Challenge:
By harnessing the latest in Bluetooth connectivity, there was an opportunity to create a new product with a holistic brushing experience for kids using a Philips Sonicare brush that was so compelling that they would proactively brush their teeth. At the same time, users would learn proper brushing techniques that would benefit their health for decades to come.
Additionally, as Philips Sonicare for Kids is a FDA regulated medical device, there needed to be supporting evidence that the companion application would add meaningful value regarding engagement levels.
Approach:
We started with identifying what would truly motivate our audience, which we unearthed through several rounds of contextual interviews in participants’ homes, early prototypes and concept tests, real-time data analytics, and even visits to numerous dental offices, to ensure professional feedback and product engagement data was incorporated into the product’s value proposition during product development. This led to a very powerful insight: while most kids turn brushing into a battle, they don’t actually dislike it. This sparked many product improvement ideas, and helped us with the healthcare mobile app development phase.
Solution:
We needed kids to feel empowered to brush on their own, while still providing significant education around how and why to brush. This led to the creation of Sparkly during app development, a character designed to trigger care and nurturing impluses in kids, improving customer motivation to brush while sparking a strong emotional connection with the character.
Because of Sparkly’s tiny arms, kids must help him by following along with the guidance on the mobile app screen twice a day.
The healthcare app showcases the desired movement of the toothbrush, providing real-time coaching for proper technique as instructed by dental professionals, enhancing the overall customer experience.
Result:
Over time, kids feel empowered to use the connected Philips Sonicare kids brush without the assistance of mom or dad, increasing product engagement, while parents are able to monitor their kids’ brushing through a parent-friendly dashboard that follows strict COPPA guidelines.
Brushing has become not only a habit and routine, but fun, and Philips Sonicare for Kids is instilling healthy oral healthcare benefits that will last a lifetime.
