1. OBB: Optimal Baby Bed Group 8 : Heu Ji Woo, Karen Fernandes, Matthias Mayrhofer, Hong Gyeong-Min

2. Table of contents I.Problem Definition II.Core values and the limits of existing products III.Product Development I.Problem Definition II.Core values and the limits of existing products III.Product Development

3. 1. Problem definition Annually 3258 infants die in Korea Suffocation is the number one cause of infant deaths. 20% of infant deaths are caused by suffocation. SIDS is also increasingly causing infants death SIDS: Sudden Infants Death Syndrome Source: Korea Institute for Health and Social Affairs Infants die mainly because of suffocation and SIDS.

4. The main causes of infant deaths are suffocation and SIDS 1. Problem definition Sleeping on stomach Sleeping on the stomach increases the baby's risk of suffocation and SIDS Physical pressure on babies Because babies breath with their stomachs, pressing the baby’s chest can cause suffocation. Excessively hot temperature Overheated bedding increases the risk of suffocation and SIDS

5. Infant protection products’ marketability Parent’s concern about their baby’s safety Growing popularity of infant protection products Parents worry about their babies and therefore, increases the popularity of infant protection products, which implies that there will be a great demand of anti-suffocation & SIDS products. In-depth interview: Su-Jin Bae (35, female) I always feel anxious for fear that my baby sleeps on his stomach and dies. And whenever I feed my baby breast milk at night, I worry that the baby might suffocate when my arm puts pressure on the baby’s chest while I am drowsy.

6. Core values for protecting suffocation and SIDS Alternatives Evaluation SIDS monitor Bedside cot c Correcting sleeping posture “Fixes” baby’s body for sleeping on its back or sounds alarm if baby sleeps on its stomach Protection from physical pressure Protects babies from physical pressure Or sounds alarm if there is too much pressure on the baby’s body. Temperature control Prevents overheating of the baby’s body and the bedding. Sleeping posture correcting Protection from pressure Temperature control 2. Core values and the limits of existing products

7. Parental benefits. 2. Core values and the limits of existing products Parents are able to sleep right next to their baby. Parents are able to sleep right next to their baby. Allows parents to know that their baby is safe during night time. Allows parents to know that their baby is safe during night time. Reduces the tedious task of having to get up and go to the crib in order to attend to the baby’s needs. Reduces the tedious task of having to get up and go to the crib in order to attend to the baby’s needs. The baby will feel emotionally safer and content when close to his/her parents. The baby will feel emotionally safer and content when close to his/her parents. If the baby is in danger or has any abrupt health problems (coughing, getting sick, etc), the parents will know immediately. If the baby is in danger or has any abrupt health problems (coughing, getting sick, etc), the parents will know immediately. No extra space apart from the bed is needed (advantage over No extra space apart from the bed is needed (advantage over bedside cribs) NEW

8. 3. Product development Core value: Infant’s Protection from death -Sleeping on back -Protection from pressure -Temperature and bedding Secondary features: 1.Replaceable outer material 2.Temperature controls 3.Clips to hold the blanket in place 1. 엎드려 자다 죽는 것 방지 2. 부모와 함께 잘 수 있음 ( 신생아 때는 손이 많이 가서 가까이 두고 자야 함. 모유 먹이다 잔다던가 ) 3.. 부모가 자거나 딴일 하느라 눈치 못 챌 때 알 수 있음 OUR PRODUCT What values our product convey to customers?

9. Measurements  Applyable from 0-12 months (Source: babycenter.com)  Width:  Inner part: 35cm  Outer part: 7cm (each)  Length: 80cm  Height: 12cm  Applyable from 0-12 months (Source: babycenter.com)  Width:  Inner part: 35cm  Outer part: 7cm (each)  Length: 80cm  Height: 12cm

10. 7cm 35cm 7cm 80cm Ventilation systemPressure sensor O2

11. Materials  Outer fabric: Perforated Synthetic Leather (Poromeric imitiation leather)  Made from Polyurethane.  “Breathable” fabric that allows for airflow.  A lot cheaper than real leather.  Keeps a luxurious feel to the product.  Inner fabric: Foam Cushioning  Allows for air ventilations within the product.  Easy installment of the cooling system.  Outer fabric: Perforated Synthetic Leather (Poromeric imitiation leather)  Made from Polyurethane.  “Breathable” fabric that allows for airflow.  A lot cheaper than real leather.  Keeps a luxurious feel to the product.  Inner fabric: Foam Cushioning  Allows for air ventilations within the product.  Easy installment of the cooling system.

12. Ventilation System  Cooling  Multiple fans will be installed inside the seat to produce air circulation.  The fans will diffuse the heat from the baby’s body throughout the seat and out through the fabric which will cool the surface.  Circulates air across the body of the baby which allows for the body’s natural cooling system to work.  Cooling  Multiple fans will be installed inside the seat to produce air circulation.  The fans will diffuse the heat from the baby’s body throughout the seat and out through the fabric which will cool the surface.  Circulates air across the body of the baby which allows for the body’s natural cooling system to work.

13. How to keep it fixed on the bed?  VELCRO:  Product: Fixed velcro on the bottom.  Bed sheet: Sewable velcros  VELCRO:  Product: Fixed velcro on the bottom.  Bed sheet: Sewable velcros @ Product @ Sheet

14. Pressure Sensors  Integrated within the sides of the product.  Idea from car seats (safety belt alarm)  Linked to a measurement unit that alerts parents by vibration or alarm signal if too much pressure is on the side parts of the product.  Touch point sensitivity can be adapted.  Integrated within the sides of the product.  Idea from car seats (safety belt alarm)  Linked to a measurement unit that alerts parents by vibration or alarm signal if too much pressure is on the side parts of the product.  Touch point sensitivity can be adapted.

15. Blanket Clips  For fixing the blanket in place at the bottom part of the product.  Attached to the outer material.  For fixing the blanket in place at the bottom part of the product.  Attached to the outer material.

16. Testing phase  Prototypes have to be designed and produced  In order to be able to create the best possible product a lot of testing is needed  In order to get feedback from babies, we have to consider biopsychological measurements (brain waves, sleeping characteristics, etc.)  Prototypes have to be designed and produced  In order to be able to create the best possible product a lot of testing is needed  In order to get feedback from babies, we have to consider biopsychological measurements (brain waves, sleeping characteristics, etc.) NEW

17. Thank You for listening! Q&A time!