When an ER nurse was confronted with treating babies that had mouth and throat burns caused by overheated formula, she connected with two successful friends and together they decided to do something about it.  We began the process by conducting deep dives into the challenges faced by parents, mothers in particular; time, effort, safety and proper ratios of formula to water. Everyone who has been through the process of trying to prepare a bottle in the middle of the night knows how time consuming and cumbersome it can be and how easily a mistake can be made. Through iterations of P/A fueled; innovation, design, App. UX, brand explorations and intense technology, we landed with a market ready solution that is Baby Barista.