The project started in a fuzzy front end phase focused on a core behavioral challenge—helping kids brush their teeth consistently and effectively, which is a well-known but poorly solved problem space.

We began by conducting parent and child interviews, behavioral observations, and benchmarking existing solutions to understand why current products fail in real use. The main issues weren’t just physical design—they were low engagement, short brushing duration, and lack of feedback loops that sustain behavior.

From this research, we synthesized key behavioral drivers around play, reward, and interaction feedback. Rather than moving directly into ideation, we used these insights to define clear design principles that guided the direction of the concepts.

We then translated those principles into a structured concept development process, working through multiple directions and narrowing them using user feedback and feasibility constraints.

The outcome was a toothbrush system that combines oral care with interactive behavioral reinforcement, designed not just as a product, but as a tool to improve brushing habits through engagement and feedback.