created a tool that turns a daily need into a moment of shared support and visibility.
