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Phew is an on-demand baby food program that makes use of smart tracking to create a customized journey, that helps each baby enrich their taste buds and develop healthily.

Project: Philips AVENT x TU/e

Role: UX/UI, Service Design

Year: 2019-2020

Outcome: Service Architecture, App Mock-Up, Hi-Fi Tracking System Prototype

The challenge was to create a support program for parents, that offers more control with time, which consists of fresh baby food deliveries, based on data collected through seamless tracking.

The first months of a child’s life set the foundation for all the days that follow. This is where Phew comes into play. A clever and healthy weekly baby food delivery plan - tailored to make sure your child develops healthy and has a full tummy! Moving from liquids to solids at the right time. No more search and validation of products, everything is made easy. Help your baby get to eating real food. No need for endless diaries and typing numbers - track habits and preferences seamlessly.

The service consists of multiple parts, that add up to create a seamless experience: weekly deliveries, clever packaging, intuitive tracking, and a companion app.