Colgate Connected Health
A smart toothbrush companion consumer app, that aims to empower users with personalized insights and real-time feedback, enabling them to make informed decisions about their brushing routines
OVERVIEW
GOAL
Incentivizes healthy brushing habits through gamification
MY ROLE
Product Designer
TASKS
UX/UI Design
Wireframing
User Research
Prototyping
Original Connected Health App
Background
Colgate's Connected Health app aimed at incentivizing users to brush their teeth twice per day, despite this 30% of users still only brushed once per day. The average brushing frequency of the entire user base was 1.3 times per day. As a team, we were tasked with elevating the brushing frequency of our user base. With the goal of promoting better oral health and a more engaged user experience, our responsibility was to conceptualize and develop new features and enhance existing ones. This project required a collaborative effort aimed at not only meeting our users' needs, driving them towards consistent and effective oral care routines. It was a dynamic and exciting challenge that encouraged us to think creatively and innovate in ways outside of typical oral care apps.
Approach
In order to effectively get users to improve their brushing frequency, we developed a multifaceted approach to what we would build. Using gamification as a guide established that we needed to create a rewards system and a brush tracking system that allows users to not only keep track of their brushing session but also to be rewarded for them as well. The core idea was every time a user completed a brushing session, they would earn one point—equivalent to one cent in USD. This micro-incentive approach was intended to create a tangible value for brushing, reinforcing good behavior in a way that felt both fun and rewarding. Users would be able to track their progress, allowing them to see their point balance grow with each brushing session. Lastly we updated the in-app store to accept the user points as a form of currency.
Asking users to immediately begin a brushing streak would have been too much of an ask to start with. So in order to slowly onboard a user into a brushing streak we developed challenges that would popup. In the beginning the challenge would be very small, only asking users to complete 2 days of brushing twice per day. Upon successfully meeting this initial milestone, we reward them with 50 Smile Points. Simultaneously, we'd introduce a slightly longer challenge, gradually guiding users into a more extended streak duration. This gradual progression was designed to facilitate users in organically building their brushing streak over time, rather than demanding an immediate and potentially overwhelming commitment. The goal was to empower users to embark on their habit-building journey at a pace that feels both manageable and sustainable.
Impact
Brushing Frequency
1.8x Per day
Streaks
2309 New brushing streaks started
In-App Spending
$43,789 spent in-app