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A good delivery affects a mother’s wellbeing and bond with her baby. Expectant mothers like to be accompanied during labor, and often request more coaching and information than is available at hospital. These insights led Philips to develop its labor and delivery experience concept. During pregnancy, a smartphone “breathing coach” application teaches techniques. In the delivery room, a projected, evolving animation visualizes the mother’s progress alongside the “breathing coach” during contractions. This provides extra support for both partners, reduces anxiety and increases feelings of control, and creates a unique visual memento.