【 Industrial Design | Design Research 】SmileBrushes

A Professor Kwela Hermanns | SDES 704

Applied Theory in Design Alan Liu Summer 2018

Project D: Realization Proposal

Tooth

SmileBrushes Project D: Realization Proposal

©Alan Liu

Table of Contents • Research Method & Process • Problem Solution • Key points of Research • Final Solution • A-ha Moments • The Journey behind the Solution • Organizational Support • Bibliography

Problem Solution & Design Process To solve wicked problems, we have to follow the design research process:

Analysis

Synthesis

Exploration

Realization

Introduction SUSTAIN ABILITY MARKET

TREND

In order to develop a whole new design plan for toothbrushes and the concept has to focus on a new type of consumer through the integrated design of the product, brand, market communications, and extended retail experience, I compare with various manual and electric toothbrushes, and research the industry, market, and consumers’ experiences to analyze products, brands, service model, and marketing concepts. This project is going to uncover what the consumers really need and what factors could influence consumers’ decisions.

In addition, this project does not only concentrate on the target market but also concern for oral hygiene, environment, and society in next generation.

Secondary Research Market & Trend

Sustainability

> Electric toothbrushes reduced dental plaque 21% and gingivitis 11% after three months of use, compared with manual toothbrushes. Moreover, electric toothbrushes market is growing up fast in the developed countries.

850 Million ~ A Billion toothbrushes = Up to 50 Million pounds of waste into landfills / year. *Disposable toothbrushes have already become a problem in the real world.

Market

Oral care market is 2.9 billion and US toothbrush market is up to 453 million.

Market

For electric toothbrushes, Developed markets, namely Germany, the US, the UK and France are the major markets currently and are expected to drive the growth over the forecast period.Â

Top Brands

in the industry

Colgate is a global leader in oral care with the dominant toothpaste and manual toothbrush brands. Moreover, Colgate is only brand to sell toothbrushes and toothpastes together in those common brands.

Philips is a well-known brand in household industry. It not only focuses on electric toothbrushes but also other household appliances such as shavers, hair clippers, skin cares.

Oral-B professionally produces cutting-edge oral hygiene products such as manual toothbrushes, electric toothbrushes, and flosses.

Brands and markets’ Relationship

Toothpastes and toothbrushes are completely different industry. Toothpastes have their own market and there are couple brands professionally focus on toothpastes such as Crest 3D White and Sensodyne because toothpastes are closer to cosmetic products and personal care products.

Comparison of Top Brands’ Electric Toothbrushes Oral-B Genius

Philips Diamondclean Smart Sonic

Colgate Connect E1

Sonic Vibrating

●

●

●

Brushes

Round

Smart Sensor

Regular

Mouth-mapping

Position Detection

●

●

Real-time Feedback

●

●

●

Brush Coaching App

●

●

●

Recharge Periods

2 weeks

2 weeks

10 days

Heads

16.69/ 3 count

26.99/ 2 count

19/ 3 count

Price

200-250

250-290

100

Dentists Support

●

●

●

Others

Travel Case Smart Phone Charger Personal LED look

Fashionable Case Glass Charger

-

Popularity

★★★★★

★★★★★

★

Brand Images Perceptual Map Analysis
 | Secondary Research Friendly (Emotional)

Innovative

Conservative

Functional (Rational)

As you can see, already too many products in the market. How big brands could keep the advantage for leading the market.

In my observation, unique, personal, and luxurious features are trends that could influence consumers to spend more budget on commodities.

Oral-B Genius Travel Case Smart Phone Charger Personal LED look

Philips Diamondclean Smart Sonic Fashionable Case Glass Charger

Colgate Connect E1

Real Sustainability ?

VS 50 % the total eco-costs of a manual toothbrush and 60 % the lifetime energy requirements for an electric toothbrush are incurred during the manufacture and distribution phases, compared to the usage and disposal phases.

In addition, although the electric toothbrushes can reduce the plastic wastes because of replacement heads, the rechargeable batteries could cause toxic chemicals into landfills.

Sustainability

Electric toothbrushes are often touted as more eco-friendly than disposables because only the head needs to be replaced, which means less landfill. However, the regular plastic disposable has the advantage of using no electricity. Recently, compostable bamboo toothbrushes have been touted as the ultimate in eco-dental care. If consumers choose eco-friendly products which are the least harmful to the planet including recycled or biodegradable materials, it will be helpful for sustainability in our environment.

Sustainability

Building the sustainable knowledge is quite important for our society. Consumers has responsibility for our earth to choose eco-friendly product such as bamboo can biodegrade into soil, without pollution. Therefore, conveying eco-friendly concept or image, creating ergonomic design, and making the price more available are crucial factors to influence consumers’ behavior.

Other Market -China Oral care in China is growing up fast.

Philips

Panasonic

Colgate

Crest

Philips electric toothbrushes dominate the Chinese market.

This is top 10 of toothpaste brands in China.

There are some local toothpaste brands but only two western brands on the list such as Crest and Colgate.

In addition, these brands on the list are almost different from toothbrush brands.

Key Points of Research The history of the toothbrushes industry always follow on same path. The usage of toothbrushes is never changed.

However, after research and reframing, I found the more ergonomic way to redesign toothbrushes and change people habits.

Next steps include key points influencing my solution during research process:

Primary Research

Working Wall

Reframing

Artifactual Model

Primary Research (Interview & Survey) • I used google forms survey and interviewed some long-term electric toothbrush users. I got some interesting results. I surveyed around 10 people and their age range were 25~50.

• Most of them chose electric toothbrushes because they felt electric one was more efficient but still one person felt the electric toothbrush was too small to clean his teeth. For electric toothbrush users, they hope the duration of toothbrushes can stay longer, wireless charger, travel case, and hope something can remind them to change brush heads. Moreover, some people chose manual one because of price.

• In addition, about how often they change toothbrushes/ brush heads, I got the very interesting results here. People changed their toothbrushes on the different periods such as 1~3 month/ 3~6 month/ 6 month~1 year.

• Overall, people usually didn’t do research before they bought toothbrushes, and even don’t know the brands. Some people considered brand and material. However, in my survey, no one have ever chosen eco-friendly material. People imagine that the future toothbrush can become tiny robot or liquid or jelly in the month to clean up because brushing tooth is a boring process.

Consumers Experience Survey Results Analysis

Consumers also consider‌ 
 brands, materials, and other consumers’ comments.

Retail Experience and Service Models When I actually walked into the retail store, I found manual toothbrushes, toothpastes, mouthwashes, and electric toothbrushes are totally separated to sell. These brands of toothbrushes and toothpastes don’t have the obvious collaboration of marketing strategies and even Colgate that is the only company can produce both of them don’t put two products into one package.

During my research, I found because consumers usually don’t have requirements of toothbrushes and toothpastes at the same time. The products life cycles are quite different. In addition, in the consumers’ minds, if consumers see the package including toothbrush and toothpaste, they might feel one of them is attached, which could be worse than original products.

Electric toothbrushes are all on the top of shelves so that specific consumers would find them directly, and there are protective security devices on them because their prices belong to high level. Moreover, consumers can recognize the brands quickly by their brand color. In addition, there are some oral hygiene products for kids as well.

Brand Images & Visual Audit Overall, a positive and reliable brand image can make the decision process easier and promote many primary purchases and repeat purchases.

Especially, toothbrushes’ consumers usually don’t do too much research when they are purchasing toothbrushes.

Fresh, innovative and friendly image commercials could influence consumers more in the new generation.

Visual Audit

Company image: Better health and oral care/ Reliable/ Fresh Green theme/ Sense and simplicity/ Healthy smile/ Innovation.

Evokes the emotion: Careful, fresh, effortless, friendly

Company image: Better health and oral care/ Reliable/ Blue theme/ Brush like a Pro. Evokes the emotion: Careful, fresh, effortless

Company image: Better health and oral care/ Reliable/ Red theme.

Evokes the emotion: Careful, controllable, passionate

Develop Personas

Christina | 30 | Female

Andre | 25 | Male

Chris | 10 | Male

Christina | 30 | Female Christina is a popular key opinion leader on Instagram. She takes many fashionable pictures and uploads to the Internet every day. She really enjoys to share her life to public and pays attention to her every stuff which has to be consistent with her own style.

She has used electric toothbrush for a long time because she feels using electric toothbrushes is much cleaner and more comfortable than using traditional manual toothbrushes. However, the duration of electricity is too short so she feels tired of recharging the toothbrush, and she easily forgets to change the electric toothbrush head over three months.

Job: Key Opinion Leader on Instagram Salary: 85000 Relationship: Single Location: Los Angeles, CA Education: Fashion Design, Bachelor Degree Hobbies: Fashion, Foodie, Yoga

In addition, she always considers the appearance of toothbrushes to be more stylish or more options, and even the brushing teeth process can be interesting.

She also wants to know whether she brushes her teeth correctly or enough.

Andre | 25 | Male

Job: Graduate Student Salary: NA Relationship: Girlfriend Location: Washington, DC Education: Computer Science, Master Degree Hobbies: Science, Outdoor, Travel, Adventure Andre is a computer science student, and he loves outdoor activities. He is using manual toothbrush in his life. He chooses manual toothbrush because it is easy to buy and cheaper. He is too lazy and don’t want to spend too much strength and time on brushing teeth so the process of brushing teeth is literally painful and boring for him. Moreover, he dislikes his toothbrush holder which is not comfortable and easily get mildewed in the bathroom. He also struggles with the brush because it is slightly tough for him. Most importantly, he always forgets to change his toothbrush over three months. When he travels around the world, he feels that it is not convenient to carry his toothbrush to everywhere. Therefore, he is looking for a product that could be more effortless, portable, and even intelligently interactive.

Chris | 10 | Male

Job: Student Salary: NA Family: Mom, Dad, Dog Location: Atlanta, GA Education: High school Hobbies: Soccer, Outdoor, foodie, Games

Chris always plays around with his friends after school rather than focusing on studying. He really likes to eat sweets and doesn’t like to brush his teeth regularly so he has a huge problem on his oral hygiene. He is using manual toothbrush right now and sometimes he forgets to brush his teeth or too lazy to brush. His mom and dad very worry about his serious cavities a lot. However, he feels tired his parents keep reminding him to care oral hygiene and any other about health.

Overall, he doesn’t care whether he brushes his teeth correctly or enough. He just wants to hang out with friends and enjoy food all the time.

Working Wall Process

Synthesize Information

Organize Structure

Analyze Relationships

Find Opportunities

Working Wall In my working wall process, there were two main components of sustainability (Left column) and Market &Trend (Right column). Moreover, in the middle column, it presented the cuttingedge electric toothbrushes products and their brand images to analyze their features and advantages such as the IOT, Bluetooth technology, and applications. As the process moving on, I kept specifically dividing my research into four parts including sustainability, market & trend, consumers experience, and personas.

Consumers Experience & Personas | Primary Research | Age : 25~ 50

Results: Electric / Smart Toothbrushes

Duration of batteries

Changing Brushes Reminder

Potential Market: Elders Kids

Ergonomic Brushes / Handles

Proper Soft / Auto Toothpaste Squeezer / Anti-mold

*Consumers usually don’t do too much research before they purchase toothbrushes. *Most Consumers still feel electric toothbrushes could clean better than manual toothbrushes.

Visions of Future: Conflict with Market: Tiny Robot Eco-friendly / Liquid / Jelly Materials

Affordable Price

Travel Case

Faster Brushing Process

Wireless Charger

Interesting Brushing Process

Persona - The Most Important Consumer

Amanda | 60 | Female

Job: Retired Salary: NA Relationship: Married (lives with her husband) Family: Two kids (but they don’t live together) Location: Los Angeles, CA Education: Psychology, Bachelor Degree Hobbies: Walking, Reading, Meeting with friends

I have synthesized my research, observation, and current market situation.

Many products are designed for the young generation and their cuttingedge technologies normally attract young consumers to purchase. However, when I think about my most important consumer, I would like to consider elders because they really care their oral hygiene as well, and they also have problems when their brush their tooth because of strengths and methods.

Just like the Persona, Amanda, she easily forgets things and easily get tired or sprained because she is getting old. However, she still believes that she can use traditional manual toothbrushes very well and feel manual toothbrushes are cheaper even though she is not familiar with electric toothbrushes at all and don’t trust any new technical product. She also has similar problems with other consumers I surveyed such as the time of changing brushes, uncomfortable handle, and long brushing process.

Therefore, the new technologies nowadays like interactive apps might can improve her habits, help her brushing movement, remind her change brush timing, and stimulate her brains.

Overall, it is still not too many specific toothbrushes for elders in the market nowadays so I believe that it is an extraordinary opportunity for the toothbrushes industry, and Amanda is my most important and challenging consumer’s persona in the market.

Proposals for Reframing the Product Reframing from problems:

Brushing Time

Ergonomic Design

Proper Material

Changing Brush Signal

Portable Volume

Proposals for Reframing the Product After synthesizing my research, observation, and current market condition, I summarize several points. Using electric toothbrushes is still a trend in the US market, and consumers generally consider that electric toothbrushes could clean better and more sustainable even though some reports expose that electric toothbrushes could cause indirect and chemical pollution because of the recharging batteries.

However, after reviewing every brand of electric toothbrushes, I found most products of brands are designed for the young generation, and their marketing strategies or product features normally focusing on the young generation. Actually, elders also have problems when they brush their teeth because they are not as nimble as the young generation. We have to treat their teeth more carefully. Furthermore, elders easily forget things and easily get tired or sprained. In addition, they usually don’t trust any new technical product even though they are not familiar with electric toothbrushes at all.

The target area is undeveloped so I think it would have an opportunity to bring huge profit. The product is not only for business success but also help elders to improve oral hygiene easier. Overall, finding out users’ problems and specific target consumers could elevate competitive advantage and reach market success.

User Experience Problem

Target Consumer Requirement

Reframing

SmileBrush

Don’t need hand action You can completely stand to wait for 10 secs. The device will clean your teeth rapidly.

- Minimizing brushing time (10secs) - Ergonomic design (don’t need to handle) - Softest silicone brush (friendly material) - Changing brush signal (Color) - Long duration of battery ( ~ 1 month) - Portable volume - Wireless charging - Easy operation for elders

THE MOST EFFORTLESS WAY TO UNBELIEVABLE SENIOR SMILE

Initial Concept Sketching

Developing Simple Shape

Easily attached on the teeth

Recharging Battery Small 3D Brushes Tongue Cleaner

(Completely fit teeth shape)

*Silicone Material It can change color after three months.

(Changing brush signal)

*For our target consumers, they are not really familiar with smartphone apps so we decide to design really simple operation and provide a free hotline phone number new customers could call and a customer service representative would be available to assist them with any questions. *For promoting strategies, because most target consumers are not active user on the Internet, I think it is most effective to partner with dentists office to provide free trials for consumers so that the target consumers are quickly smoothly familiar with our products, and we also could enhance the reliability of product.

Value Propositions

Create Need

Differentiate Yourself

Prove Yourself

Value Propositions

Create Need | Value Propositions


Effortless

Solution

Healthy

Toothbrushes are not only one of necessaries in everyone’s life, but also one of the most important heath supplies for elders. They need specific integrated solution for brushing their teeth to be more convenient and effortless.

Effective brushing is key in tackling periodontal disease.

Create Need | Value Propositions As America’s Growing Elderly Population, more and more elders have to be cared. The percentage of elders persons with disabilities increases significantly with age. Therefore, they really need specific toothbrushes that don’t need hand action and have automatic brushing. Only need attached on the teeth.

Differentiate Yourself | Value Propositions
 Most electric toothbrushes in the market emphasize improving their clean ability or integration with apps. However, considering our target audience, our product is focusing on reducing the brushing time, considering ergonomic design that don’t need to handle, using friendly recyclable silicone materials, and having small portable volume which takes advantage to carry it everywhere with special travel case.

Ergonomic Design

Brushing Time

Proper Material

Changing Brush Signal

Portable Volume

Product’s SWOT Analysis Strengths -

Minimizing brushing time Ergonomic design Softest silicone brush Changing brush signal Portable volume Simple operation Opportunities

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Potential market (Elders/Kids) Consumer concentration Differentiate product Growth of dental Implant market Growth of oral care market

Weakness - Price (Material) - Promotion - Loyalty of consumers - New brand - Reputation - Trust Threats - Top toothbrush brands - Manual toothbrushes have cheaper price.

-Consumers habits

Prove Yourself | Value Propositions
 It is still not too many specific toothbrushes for elders in the market nowadays and 7 in 10 adults over age 65 have gum disease in the US. Moreover, the global dental implants market size was valued at USD 3.77 billion in 2016 growing at CAGR of 7.7% over the forecast period. Therefore, I believe that if our product integrates with the cutting-edge technology and adds specific features to satisfy the elders’ requirement, it would be a promising concept for the toothbrushes industry.

Need

Care

Technology

Advancing Knowledge & Capturing Value This product advancing knowledge is to uncover a new opportunity for new markets and use most ergonomic design to upgrade our commodity. The product capturing value for its consumers is to change consumers’ habits through effortless way.

Aim your teeth

Squeeze toothpaste on the brushes

Attach on the teeth

During 10secs Process

Got your Perfect clean teeth and smile

Usage

Distribution Channel

Dentist Offices (Free Trials)

Customer Service

Free Hotline

Social Media (Potential Marktet)

Online

Target/ Walmart

*Put device on the teeth. Don’t need any other hand action.

The multiple 3D brushes will clean your mouth at the same time so it will dramatically reduce the time of brushing.

Change Brushes Easily

Introduction- SmileBrushes

THE MOST EFFORTLESS WAY TO UNBELIEVABLE SENIOR SMILE

Our product is professionally designed for the elders, ages are above 60, who used manual toothbrushes and start feeling uncomfortable when they brush their teeth. For solving their problems, we figure out the product that consumers don’t need to hold the brush handles and simply put products into their mouths to clean mouths automatically only 10 secs. It is quite effortless and ergonomic for elders. Furthermore, the material of products uses advanced silicone technology which is softest and most comfortable for elders and the product would change color after three months to remind them changing brushes. The products are entirely made by recyclable silicone so consumers can join into improve our environment easily. In addition, the small portable volume has advantage to carry it everywhere.

Effortless

Ergonomic

Innovation

Fresh

Friendly Brand Image

Smile

Mystery Heuristic Algorithm

Enterprise Model To review how an organization currently functions, and offer reframed views of how to restructure or project future business strategies.

Business Structure

Capture Processes

Summarize Data

Define Resources

How to Build Trust & Credibility Summarize:

Reliable Consumer’s Perspective From Surveys

Visualized Data/ Research Results (Build Enterprise Model) (Culture/ Region)

Practical Example

Enterprise Model

Sales

Capital Growth Products

Client

Investment

Shareholders

The Enterprise - Smilebrushes

Money Payment

Design, Branding, Marketing, Promotion

Supplier

Dividends Products

Purchase

(Materials, Manufacture, Packaging)

Enterprise Model - Smilebrushes

Smilebrushes

Smilebrushes

Social Media Client

Sales

Dentist Office Trust & Credibility

Viral Marketing Brand Image Storytelling Ad Habit Changing

Big Retail Market Convenience

Enterprise Model - Smilebrushes

Materials Supplier

Purchase

Packaging

Cardboard material to lower cost Stylish packaging design

Easy to produce Recyclable Friendly Flexible

Manufacture The producing cost in China is reduced every year

Enterprise Model - Smilebrushes Shareholders’ Meeting

Report and connect to shareholders Capital Growth Shareholders

Diverse Platform Crowdfunding Connect more opportunities

Exhibition/ Collaboration With other brands

Marketing tool Connect more opportunities Patent Competition Attract investment Award

Build Trust & Credibility

“A Ha” Moments during Research When it comes to toothbrushes, there are two common options rapidly coming up in consumers’ mind, which are manual and electric. However, I found a lot of surprised moments when I dug into the research.

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The Conflict between Secondary Research and Primary Research: When sustainability issues are rising nowadays, consumers do not really “buy in” this points.

They look for more practical and functional toothbrushes.

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The Shock from Consumers Experience Surveys: Consumers usually don’t do research and don’t consider brands before they buy toothbrushes, even don’t know how often they have to change brushes(heads) exactly.

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The Highlight of Visual Audit: The fresh, friendly, innovative brand images or storytelling ads could impress consumers more nowadays.

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Independent Market: Toothpastes and toothbrushes have totally different markets.

In my retail observation, they are sold entirely separately on the shelves and don’t have any marketing collaboration, even the top brand – Colgate, which can produce both of them, also decide to sell them in different ways.

In my perspective, I think because consumers usually don’t need both at the same time, and toothpastes are more related to cosmetic or biotechnology industry.

•

Comprehensive Vision: Consumers imagine toothbrushes could become most effortless and high-speed in the future.

They expect to see revolutionary designs like tiny robots, jellies, liquids, or lights to take care their mouths.

The Journey behind the Solution At the beginning, I recognize the wicked problem after I deeply analyze the products, technologies, brands, commercials and markets from consumers experience surveys and retail observation, and many professional articles & reports.

Working wall helps me easily synthesize the information and explore the relationships to reframe and shape the value proposition.

Through understanding trust & credibility, and building enterprise model, I would make organization entirely realize the proposal.

During the design process, I change the traditional usage of toothbrushes and apply the new friendly material on the whole product. It is the most effortless way to change people habits.

Organizational Support The existing toothbrushes manufacturer would have ability to produce this new concept toothbrushes.

My proposal does not only contain the effective reframing and affordable price to change consumers’ habits, but also notice the controllable cost and feasible production process and material for organizations.

•

The technology totally could support the new design. We reframed the product, but we still maintain the same technologies we already have in the market.

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The main material - Silicone is quite cheap and recyclable so it is easy to find reliable suppliers.

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Packaging is to use card boards that are conveyed fresh, friendly, and innovative brand images by many top technological brands nowadays. It is easy to compose and don’t need to spend too much cost.

•

Delivery method don’t need to be adjusted. Portable volume and light weight keep the cost low.

•

Distribution Channel: Dentist office could build trust and credibility to consumers and reachable big retails are convenient for consumers. Brand images and marketing strategies could attract more collaborators or sponsors such as dentists organization to enhance our distribution channel. In addition, Social Media or Key Option Leaders are other effective ways to promote products even build loyalty if the posts are impressive and storytelling.

Course Insights Toothbrushes is one of the most important commodities in our live. People are always pursuing the easiest and most convenient way to use the products. However, there are still many problems on toothbrushes when people use, and its usage haven’t been changed for a long time. As to keep pace with the development of society, we have to find out the best solution for our next generation.

In this project, through various design research methods, I integrate researches, experts perspectives, consumers experiences, and personal observation to develop the most ergonomic model to influence the people habits and upgrade our lives.

Overall, after a series of researches, discussions with classmates, and project developments, we know how to apply design theory into design project from data collections to realization proposal. The management of the design process is related to comprehensive strategies and business models.

- Alan Liu

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