The Power of Details
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Designing a Luxurious
ORAL-HEALTH CARE Routine
Project: Sonicare 3900 Series
Brand: Philips
Year: 2022
#Detailing #ColorMaterialFinishing #Accessories #OralHealthCare
Sonicare 3900 series is a project where we made small but meaningful upgrades based on the existing Sonicare 2400 series. This is our first product specifically targeted for exclusive sales on the Douyin platform, focusing on new white-collar workers and the middle class in tier 2-3 cities. While the project may not be a revolutionary innovation, we made thoughtful upgrades to the details, CMF (Color, Material, Finish), and accessory designs based on initial user group analysis. These small innovations aim to enhance the overall user experience for this particular demographic.
Through our early focus group research, we discovered that "relaxation" has become an important daily activity, especially for users with stressful lifestyles in fast-paced cities. With this in mind, we aimed to offer users a holistic oral massage experience. This includes a spa massage feature, a unique bristle design, and a compact travel case that allows users to enjoy a delightful oral cleaning and massage treatment every time and everywhere. Our goal is to bring relaxation and comfort to users' daily routines, making their oral care experience not only effective but also a moment of enjoyment.
When designing the travel case for the Sonicare 3900 series, we started by using simple mock-ups to study how to organize the internal components in a way that maximized storage while keeping the case compact. This initial exploration helped us determine the most efficient layout to ensure the case could hold all the necessary items without compromising on portability.
The goal was to create a balance between functionality and convenience, allowing users to easily carry and access their items while maintaining a sleek and compact design.
During the ideation phase, we also collaborated with other designers to explore various possibilities for the travel case's details, focusing on making it both stylish and user-friendly. One key feature we explored was enhancing the experience of opening the case, creating a sense of ritual and sophistication. We incorporated a metal bar that aids in opening the case, providing users with leverage for a smoother, easier action. This subtle design detail evokes the feeling of opening a stylish wallet, adding an elegant touch to the overall user experience. Our aim was to combine functionality with a premium aesthetic that would resonate with users looking for both practicality and a sense of luxury.
We also used 3D printing to validate the feasibility and usability of the travel case idea.
The biggest challenge was determining the optimal capacity for the case—ensuring it could hold all necessary items without becoming too bulky. At the same time, we needed to design a way to securely and hygienically store the items while ensuring they were easy to access. Through rapid prototyping, we were able to fine-tune the internal layout and features, making sure the case struck the right balance between practicality and compactness. This iterative process allowed us to address the functional needs while also ensuring the case remained sleek and user-friendly.
We worked closely with the R&D team to develop the spa mode. The idea was to alternate between different vibration patterns, carefully researching how to create a sensation similar to a gum massage. We focused on finding the right rhythm and frequency to ensure users could feel the therapeutic effect.
Additionally, we redesigned the brush head and selected the ideal bristles specifically for the spa mode, ensuring a gentle yet effective brushing experience that would provide both cleaning and relaxation benefits. This involved extensive testing to balance comfort and performance for a holistic oral care experience.
For the spa mode-specific brush head, we designed it with a unique structure: the outer bristles are soft, while the inner bristles are firmer. The outer layer of bristles has an inward curve, allowing for broader coverage to clean the teeth more effectively, while the inner layer is raised in a dome shape to target and clean hard-to-reach areas with precision.
In the initial research phase, we collaborated with MetrixLab to conduct two focus group discussions in Shanghai and Chengdu. The goal was to gain deeper insights into consumer preferences for CMF (Color, Material, and Finish) design. These discussions provided valuable understanding of the target market's views and needs regarding design details. Following this, we created several CMF samples for evaluation, conducting repeated testing and gathering feedback on the sensory experience. This process was crucial in shaping the design direction moving forward.
The final product was launched in 2022 and quickly gained significant popularity among Chinese consumers, receiving strong recognition from the company’s business stakeholders. It was subsequently launched in Hong Kong and Taiwan. The product's design excellence was further validated by its win of the 2023 iF Design Award, cementing its reputation for innovation and quality. This recognition reflects the success of the product in both the local and international markets.
