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Starting point
Straps to untangle, buckles to clip at the back, instructions to pull out again. Five to ten minutes each time, for an action that's supposed to take three. And almost always the same scenario at home: only one of the parents knows how to adjust it.
The other gives up, discreetly. The baby carrier ends up in the back of the closet, and the baby ends up in their arms. It's not a motivation problem, it's a design problem.
The Realization
That question solved everything. No one forgets how to put on a t-shirt. So, we kept what makes a good baby carrier – support and positioning – and removed everything that requires learning.
No straps to adjust, no buckles to clip in the back
No instructions needed: you put it on, place the baby inside, and you're done
The same garment for both parents, with no readjustment needed between each use
A technical knit that recovers its shape, wash after wash
This is all we were trying to achieve.