This paper presents a project undertaken in 2008 to evaluate an innovative magnetic fastening bra aimed at older and disabled women. The work involved a partnership with;

·         a small company, Adaptawear that make a range of adaptive clothing for older or disabled people,

·         the Health Design and Technology Institute,

·         the Living and Working with Disability applied research group at Coventry University

·         a local carer’s group.

Participants were identified via a local Carer’s group and a qualitative approach was used to evaluate the new design. 3 bra wearers and 1 carer participated. The CoreBra was worn over 2 weeks, participants kept a reflective record and were interviewed by a researcher to gather data on their experience of the new design.

Several themes emerged from the data regarding the bra wearing experience; appearance and style, ease of use, suitability for participants and others, fit, comfort and support, satisfaction with the new design and care of the bra. Several recommendations were made including; increasing the size range, fitting issues, appearance and pricing.

Product restyling has produced a new colourful range in 10 sizes – including extra large (48”-50” chest); redesign to improve comfort and a price review.

This research formed an integral component of the company marketing strategy and generated a huge amount of press interest in a variety of media including newspapers, internet and radio. Other impacts for the company showed sales treble for the product and website hits rose to 2000 per day.

This relatively small evaluation has provided a hugely successful output for the company and an overwhelming response in growth of sales, website hits and customer satisfaction. This project highlights the value of evaluating the user experience and the influence this can have on successful product design.