This Product Started with a Friend: The Story Behind EasyButton
- Joey Quatela
- May 6
- 2 min read
Most great ideas start with a problem.
Ours started with a friend - and a dress full of buttons.
Her name is Alicia Searcy. She’s a fashion designer, a disability advocate, and the founder of the nonprofit Fashion is for Everybody. She also has Cerebral Palsy. And about two years ago, she came to use with a wish that would change everything:
“I want to button my clothes.”
To be honest, I didn’t understand at first. My gut reaction was, “Why can’t your caretaker help you with that?” But Alicia’s answer shifted something in me. She said, “Because I want to do it by myself.”
That moment opened my eyes to something much deeper than dressing. This wasn’t about convenience, it was about independence. It was about reclaiming a small, quiet piece of living that most of us take for granted every single day.
Understanding the Bigger Problem
The more we listened, the more we learned. We realized this wasn’t just Alicia’s story. It wasn’t just about CP. Millions of people - due to aging, injury, arthritis, stroke, or other conditions - struggle to button their clothing independently. And the tools currently on the market? They’re outdated, difficult to use, and frankly, uninspiring.
We looked at what was available and immediately understood why Alicia hadn’t found anything that worked. The products didn’t just fail her functionally, they failed her emotionally. They didn’t respect her sense of style. They weren’t something she’d want to use.
That’s where our mission was born: to reimagine what assistive technology could be, both in function and in form.
Building EasyButton
We built our first prototype in two days.
It was a wire-based device that required Alicia to press with her thumb in order to grab and release buttons. It worked… kind of. But it was still too difficult. The motion required was too specific. It demanded too much of her — and that was the opposite of the point.
So we went back to the drawing board. Again. And again. And again.
Dozens of iterations later, we now have EasyButton: a beautiful, compact electronic device that helps people button their clothing without assistance. It’s intuitive. It's elegant. And most importantly, it's been shaped by the people it's meant for. We’ve conducted countless user interviews. We've tested EasyButton with individuals of all ages and ability levels. Every design decision, from the grip style to the button guidance mechanism, was made in collaboration with users like Alicia, not just for them.
More Than a Product
EasyButton is just the beginning.
This journey has taught us that independence looks different for everyone, and that everyone deserves to access it on their own terms. We believe assistive tech shouldn’t feel clinical. It shouldn’t be hidden. It should be something people are proud to use, because it helps them express who they are.
That’s what we’re building at 7D. With Alicia’s voice echoing at the core of it.
Because independence isn’t about doing everything alone. It’s about having the right tools to do the things that matter most, your way.
Visit Alicia's channels to learn more about her incredible mission!
Written by: Joey Quatela | Founder of 7D
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