Kids don't brush their teeth for 2 minutes—the recommended time by dentists
Kids mentally disengage from brushing their teeth and then physically stop before having brushed for 2 minutes—the recommended time by dentists. They either become distracted or disinterested from the task and the nightly routine.
Dissolving toothpaste chews
Our solution intervenes in the core toothbrushing engagement—the breaking apart of toothpaste with the brush inside the mouth. By using the insights we gained from users and applying them to the core engagement of toothbrushing, we could achieve engagement for 2 minutes by children.
We created a sensorial experience that leverages color and flavor. We added the element of chance by mismatching colors and the flavors we associate with them.
Home-visits and interviews
We visited the homes of four boys and one girl, all under 12 years old. We asked them and their parents to demonstrate their nightly routines and observed them as they got ready for bed. We also observed their parents' oral care routines and asked about their family's eating habits and how they talk about oral health with their children.
Our questions centered around how they buy oral care products for their kids, how their kids influence the buying decisions, and how their oral care routines respond to having or not having influence on these decisions.
During a home-visit, we asked a mother to show us how her nightly oral care routine. She teaches her children to replicate it.
Kids disengage from brushing if they don't like the color of their toothbrush
A kid's favorite color changes all the time, and so they constantly ask their parents to buy them toothbrushes with their new favorite color. If the toothbrush isn't in their new favorite color, they will be reluctant to use it and disengage before having brushed for 2 minutes.
understanding different types of users
User journey mapping
We prototyped three ideas and brought them to a local park to test with users and their parents. Parents wanted new, fun ways to get their kids to brush their teeth. They liked the colorful elements of our prototypes. They also liked the integrated element of chance into their kids' nighttime oral care routines.