An award winning graphic designer thought she had her dream job - but then she had a baby. Dr Chen Mao Davies worked for years creating stunning special effects for movies like Blade Runner 2049, Gravity and Paddington.
Scooping Oscar and BAFTA awards for her work on Gravity and Blade Runner 2049 she also worked for creative studio Framestore, which provides visual effects for top Hollywood studios such as Disney, Netflix, Universal and Warner Bros. But when she had her son Oscar in 2015 everything changed.
Struggling to breastfeed, facing infections and depression as a result, she suddenly realised she could help provide an answer for mums everywhere. She decided to put her skills to good use and create an app giving information and support to new mums.
Her determination led to the creation of LatchAid, a venture based in Kemble in Gloucestershire, which uses 3D technology to show mothers how to breastfeed.
She said: "“I had always thought my dream had been fulfilled working for the film industry in Hollywood but after having my son Oscar, in 2015, I started facing difficulties with breastfeeding,” says Chen. “When I realised there was no help for struggling new mothers I thought: ‘I am a technologist: this is something I can do to make a difference to the world.”
Working with some of Chen’s former film colleagues, AI specialists and mother-baby experts, LatchAid developed an app that intuitively responds to the user’s touch. It shows how to position the baby, using different angles and an X-ray mode to see inside the baby’s mouth.
It also displays different breastfeeding positions, accompanied by audio and subtitles, and personalises breast sizes and skin tones to better represent both the mother and the baby. Its AI-power virtual supporter chatbot, leveraging one-to-one specialist support, provides 24/7 support to answer any questions parents may ask during the first 1,001 days. Its virtual communities connect parents to a peer-to-peer support network.
“This is such a great idea,” says Kathryn, one of the app’s users. “FAQs are fab but the option to have more detailed support through the upgrade to premium is fantastic.
"Breastfeeding support can be a bit inconsistent around the UK, so this app is a fantastic resource for new parents. Being able to access evidence-based information and support at your fingertips is incredibly valuable.”
The UK has a poor breastfeeding rate. A study published on the LatchAid website shows that although 81% of mothers had initiated breastfeeding, 90% of them gave up before they wanted to due to lack of support, pain or other health issues, and isolation or depression. This affects women of all backgrounds and demographics.
In July, LatchAid said it had more than 7,000 users in 94 countries, and that initial trials with Britain’s National Health Service (NHS) were very encouraging: a survey of 271 UK-based app users found that 49% were exclusively breastfeeding at six to eight weeks, compared to a national average of 24%.
The venture is supported by the Cambridge Social Ventures programme, part of the Cambridge Centre for Social Innovation at Cambridge Judge Business School.
Mark Goodson, who mentored Chen at Cambridge Social Ventures and is still a Business Advisor for LatchAid, says: “LatchAid’s success is a testament to the power of an impactful solution, a very smart entrepreneur and the right support at the right time. But most of all it’s a testament to Chen’s persistence and determination. Holding down a full-time job, whilst caring for two young children and simultaneously getting LatchAid off the ground was a phenomenal effort.”
