Breast milk has been proven to be the healthiest nutrition for babies and toddlers. In order to bridge longer working periods, many mothers use milk pumps, as they allow them to remain more independent. The Philips Avent Natural Electric Breast Pump was thus developed to respond to this need and is tailor-made to exactly satisfy the demands of both mother and baby. Its design subtly interprets the natural process of breastfeeding. Working with the knowledge that relaxation enhances milk flow, the pump design explicitly focuses on comfort and absolute simplicity in use. Pleasant to the touch and quiet in use, it offers an innovative rhythmic massaging approach for effective pumping of breast milk that feels more natural. The pump features a compact form and a design idiom of feminine appeal with floral motifs that work harmoniously to deliver an effective interaction, reminiscent of a lifestyle product. It is light, made of materials that are pleasing to the touch and simple to use even when on the go. The process of expressing milk is facilitated by a clearly arranged user interface that can be customised to the specific needs of the user. The relaxing experience of comfort and ease of use make Philips Avent lend the milk pump a new image. Expressing breast milk is thus turned into a positive experience and a process that is easy to plan for active mums.