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We had named Lilu from a mish-mash of lulilo (cradle in esperanto) and lilly, since our soft robot massage prototype looked like a flower to some. 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Headlines like MORE MILK, LESS STRESS aimed to draw in the user to want to learn more. We had heard numerous times in interviews, that one of the leading reasons for moms to quit pumping was their fear of not producing enough milk. Quotes from moms like 'you are the sole provider of food,’ really emphasized to us the pressure moms felt. We wanted to provide a soothing solution - not only because of how practical breast massage is in increasing milk - but also because of the calming properties of massage that help to release oxitocyn. Lilu faced the challenge of being a category maker: Auto-massage pumping bra. There was nothing like that in the market, and the category of lactation massagers hadn’t been created yet. So we continued to lean into the value prop: more milk, every session and hands-free pumping. 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