GENTLE™ TRANSITION CUP
The smoother way to go from bottle to cup
Brand: Munchkin
Launch: 2016
“The Gentle Transition Cup was designed to help babies move seamlessly from bottle to cup with comfort and ease.”
Originally launched under the LATCH brand, this 4oz sippy cup was redesigned after declining sales and customer complaints about the spout. The LATCH brand was retired, and the product reintroduced under Munchkin with improvements. It features a leak-proof design, flexible silicone spout that’s gentle on gums, removable anti-slip handles, and a durable BPA-free body with easy-to-read measurement markings. Suitable for babies and toddlers 4 months and up, it coordinates with Munchkin’s full line of toddler feeding essentials.
BRIEF
REVIVE -REDESIGN-REINTRODUCE
This 4oz sippy cup, once part of the retired LATCH brand, will be revived by reusing existing tooling and updating the design to relaunch under the Munchkin brand.
NEW CMF DESIGN
Color of the product is unappealing to many consumers, and thin plastic handle is not comfortable to grip with small hands.
IMPROVE FUNCTION
Silicone Spout easily collapsed when the air is drown out of the bottle, unable to provide flow of liquid when babies are suckle on it. Understand what is causing this issue and improve the feature.
REVIEW COMPETITOR PRODUCTS
DEVELOPMENT
TESTING
QA Engineer team tested the existing product and measured the flow rate, spout collapse issue, and air-intake issue.
IDENTIFYING PROBLEMS
Identified the thin wall thickness, air openings and poor material choice all led to the spout issue.
COLLABORATE WITH ENGINEERS
Collaborated closely with an overseas engineering team and the manufacturer to develop solutions.
COLLABORATE WITH ID INTERNS
Coached and mentored interns in design development process.
DEVELOP SAMPLES AND TESTING FEATURES
Engineer samples were built and tested, reviewed qualities, CMF outcome and new design details.
INSTRUCTION MANUAL
Illustrations were created and collaborated with QA, legal team and a writer to create instruction manuals in multiple languages.
CMF SPECIFICATION
INSTRUCTION MANUAL ILLUSTRATION
REVIEWING SAMPLES AND APPROVING FOR THE PRODUCTION
From Market Success to International Honors
The success of the original bottle led to the development of a larger version with greater capacity.
The product received two international honors, the A’ Design Award and the German Design Award, and was recognized by Forbes in 2019 as one of the best sippy cups on the market.
