10058067FemTech Innovation: AI Bra-fitting Tool for Pregnant and Nursing Bra ConsumersClosedGrant for R&DInnovate UKBrarista's ambition is clear-_we want to improve breast health for women across the world by ensuring that they can receive a quality bra-fitting service which is accessible, accurate and digital_. 80% of people wear poor-fitting bras. Access to highly skilled 'by eye' professional bra fitters is limited. A reliance on in-person accurate bra fittings is not scalable, and these traditional fittings have limitations. We believe that by 2030 20% of online bra retailers should be able to offer the Brarista system as a customer service staple, providing a robust and easily accessed solution. We've made significant headway towards this goal, with our patent-pending bra-sizing capabilities at a low-level MVP stage with 2 proofs-of-concept launches in October 2022\. Inclusivity and diversity are at the heart of our innovation: It's critical for us to prioritise development practices to ensure our technology works across different breast shapes, sizes, skin tones, physical conditions and for users from different socioeconomic backgrounds. This project alligns with the Government's priorities on improving quality of life through health and well-being and public empowerment through bra education. More specifically, healthy living for pregnant and nursing people who face complex breast size and shape changes and with regular fitting needs. Despite that, the needs of pregnant and nursing people are overlooked by the healthcare system and access to professional bra-fitting is limited and often inaccurate and inadequate. During this project, our Product Design team will be prototyping directly with the end-consumers to deep-dive into consumer behaviours and needs mapping - improving our user experience design to problem-solve the unique challenges this group of users face. This innovation is the first of its kind and will opens up a new market segment for us (the maternity bra segment - estimated at $4.5bn), and enable us to be one step closer to our inclusivity goal. Lastly, the award will allow us to establish as a market leader in inclusive innovation bringing attention to the importance of neurodiversity and domain knowledge sharing in high-impact innovation.