Expanding Reach: How ASO Boosts Discovery for Hardware-Integrated Apps Like Elvie Rise

January 9th, 2025

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

The future of baby care has arrived with the introduction of the Elvie Rise, a smart bouncer that seamlessly transforms into a bassinet. Announced at CES 2025, this innovative product is designed to meet the modern parent’s needs, offering a hands-free solution to baby soothing and sleep management. Elvie Rise combines advanced hardware with cutting-edge software, leveraging its companion app—the Elvie Rise Sleep & Soothe app—to provide unparalleled convenience and valuable insights into baby care.

From automated bouncing powered by SootheLoop technology to sleep pattern tracking, the app is central to the Elvie Rise experience. It empowers parents to manage their baby's care remotely, offering the kind of support that can transform stressful moments into manageable ones. However, while the hardware alone is impressive, it’s the synergy between the app and hardware that sets Elvie Rise apart.

For products like this, where the app plays a pivotal role, the potential for discovery extends beyond the initial hardware buyers. Parents searching for solutions to everyday challenges, such as improving their baby’s sleep or finding soothing tools, could stumble upon the Elvie Rise app and be introduced to the hardware itself. This is where App Store Optimization (ASO) becomes a game-changer.

With the right ASO strategies, the app can serve as a powerful entry point for new users, positioning itself as a solution not just for Elvie Rise owners but also for parents seeking standalone tools to simplify their parenting journey. By effectively optimizing the app store presence, the app can attract users who may not yet be familiar with the hardware, expanding the product’s reach and reinforcing Elvie's brand as a leader in innovative baby care solutions.

ELVIE’S LEGACY IN FEMTECH AND BABY CARE

Elvie has earned its reputation as a pioneer in femtech, designing innovative, connected products that solve real problems for parents and caregivers. Its wireless breast pump revolutionized pumping on the go, and its pelvic floor trainer brought attention to an often-overlooked area of postpartum health. With the launch of the Elvie Rise, the company is now extending its expertise into baby sleep and soothing—a critical need for countless families.

The Elvie Rise Sleep & Soothe app plays an integral role in this innovation. It provides parents with tools to:

Automate soothing through recorded movements with its SootheLoop technology.
Monitor and understand their baby’s sleep patterns through detailed insights.
Manually control the bouncer for a more hands-on experience when needed.

By integrating these app features with hardware, Elvie isn’t just solving a problem—it’s creating a complete ecosystem for baby care. To maximize its reach, the app must go beyond being a simple add-on to the hardware. It needs to stand out in the app store as a solution for parents searching for tools to improve their baby’s sleep and soothing routines.

This is where ASO steps in, transforming the app from a companion product into a powerful discovery tool.

THE DISCOVERY POTENTIAL OF HARDWARE-DEPENDENT APPS

Hardware-integrated apps like Elvie Rise face a unique challenge: their initial audience often comes from product sales. While this creates a built-in user base, it also limits visibility to those already familiar with the product. For these apps to grow, they must become discovery tools in their own right.

Imagine a parent searching for a “baby sleep tracker” or “smart bouncer” in the app store. With optimized metadata and visuals, the Elvie Rise app can appear in those search results—even for users who haven’t yet heard of the hardware. This moment of discovery introduces potential customers to the app’s features, sparking curiosity about the product as a whole.

Turning hardware-integrated apps into discovery tools requires strategic ASO. By targeting the right keywords, creating compelling visuals, and gathering authentic user reviews, apps like Elvie Rise can significantly expand their reach. This not only benefits the app but also drives interest in the hardware, making ASO a vital component of the product’s overall success.

App Store Visitors Discover Apps by Search

USING ASO TO MAXIMIZE DISCOVERY AND ENGAGEMENT

For hardware-dependent apps like Elvie Rise, App Store Optimization (ASO) does more than improve visibility—it transforms the app into a discovery engine for the brand’s ecosystem. By strategically optimizing the app’s presence in app stores, Elvie Rise can capture the attention of users who may not yet know about the hardware but are searching for solutions to common parenting challenges.

The first step in this journey is to craft clear and compelling metadata. Highlight features like automated soothing, detailed sleep insights, and compliance with the American Academy of Pediatrics’ sleep safety guidelines. These details ensure that users immediately understand the app’s value in simplifying parenting routines.

Expanding keyword targeting is equally critical. Moving beyond hardware-specific terms to include broader phrases like “baby care app,” “sleep tracker,” and “smart parenting tools” opens up new avenues for discovery. This approach not only helps the app appear in more search results but also makes it accessible to users searching for standalone baby care solutions.

Visually engaging media can bridge the gap between hardware and software by showing the app’s role in enhancing Elvie Rise’s functionality. Screenshots and videos should demonstrate ease of use, showcase key features, and emphasize how the app seamlessly integrates with the hardware. These visuals create an emotional connection by illustrating how the product fits into real-life parenting scenarios.

By implementing these ASO strategies, Elvie Rise can extend its reach to a diverse audience. Users drawn to the app for its sleep tracking and soothing capabilities may later explore the hardware, fostering brand loyalty and driving sales. In this way, ASO not only powers discovery but also strengthens engagement across the Elvie ecosystem.

WHY ASO IS ESSENTIAL FOR HARDWARE-INTEGRATED APPS

Elvie Rise exemplifies the growing trend of hardware-integrated apps that offer unique value to users. However, these apps can’t rely solely on product sales to reach their full potential. ASO provides a pathway to visibility, helping apps like Elvie Rise reach broader audiences and drive long-term growth.

By focusing on metadata, visuals, and user reviews, Elvie can position its app as a solution for parents everywhere—not just those who already own the hardware. This strategy not only benefits the app but also reinforces the brand’s reputation as an innovator in baby care.

For hardware-dependent apps, the message is clear: ASO isn’t just an add-on. It’s a critical tool for turning apps into discovery engines that connect users with products they didn’t know they needed.

CONCLUSION

Elvie Rise represents a new frontier in baby care, combining innovative hardware with a powerful app to create a seamless experience for parents. But the true potential of this product lies in its ability to reach beyond its initial audience, introducing new users to the benefits of its app and hardware.

By investing in ASO, Elvie can ensure that the Elvie Rise app becomes a discovery tool for parents searching for solutions to their baby care needs. From optimizing keywords to creating engaging visuals, ASO is the bridge that connects innovative products with the users who need them most.

For brands developing hardware-integrated apps, the takeaway is clear: ASO is not just a marketing tool—it’s the key to unlocking growth and reaching untapped audiences.

LET’S CHAT!

The world of hardware-integrated apps is evolving rapidly, and staying ahead requires a deep understanding of how discovery and engagement work within app stores. Whether you’re working on an app like Elvie Rise or exploring new ways to connect your hardware to a broader audience, the right ASO strategy can make all the difference.

We’d love to hear your thoughts on this growing intersection of hardware and apps. What challenges are you facing in increasing visibility for your product? Let’s chat and explore solutions together—sometimes, the best ideas come from a simple conversation.