Portfolio Product Design - HUE

HUE This book logs all of the Research and Development for my Major Project

Callum West Product Design Student Sheffield Hallam University 21.05.19

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Contents General Research Design Question & Dissection

004 | 007

Environmental Trends

012 | 013

Social Trends

008 | 009

Demographic Trends

014 | 015

Technological & Economic Trends

010 | 011

Market Research Government & Plastic

018| 019

The Generation & The Market

026 | 027

Consumer & Influencer Impacts

034 | 037

Market & Sustainability

020 | 021

Product Desirability

028 | 029

Product Influencer Interview

038 | 039

iGen & Consumer Profiling

022 | 025

The Dental Market

030 | 033

Consumer Questionnaire

040 | 051

054 | 071

Refined Product Research Current Product investigations

Material Research

076 | 079

Marketing

084 | 087

Professional Opinions & Regulations 072 | 073

Adding Product Value

080 | 081

Consumer Needs & Wants

088 | 089

Product Impact

074 | 075

“LARQ�

082 | 083

092 | 093

Concept One

108 | 109

Further Development

118 | 127

Design Trends & Inspiration

094| 099

Concept Development

110 | 115

Colour Trends Research

128 | 131

Initial Design Exploration

100 | 107

Concept Two

116 | 117

Product | Brand Name

134 | 137

Graphics

150 | 151

Design | Justification | Tick

156 | 157

Final Concept & Development

138 | 141

Instructions

152| 153

Brand Product Range Proposal

142 | 149

Final Design Prototype

154 | 155

Initial Manufacturing Thoughts

160 | 161

LED Lights

166 | 167

Instruction & Material Refinement

174 | 177

Manufacturing Development

162 | 163

Product Packaging

168 | 169

Yodex Exhibition Feedback

178 | 181

Final Manufacturing Development

164 | 165

Colour Execution

170 | 173

Full Product Breakdown

184 | 185

The Lifestyle Brand

198 | 199

Evaluation

206 | 207

Sustainability & Transport

186 | 189

Sub-Products

200| 201

Product imagery

208 | 213

Final User Interactions

190 | 197

Visual Merchandising

202 | 205

Bibliography

214 | 218

Design Concept Exploration Brief

Concept Refinement Stage

Manufacturing Refinement

Full Product Execution

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WHERE IS THE PROJECT GOING?

THE INTRODUCTION

Research report that displays an insightful review of the dental hygiene industry and the opportunities that design has to impact on that market.

CONSUMER LEAD 03 | 12 | 2018

This report is a comprehensive review that targets a chosen area of research in attempt to highlight any new developments within that field which can mature into an astute design project. Dental hygiene is a topic that people are constantly reminded of, whether it be on social media applications or television adverts. Therefore, the research carried out is going to explore the breadth of this industry and how it effects millennials in today’s modern society. In order to draw out all relevant information within the industry both qualitative and quantitative data will be used. This data will be collected by both primary and secondary sources in the format of articles, reports and questionnaires etc... It is hoped that this mixed method approach to retrieving research will expose up to date and relevant information that can conduct a interesting design project.

1.0 Precise research question How can design impact the future in personal dental hygiene as a domestic product for millennials?

1.1 Research aims | goals To design a dental product that meets visual trends whilst increasing quality of results and overall efficiency in oral healthcare for millennials.

1.2 Objective | Steps to achieve end goal What are the current trends millennials are showing?

How are current dental procedures carried out at home by millennials?

Who are the major influencers in dental hygiene for millennials?

What are the opinions of active professionals opinion on current dental hygiene products?

How big is the dental hygiene market and who are the market leaders?

How does social media have an impact on healthcare?

What are millennials attitudes toward domestic hygiene products?

Are there any major developments & innovations in the Oral healthcare market?

To get to the end goal (1.1) the designer has set up a series of questions that will help guide the report in attempt to get the most relevant information required to carry out a project in the dental hygiene market for millennials.

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1.3 Deciphering the research question To ensure that a well rounded research report is produced it was prudent to decipher the initial question and identify the key features that would highlight any interesting outcomes. Four key words were pulled out of the question and analysed which should help direct the project to producing a dental product for milliennials.

How can design impact the future in personal dental hygiene as a domestic product for millennials?

Future

What new technologies are being developed within the industry and how is this going to have an impact on consumer attitudes?

Hygiene

There is a taboo when it comes to speaking about personal hygiene, how can a designer gain information about common hygiene processes?

Domestic

What is a domestic product and where are these products being used? Are there opportunities to improve the products within this industry?

Millennials

What is the targeted age or gender? Do they have a daily routine which is governed by a professional job? Do millennials differ between cultures?

1.4 Research methodology The research in this report will take a mixed method approach with a collection of both qualitative and quantitative data on a primary and secondary basis.

The secondary information will serve well in guiding the project closer to the end goal (please refer to section 1.1). It will be used to answer the wider questions that surround the whole project and identify specific areas that may be of interest or have an impact on the project.

To gain knowledge that is current and fresh that displays information of millennials today a survey/questionnaire will be developed to identify specific aspects of the project. This questionnaire will be made with the intention of receiving recommendations for the project.

1.5 Research Ethics The primary and secondary research will be carried out anonymously as this will minimise the risk of ethical violations and keep the individuals lives private. Also this will reduced the risk of creating bias data. It will be stated on the survey that by completing the forms provided they are consented by proxy.

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WHAT ARE THE CURRENT TRENDS MILLENNIALS ARE SHOWING? 2.0 SOCIAL TRENDS According to internetworldststats.com the UK has a population of 66.573.504 in 2018 and 94.7% those people were active internet users in Dec 2017. This shows that the internet has become a necessity in the majority of people lives, no more so than millennials which a report states that students roughly spend at least 100 minutes per day on social media alone (Wang Chen, 2011). Industries have been jumping on this marketing opportunity and are investing more time into building relationships with their consumers over social media platforms such as, Facebook, Instagram and snapchat.

A study also states that “87% of millennials use between two and three tech devices at least once on a daily basis� (Shawn B, 2016).

The relationship between millennials and online platforms are continuing to grow and is highlighted that 93% of millennials do not schedule healthcare visits and therefore rely on online forums and blogs when seeking medical advice (Andrew A, 2018). It has developed to a stage that millennials are so connected with one another online that they trust each other more so than the institutions and manufacturers in the industry.

Impact on initial question...

Well as stated previously Millennials are seeking to take matters into their own hands and therefore feel that they no longer require the need to have, one two one, professional opinions in result will not want to go to a dental surgeon when they trust the opinion of active internet users across the world wide web.

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WHAT ARE THE CURRENT TRENDS MILLENNIALS ARE SHOWING? 2.01 TECHNOLOGICAL TRENDS

2.02 ECONOMIC TRENDS

Following from the points raised in millennial social trends (2.0) there has also been an ever increasing number of applications that millennials can use on a day to day basis that monitors their current health state.

Devices like ‘Fitbits’ and ‘Iwatches’ (See image below) are now analysing individuals daily routines and giving the user feedback on certain aspects of their life, for example, how many calories have been burned that day. (Andrew A, 2018) This is showing clear development in everyday domestic products becoming increasingly smarter allowing millennials to carry out tasks at home that were once performed on a one to one professional level.

(HSE Gov, 2018) Expressed that ‘30.7Million working days lost due to work-related ill health and non-fatal workplace injuries in 2017|18’. Out of that overall figure 15.4Million of those days are claimed to be lost due to stress, depression and anxiety in or out of the workplace. This raises the question of what is causing mental health in UK, could delayed effects of social media be impacting current millennials which is causing a ripple effect in there attitudes towards work and other aspects of life. Social media and its impact on millennials explored in section (?.?).

Technological processes like 3D printing is becoming more relevant in many different industries, this is no different for the dental industry where is it is more popular to use print oral healthcare products using a resin based material. According to (Tyson D,2018) resin 3D printing is capable fine details that are required for dental devices and are preferred to digital design options. A report by (Sharon G, 2016) conveys that 3D printing has got to a stage where the “University of Groningen in the Netherlands, are working with recipes that could add tooth decayfighting chemicals to 3D printed teeth”.

Furthermore, there has been a big interest innovations that focus on prevention. Which has lead to developments in more advanced domestic dental equipment which are installed with cameras and location trackers that identifies the areas where the user is not brushing enough (Sharon G, 2016).

The latest figures produced by Christie & Co shows that the dental market has grown by 12.3% throughout 2017 which reflects positively for active professional in the industry as the sales increase by 14.9% (Seb E, 2018).

Prevalence of mental health in employment:

Employed - Full time

Employed - Part time

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Impact on initial question...

The design may need to stay up to date in the market in order to be classed as relevant which in turn could have a knock on, positive effect on the industry.

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WHAT ARE THE CURRENT TRENDS MILLENNIALS ARE SHOWING? 2.03 ENVIRONMENTAL TRENDS Plastic is one of the biggest influences to world pollution and it is a material that is commonly used in the dental industry.

(Douglas Lobar, 2018) displays in an informative info-graphic that 300million tonnes of plastic will be produced world wide in 2019 which will contribute to adding 14 Billion pounds of trash to the ocean.

60-90% of this trash is said to be made up of plastic which has fatal effects of 100,000 mammals each year and over 1 Million sea birds. This is something that has to be considered in everyday design because the decisions designers make now are going to have a huge impact on generations to come.

Earthday.org investigates the impact of

Impact on initial question...

This research will have massive impact on the initial question section 1.1. Unfortunately in the dental industry removing plastic out of the equation may be detrimental to everyday services due to plastic’s chemical and corrosion resistant properties. This does not however mean there is no room for improvement, many consumer dental products are heavily reliant on plastic and therefore displays an opportunity to design the product with the intention of reducing the amount of plastic being used which could have a ripple effect on reducing the whole size of the final product which in turn could reduce the overall carbon footprint.

plastics and produces a fact sheet on ‘single use plastics’. The website states that there will again be 300million tonnes of plastic produced but over half of this plastic is for a single use product. A single use product is a product that is designed to be used once and then disposed off, for example, straws or dental floss harps or sticks (See image below).

In 2018 earthwatch.org.uk produced a survey on the attitudes towards plastics of which had 800 respondents. of people say they are concerned or very concerned about plastic pollution. of people say they’d like to do more to reduce their personal plastic waste of people think we use too much single-use plastic and in most cases we should try find alternatives of people say that in tackling plastic waste, businesses should prioritise reducing the plastic they use in designing and making products

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WHAT ARE THE CURRENT TRENDS MILLENNIALS ARE SHOWING? 2.04 DEMOGRAPHIC TRENDS This section of the report is going to explore the demographical trends that are shown throughout multiple industries in hope to get an understanding of what makes generations differ. The generations that are being targeted are Generation Y, commonly known as millennials whom are born between 1977-1995 and Generation Z known as ‘iGen’ whom are born from 1996 - TBD. The following data was produced by (Matt K, 2015).

Most used device on average per week: iGen

Millennials

15.4HRS

14.8HRS

13.2HRS

14.8HRS

10.6HRS

16.4HRS

Top social sites used daily: iGen Facebook

Millennials Instagram

Snapchat

Twitter

Youtube

Google

Percentage of demographic group that want to change the world: iGen

Millennials

60% of the ‘iGen’ demographic

39% of the ‘Millennials’ demographic

group want to change the world

group want to change the world

What does this mean regarding the initial question? The research found in both this section (2.4) and section (2.3) has governed a change in a approach for this project. It has been identified that the dental industry is in desperate need for sustainable development. According to the demographic data, the ‘iGen’ generation seem to be more passionate about changing the world and want to make a difference. Following from this, the generation also are more engaged in social media platforms like, instagram and Youtube in comparison to millennials and are therefore more likely to seek advice via such sites.

This data also raises many questions, such as, How does this change in social media and increase in technological use effect the up and coming generation? Is Generation Z influenced by youtubers in terms of what they do and buy? What impact does social media have on advertisement and sales? The questions will be explored further in section (3.02)

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Reflection The key points that has stood out so far, Millennials and the iGen generations aren’t miles apart from each other in terms of characteristics and values. Both generations share the same social trends, seeking medical advice from the internet rather than working professionals in the field (section 2.0). This exposes an opportunity to develop a tool that suits being displayed online. Technological advances has added to this shift due to release of products into the market that allow the user to monitor certain aspects of their lives (section 2.01).

Currently the dental industry contributes to the huge amount of plastic that ends up on landfill or in our oceans. This is something that has is to change. As generations move on sustainable priorities seem to be becoming more apparent (section 2.03).

Adapting the question...

How can design impact the future in personal dental hygiene as a domestic product for millennials?

Upon reflection it seems that Generation Z should be included as a relevant generation to base this project on due the demographic group wanting to change the world (section 2.04).

Moving forward, the report will need to investigate more into the lives of Generation Z in order to create a clear image of what this group has to offer. Also, due to the amount of interaction this group has on the internet it would be prudent to investigate further into the impact of the internet and social platforms, and how this effects advertisement and sales.

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Market Research Government & Plastic

004 | 007

The Generation & The Market

004 | 007

Consumer & Influencer Impacts

004 | 007

Market & Sustainability

008 | 009

Product Desirability

008 | 009

Product Influencer Interview

008 | 009

iGen & Consumer Profiling

010 | 011

The Dental Market

010 | 011

Consumer Questionnaire

010 | 011

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Government & tackling the plastic problem March 2018 Over the years the government have enforced laws and legislations in order to tackle the plastic problem. As a result, landfill waste has decreased by 65% since the year 2000.

An example of this change would be that the government are using tax as a way to reducing single use plastic waste. The 5p charge on single use plastic bags has caused a reduction in use by 80%.

What does this mean for manufacturers?

Manufacturers may experience higher chargers from the result of using non sustainable materials like plastics which will go to recycling their produce.

What does this mean for the consumer?

If manufacturers cost are increasing due to regulations then this could effect the final price of the product in result the consumer may have to pay more for the final product.

Is there a solution?

Taking a pro-active approach rather than a reactive one. If done then manufacturers could produce products out of sustainable materials that will reduce the negative impact on the environment.

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Dental market and sustainability The impact of toothbrushes on the environment

Why aren’t companies producing sustainable products?

According to (Jess D, 2018) it is estimated that 3.6 billion toothbrushes are use yearly and roughly 80% of these will end up in the sea.

Although not directly related to the dental market, it falls under the same umbrella as the beauty industry. An industry that produces 142.6 billion units of packaging a year which mostly ends up in landfill.

Dental products are made from harmful chemicals, such as crude oil and petroleum.

Electric toothbrushes batteries can leak out harmful acids that can harm the oceans.

Oil is a finite resource and therefore plastic production in the industry drains that resource.

The plastic used cannot be burnt and therefore cant generate fuel. Instead when burnt, they release even more hazardous chemicals into the environment.

In an article published on business of fashion (.com) by (Tomison O, 2018) it quotes that consumers... “just couldn’t wrap their heads around that it was luxury and it was green, all in one”.

Furthermore, it is expressed in the publication that there are a lack of movement in the production of sustainable products, ranging from start-up companies and larger manufacturers not committing to the change.

(Andrew M, 2018) states that “Brands may not initially see an immediate return on investment, consumer may not be flocking it. However, if they’re making those moves now, they’ll be seen as a pioneer in this area”.

Probing the consumers reaction Dental products are something consumers use everyday. It would therefore be interesting to find out the consumer reaction to the market and its impact it has on the environment.

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3.0 A book written by (Jean Twenge, 2017) explores the up and coming generation known as ‘iGen’ and gives an in depth overview of this generation and how they differ from its predecessors.

Jean states, that ‘income inequality is creating a deep insecurity among iGen’ers, who worry about doing the right thing to become financially successful’ which also links the point made in (see section 3.04) of which expresses the point of ‘social validation’ among iGen’ers. The world is at a stage now where this generation are dominating the majority of the 18-29 age market and therefore and going to be the ones who are going to make the big change for the future. Therefore is has become even more important to target this generation with designs that will reduce the impact on the environment, yet still be appealing to buy on a mass produced scale. ‘visioncritical.com’ created a demographic info-graphic which had 3000 respondents aged between 12-24. The information states that 78% of respondents find social media sponsored advertisement appealing. 77% also find that youtube sponsored advertisement appealing. This is showing that brands will have to adapt their marketing strategies in order to appeal to this generation.

What does this mean?

It is apparent that there are millions of single use, harmful plastic products within the dental market and therefore it would be vital to try and use social media to show the current demographic that there is a different path to be taken.

But why are industries not targeting the consumers who are going to make a difference for our future? This warrants an investigation into how are milliennials and the iGen generations are being targeted and how this could influence bringing a sustainable product to market.

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Consumer profiling Age range: 16 - 40 Gender: All genders Occupational area: Fashion, Design, accountancy, sales etc...

Consumer characteristics Typically spend a lot of time on their phone (13 - 16 hours weekly) Use mostly social media apps: Snapchat, Instagram and Youtube Are concerned about current affairs and the impact humans are having on the environment.

The consumer would care for their self image and often invests in products that may improve their image.

Rather than seeking professional advice or investing in a professional service, this consumer will buy products with the intention of improving their personal wellness or image.

The consumer wants results fast at little cost.

Why the consumer?

The consumer profile has been created based upon the research of both the millennial and iGen generations. The online article (Rebbeca F, 2018) suggests that the cut off between millenials and iGen been a debate for some time and for this reason the project will focus on both segments in order to achieve a well rounded product.

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Millennials | iGen, why aren’t they buying into sustainable products?

Sustainability being seen as poor quality In the US alone millennials spent around $200 billion by the end of 2018 but why aren’t the generation buying into sustainable products that they perceive to want. According to Oeko-Tex 60% of millennials are interested in sustainable products yet only 37% say they have actually bought a product.

The issue of millennials not buying into these products is derived from number of companies that are supplying the products, there just are enough sustainable products out there.

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How can this be changed?

“Just couldn’t wrap their heads around that it was luxury and it was green, all in one”

“Sustainability will be the next major battlefield where brands will compete for millennial spend”

The perception of sustainable products needs to be influenced by injecting more products into the market in pursuit to making them more socially acceptable.

The key to this would be to tap into the section of the mind that users use to classify products to make sustainable items more desirable.

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What makes a product desirable?

In a story launched in ‘Kinfolk’ magazine issue 18 by (Austin B, 2018) it explores to prospect of desirability and how it can impact the success of product and its design. The story explores the research of, Dr. Beth Altringer, who has dedicated her research focus on desirability at Harvard University’s Graduate School.

What purpose does desire have on products?

Dr. Altringer believes that “it is human nature to want things” but the desire to have a product can differ. The article follows on to say that desirability plays a key part in decision making in design and clears the mind from unnecessary factors that are not in the best interest for the final outcome.

How does product desirability link to this design project?

The project is challenging the dental market and the negative impacts it has on the world. The industry supplies products that users take for granted, causing them to not consider the issues that surround the product, yet people still buy them. Sustainable products however do good, yet people are reluctant to buy them, this could be due to the product being deemed as less desirable.

How can design increase the desirability of sustainable products?

Finding patterns in the design process in order to influence the final design.

What makes people want to buy that product? Does it give any added benefits? Is the fact that sustainable products are advertised as being sustainable and therefore are less desired, so shouldn’t products be sustainable from the word go and hidden behind beautiful design.

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3.01

DENTAL MARKET TRENDS Water Flossers Water Flossers are used at home for oral healthcare. It is a product that replaces the everyday stringed floss. According to an online article this form of flossing produces 26% better results than traditional flossing methods.

Teeth Whitening According to (Hera C, 2018) Oral care report teeth whitening has continued to increase popularity.

The trend increased by 32% in 2016 and a further 34% in 2017.

Sustainable Toothbrushes There has been a trend in developing sustainable toothbrushes that are made of biodegradable materials that aim to reduce the amount of plastic is used in the industry. Section ???? for more information.

Charcoal Toothpaste Consumers have developed a liking to Charcoal toothpaste which is a product that claims to whiten the users teeth. Product shown right.

Applying the trends to the question...

The teeth whitening trend seems to have made the biggest traction in the past few years and is becoming more apparent in the industry.

Therefore, the project is going to lean into this direction to identify any issues the market segment has.

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3.01

HOW IS DENTAL INDUSTRY ADAPTING FOR THE FUTURE

Markets are all susceptible to change due to many external factors, including exchange rates, advertisement and environmental issues. According to a UK Oral Care report (Hera C, 2018), the annual market sales continue to diminish from its peak in 2016 where 1.08bn pounds worth of sales were produced. Currently the value of sales for 2018 is estimated at 1.06bn. Interestingly, these figures do not correlate with the increase in spending in advertisement. For example, Colgate has more than doubles its spending on promoting ‘Max White Expert Range’ from 3.2 million in 2016 to 6.5 million 2018. Colgate being one of the major competitors in the industry are adapting there marketing strategy and are focusing spending advertising fast track teeth cleaning products. It could be said that the reason for this prioritisation is due to targeting a generation that want results fast.

3.01.2

CASE STUDY : TEETH WHITENING

Company name: HiSmile Founders : Nik Mirkovic & Alex Tomic Launched: December 2014 HiSmile was launched in December 2014 by Nik Mirkovic and Alex Tomic with a $10,000 investment from both partners which had developed to a turnover of $10million by 2016. The company supplies a teeth whitening kit with a respectable following of 650,000 fans worldwide across Facebook, Snapchat and Instagram. “We took all the methods that worked on traditional media and brought them to today’s day and age” expressed by HiSmile. Once the first batch came off the production line half of it was immediately distributed to social media influencers and bloggers which created the foundation to a great business. Tomic claims that “In this day and age, no one’s really watching TV ads” because “everyone’s on Facebook, Instagram and Snapchat”. This approach has lead to the brand breaking into the US and UK market, and is expected to reach a turnover of $40 million in the future. So why has HiSmile done so well? What makes their approach in using social media influencers as an advertisement tool more successful? (Dana M, 2016).

3.02

HOW DOES SOCIAL MEDIA IMPACT ADVERTISEMENT, SALES AND THE WIDER COMMUNITY In the past, there was a sense a mystery when it comes to an individual but online platforms has caused a rise in social media posts and blogging which has developed to a stage where people know the day to day routines of specific individuals who post online. (upfrontanalytics.com) claims that 70% of generation Z watch at least 2 hours of youtube per day.(Jenni M, 2018) Claims that “it also has the power to shapes our aspirations and reinforce our values”. Younger generations are spending more time on there phones and social media accounts (see section 2.04) and therefore are more susceptible to being influenced. This is something that companies like ‘HiSmile’ have acted upon (see section 3.01.2). Companies are using A-list celebrities that younger generations relate to and aspire to be like as a means to promoting products as these people want to do and act like their role models.

This is called “Social Validation” which in short means that “people copy others” (Jenni M, 2018).

Social media stars have a huge reach when it comes to getting information directly to people, some stars have as much as 121 million followers who can be reached by the push of a button.

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CELEBRITY ENDORSEMENTS IMPACT ON ADVERTISEMENT AND SALES 3.03 Celebrity endorsements ranges from the A-list celebrities like footballers and movie stars to reality show celebrities, all of which can play a part in a brands marketing plan to target a specific niche consumer. The book ‘Fashion promotion in practice’ written by Jon Cope & Dennis Maloney states that in 2012 there were 341 known celebrity endorsements deals which on average added ten-million dollars worth of sales annually. This shows that celebrities can have a huge impact on advertisement and sales. According to a report (D.Rajasekar, 2018) ‘the outlook and trust on celebrity are more important for the public’ in comparison to actual experiences using the product.

“A GOOD FIT BETWEEN CELEBRITY AND BRAND IS GENERALLY CONSIDERED TO ADD TO THE PERSUASIVENESS OF ANY ENDORSEMENT, AND IT MAY ALSO INCREASE THE CELEBRITY’S TRUSTWORTHINESS AND APPEAL.” Impact on initial question...

Generations are adapting and as a result are more influenced by their idols. Therefore designing a product that fits into the ‘celebrity lifestyle’ could in turn increase to success of the product and therefore increase the overall desirability of the product, even if sustainability was the products main focus.

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3.04

SOCIAL MEDIA, CELEBRITY ENDORSEMENT IMPACT ON SALES AND ENVIRONMENT

Social media and celebrity endorsements are at the forefront of connecting with iGen’ers and therefore has to be considered when attempting to influence the future of the dental industry. Below shows an example of how celebrities can impact the sales of a singular product, resulting in a knock on affect to the wider community.

The image above shows a standard ‘HiSmile’ product that many celebrities and youtube stars have influenced. The product consists a gum shield, LED light and 3 single use syringes containing the whitening formulae. The impact of celebrity endorsement sales of single use syringes on the environment can be shown in an estimated example below.

KYLIE JENNER

121.000.000

Followers

THREE CELEBRITY INFLUENCERS HAVE A REACH TO A TOTAL OF

274.800.000

CONNOR MCGREGOR

29.800.000

FOLLOWERS ON INSTAGRAM ALONE

Followers

KIM KARDASHIAN

124.000.000

Followers

0.03% OF 274.800.000 EQUALS 824.400 UNIT SALES. 824.400 UNITS SALES EQUALS 2.473.200 SINGLE USE SYRINGES ARE DISPOSED OF

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3.05

INTERVIEW WITH SOCIAL MEDIA INFLUENCER

5. WHY DO YOU THINK TEETH WHITENING HAS BECAME A HUGE SUCCESS? With my generation being obsessed with physical appearances as a results people’s posts anytime & anywhere. We are always looking for fast ways to achieve a professional look for less money. In my opinion, the success of teeth whitening products is due to it being the product of a changing world.

6. WHAT WOULD YOU CHANGE ABOUT THE TEETH WHITENING KIT? I.E. PROCESS/DESIGN Although I agree that a packaging experience is important when investing in a product, I definitely think there is room for improvement for simplifying the products packaging. Whether that is by reducing the amount of plastic used when receiving it in the post or re-designing the way the packaging is so that it can be re-used as a permanent product. What I’ve found is that after I receive the product, I remove it from the packaging and chuck it away as I have little space to store it. It’s unnecessary.

If a product is designed in a sustainable and sleek way, I will 100% invest my time into buying a product if I know I can use the packaging again after removing the product. A good example of this would be when I received a watch which was placed in a frosted glass container with a wooden lid which can be used as a plant holder for growing plants at a steady rate.

7. WHAT WOULD YOU WANT TO SEE MORE OF IN THE DENTAL INDUSTRY. More sustainable packaging and product. I am tired of promoting products that have not thought about the bigger picture and its impact on the environment.

8. ANY OTHER COMMENTS If a product is designed efficiently with sustainable principles yet remains desirable, I think there is a massive gap in the market for these improvements. Using social media platforms to promote sustainable products will increase the overall reach of the product.

3.06

INTERVIEW ANALYSIS The answers given by up and coming youtube influencer, Liv Harrould, coincide with a lot of the data previously discovered in the research of the sector. The generation are seeking fast results and therefore triggering the sales of products such as teeth whitening kits. Liv also solidified the issue of single use plastics being a problem in the industry as she felt that once the product has been used and reviewed, there was no suitable way to store the product.

Furthermore, Liv also feels that already existing sustainable products are not utilising the benefits social media has. This may be because the products that are being design are not suitable for the target audience and are therefore not getting enough traction in order to be recognised.

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Consumer Questionnaire No. of respondents: 100 This questionnaire was constructed to identify consumer problems that are shown throughout the dental market. In total the questionnaire received 100 respondents all of which had answered the questionnaire anonymously and consented by proxy.

Q.1

What is your gender?

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Male Respondents

67

Female Respondents

2

Prefer not to say Respondents

Q.2

What age category do you fit in?

Comment: Fortunately, the major age group that responded were those between the 18-24 age range. This is important as the data will reflect hugely on previous research done on the generation that fit in this category.

Furthermore, designing for a specific market is important but this does not mean other ages become obsolete to the product as different generations can share similar views when it comes to situations.

Under 18 1 18 - 24

63

25 - 34

4

35 - 44

11

Over 45

21

041

Q.3

How important is having white and healthy teeth to you?

Comment: Unsurprisingly, the data from this question came back that 88% of respondents consider having white and healthy teeth, very or extremely important. This could be due to the point made by (Jenni M, 2018) on ‘social validity’, due to the respondents having desires to look like social media influences that they regularly see online.

042

29

Extremely important

59

Very important

11

Not so important

1

Not important at all

Q.4

Would you consider using teeth whitening treatments that promote fast results at an affordable price?

Comment:

Yes

75

No

25

The results produced from this question reflects on the information on Page? as 75% of the respondents would consider using teeth whitening products in the future. This is something that cannot be ignored in the industry, it shows that the industry is evolving into a new type of market and therefore the issues that this will bring, need to be addressed.

043

Q.5

Please rank what is most important to you when buying dental products. ( 1 = most important and 5 = least important)

1.

2.

3.

4.

5.

Fast results

32.56%

12.79%

24.42%

8.14%

22.09%

Fast results

Long lasting results

30.43%

18.48%

23.91%

17.39%

9.78%

Long lasting results

Cost

17.89%

38.95%

14.74%

12.63%

15.79%

Cost

Natural ingredients

11.49%

12.64%

19.54%

32.18%

24.14%

Natural ingredients

Sustainably sourced

7.69%

38.95%

14.74%

12.63%

15.79%

Sustainably sourced

044

Comment: This questions produced some interesting results with ‘fast results’ being placed on the highest priority section. This again shows a big reason as to why products like teeth whitening kits are so popular. Sustainably sourced products were considered to be very important, with 38.95% of respondents placing this category second in their ranking. The least important to the 100 respondents was the use of natural ingredients where 56.32% considered it to be in section 4 or 5.

045

Q.6

When traveling, do you find it difficult to pack your tooth brush and other dental products in a hygienic way?

Comment: There seems to be a recurring theme when it comes to the storage of dental products after use. Liv in the interview expressed that there was no way to store the product after she had used it. This links to the above results as 50% of the respondents found it difficult to store their products hygienically when travelling. This is a big issue in the industry especially because the products being produced are entering the users mouth.

046

50

Yes

50

No

Q.7

How important do you think it is to reduce the amount of plastic being used in everyday products?

Comment:

Extremely important

61

Very important

35

Not so important

2

Not important at all

2

The constant reminder of global warming and environmental issues around the world is having a big impact on the generation of today. 96% of the respondents declared that plastic pollution is an important issue to tackle, 61% though the issues was extremely important. Later on in the project when it comes to making material choices, it is important to keep these figures in mind.

047

Q.8

Have you ever bought a product because you have saw it advertised on social media?

Comment: This data shows that 67% of the respondents have bought a product in the past due to seeing it being advertised on social media. Therefore it is important to remember when designing the product that is should be appealing enough to be advertised on social platforms.

048

67

Yes

33

No

Q.9

Do you think that company’s should make a bigger effort when it comes to producing sustainable products?

Comment: Strongly agree

58

Agree

38

Disagree

3

Strongly disagree

0

97% of respondents agree and strongly agree that company’s should make more of an effort when it comes to producing sustainable products. Therefore designing a product that will fit into the dental market yet will still be sustainable, should hopefully lead the way for future change.

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Q.10

Company’s have different marketing strategies in order to generate sales. Please rank what influences you most when buying a product from a company. ( 1 = most important and 4 = least important )

1.

2.

3.

4.

Environmentally friendly

34.41%

37.63%

16.13%

11.83%

Environmentally friendly

Good reviews on social media

33.67%

25.51%

31.63%

9.18%

Good reviews on social media

Product aesthetics

20.65%

27.17%

36.96%

15.22%

Product aesthetics

Celebrity endorsed

11.24%

6.74%

16.85%

65.17%

Celebrity endorsed

050

Comment: This feedback raised produced some conflicting results, it shows that celebrity endorsed products were considered least important to the 100 respondents yet social media reviews are considered to be most one of the most important things.

This could be due to the social trends that iGener’s and Millennial’s are seeking real reviews from real life people in order to justify their spending on products. Having a product that is environmentally friendly seems to be a recurring theme throughout the results of this questionnaire.

Moving forward...

- Identify the sustainable opportunities in the industry.

- Could there be any design development in specific areas?

- Identify the key players in the industry and their impact.

- Increase knowledge of the teeth whitening trend.

- Look into the consumer process of dental care?

- Are there any regulations when it comes to specific processes?

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Research direction What do we know?

- Millennials & iGen seek medical advice from other people not professionals and usually find this information browsing the internet on apps like instagram and youtube.

- Tech is evolving to allow people to know their physicality easier.

- Plastic is a huge issue in the dental industry.

- Teeth whitening is the future of dental hygiene due to the consumer desiring fast results.

- Teeth whitening kits have room for improvement.

- Sustainable products have been stigmatised to be less desirable in the market causing lack of interest to up coming generations.

What is the aim?

The aim is to investigate further into teeth whitening products and process to see if there are any flaws with the product that would benefit from redesigning.

What do we want to know moving forward?

- What teeth whitening products are there?

- How the process works?

- What are the ingredients?

- How are the products made?

- What impact do these products have on the environment?

- Are there any new products that are influencing sustainable product production.

- What are the material alternatives?

- What are professionals view on the product?

- What are the laws regarding tooth whitening treatments?

- How can certain aspects of design cause added value in a domestic product?

052

Refined Product Research Current Product investigations

Material Research

076 | 079

Marketing

084 | 087

Professional Opinions & Regulations 072 | 073

054 | 071

Adding Product Value

080 | 081

Consumer Needs & Wants

088 | 089

Product Impact

“LARQ”

082 | 083

074 | 075

053

Different cause to tooth discolouring Similarly to the natural event of growing grey hair, teeth unavoidably will discolour as an individual gets older. However there are certain actions that could increase or decrease the amount of discolouring.

- Coffee/Tea drinking - Some kinds of medication - Childhood tooth trauma or infection - Smoking

https://www.oglf.org/does-uvlight-whiten-your-teeth/

Proactive vs Reactive User can do things that will prevent or slow down discolouring such as drinking water after drink that may cause stains. People may also choose to avoid possible staining foods.

054

The teeth whitening products are there for those who have noticed they have got some discolouring and therefore want that the change. That being said many users in the survey said they would consider using teeth whitening products but may not necessarily have bad teeth.

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Existing Product Analysis What products are already out on the market?

There are many DIY teeth whitening products in the market, therefore, Investigating what makes these products different is important in order to gauge ideas on how to produce a product that will be different to those that have already broke through into the market. Multiple teeth whitening products were bought and investigated as shown in the images.

What was the outcome of this exercise?

- Refering Pg 037, packaging of both product was large and therefore doesn’t maximise efficiency and increases carbon footprint.

- The design lacked personality and was regarded to many as a very medical look.

Therefore a design could be developed to improve the relationship between the user and product on a visual level.

- Both products had clear instructions to use the product.

- One had a case and the other did not.

- Both products where covered in white, which displays an opportunity to use colour to differentiate the design.

057

It is hard to go on any form of social media and not be confronted with a HiSmile advert or someone endorsing their product. The product has been a global success since it was launched at the end of 2014. The brand focuses there attention on the marketing of the product which seems to be to key to their success. The company has a range of products, including day & night tooth paste, coconuts mouth wash, teeth whitening pens and their signature product the teeth whitening kit they sell for just ÂŁ50.

Company sustainability goals & achievements HiSmile have not got any statements released regarding sustainability and how they plan to reduce the environmental impact their product produces.

059

3x Syringes with gel 1x Mouth tray 1x LED Light 1x Shade Guide 1x Instructions manual

060

PROCESS PICTURES WITH LIV

Observational research What happened?

The user gave a great insight to how the product is used and therefore identified any problems with the product and its process.

The first observation was regarding the amount of packaging the overall product had, it was extensive and unnecessary.

Secondly, the user found it difficult to attach the silicon mouth tray to the LED product. The user then applied the gel with the syringe and disposed the syringe.

The product was then kept in the mouth for 20mins which activated the gel in order to whiten the user’s teeth.

Once completed it revealed the amount of lipstick that had been left on the product directly above the grove to connect two different materials.

How can this product be improved?

The overall hygiene of the product is questionable and could be improved if there was a re-design. Also once the user had finished with the product the only other option was to put the product back in its original packaging, which is also not suitable for a hygiene reasons.

063

The process of using a teeth whitening product

Stage 1.

Prep teeth by carrying out usual routine i.e. brushing teeth to remove any bacteria.

Stage 2.

Attach mouth tray to the LED light ready for the product to be used.

Stage 3.

Using the syringes provided, apply the teeth whitening solution to top and bottom of the mouth tray.

064

Stage 6.

The tray is then placed in the users mouth and the button is pressed to activate the LED light.

Wait 10 minutes for the process to be completed.

Stage 5.

Brighter, whiter teeth are achieved after the process is finished. For better results the process is repeated. 3 syringes are provided which can be used 6 times.

What does this process identify?

Positives, negatives & improvements The positive about the process it that it only takes a short amount of time to achieve the results the client is looking for. The negative come near the end of the process when the act of whitening teeth it completed. Once the mouth tray is washed there is no hygienic place to put the item which in turn could cause development of bacteria and therefore could cause health issues to the user. This therefore displays an opportunity for the product to be improved.

065

Reverse engineering What are the components?

1. LED Plastic Case 2. Silicon Mouth Tray 3. Plastic Attachment 4. LED Circuit Board 5. 2x Batteries 6. Battery Cap 7. Silicon Button 8. Vacuum Formed Trays 9. 3x Gel Syringes 10. Instructions Manual 11. Whitener Guide 12. Boxed Packaging

Considerations moving forward...

The reverse engineering has revealed some interested points to consider when moving forward with the design process. Firstly, it solidifies to point made in the observation research, when disassembled it revealed further build up of dirt after user use (Pictured Left). This build does have contact with the users mouth and therefore raises health and safety issues.

Furthermore, there was an incredible amount of dead space when revealing how the product was packaged. Having dead space could increase the other size of the product and therefore each unit would require more space in transit which in turn would increase the overall carbon footprint of the product. Reducing the carbon footprint of the product would decrease the Co2 emissions released into the atmosphere thus decreasing the environmental effect.

067

Outlining all of the product issues Made for the throw-away culture Syringes are used during the process of teeth whitening to apply the gel to the mouth tray. Therefore could there be a way to adapt the product to reduce the impact on the environment but not effect the overall efficiency.

Hygiene has not been considered There is a groove directly below where the users lip would be. This groove has the potential to pick up dirt and bacteria, which could be a health risk.

Product has not been designed for travel The product has been designed with a number of separate pieces that make it difficult to travel with. The mouth piece has no way of being packed hygienically, which could cause further health risks.

Product aesthetics are questionable The aesthetics of the product aren’t ground breaking and there is a potential to apply current visual product trends to increase the desirability of the product.

Is the product packaging necessary?

The packaging the product came in is extensive and unnecessary and could be reduced to decreased the impact it has on the environment and potentially reduce the overall carbon footprint.

Single-use Syringes Is there a way to reduce the amount of plastic used for the gel. Currently the product uses 3 plastic syringes, is this necessary?

Product feedback Users have stated that it is difficult to understand when the product has finished its process therefore this could be improved.

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Ingredients required for the teeth whitening gel.

Menthol Added for flavour purposes

EDTA Responsible for removing bacteria from the surface of teeth to enhance oxygenation process.

Carbomer Helps stabilise the substance causing it less likely to separate.

Carbamide Peroxide Oxidising agent that breaks down the stains on the surface of your teeth

Glycerin Thickens and controls the gel to prevent it from reaching the gum tissues.

The above pie chart is a visual representation on how many of each ingredient is added to DIY teeth whitening kits.

However, this can vary between different products, regulations have been put in place which limits the amount of Carbamide Peroxide can be added to the substance. Typically the limit is about 6%.

Some products however boast a full natural recipe which consists Sodium bicarbonate and Sodium Chlorite. This route would be more suitable to our target consumer as they are concerned about the after effects products and how that may effect their health.

It is important to make clear at this early stage that the main focus of this project is to develop a project that is focused on the user and there experience. It will not be going into detail on the chemistry of the substance used in the whitening process.

070

Professional opinions on teeth whitening

Teeth whitening rules & regulations

Information was sourced by online youtube channel known as ‘The Doctors’ of which investigates the new teeth whitening trend and its health risks.

The NHS has stated that teeth whitening should only be carried out by trained dentists and is otherwise classed as being illegal. However, home DIY kits are available and are legal, but these methods carry their own risks. The risks are lack of actual results and the potential to experience sensitivity if the chemicals are exposed to the user’s gum.

Dentist Dr. Chris Strandburg Dr. Strandburg expresses that his clients ‘didn’t experience any sensitivity, which is always a concern’ he follows on to say they he doesn’t see the reason not to try it. (The Doctors, 2017) Dr. Sako Karakozian Dr. Karakozian states that the LED light that is promoted to be the cause of whitening your teeth is ‘questionable’ and thinks that the only way it may have an impact is by drying out your teeth due to the heat emissions. Dr. Karakozian suggests that the LED lights actually purpose seems to be to catch the users attention (Haptic feedback) Regarding health risks, Dr karakozian expresses that the use of these products over a long can cause ‘Pores to open up making them more susceptible to decay or even staining’.

(The Doctors, 2016)

Consumer attitudes towards whitening products Referencing the data shown collected in the question, specifically question 5, the next generation are seeking fast results and this is what the product offers, a fast solution. Therefore may disregard the potential risks in order to achieve fast results and fit in with their peers.

Why have teeth whitening products got LED lights if they are not increasing the quality of results?

‘Haptics” The feedback to users when a product is touched.

An example of haptic feedback is the vibration feedback when pressing the home button on a smart-phone (shown right). The feedback from teeth whitening products would be the light it emits when the product is in use and therefore is catching the eye of consumers which could be causing them to want the product.

073

DIY Teeth whitening kits It states on gdc-uk.org that teeth whitening products that are sold with less than 0.1% hydrogen peroxide contents are legally allowed to be sold in the Europe. This is the reason why HiSmile are able to sell their product as the gel they use to whiten teeth is derived from natural ingredients.

What does this mean for the product?

Moving forward this means that the product must abide by the laws provided and the gel used must not breach any regulations.

Decomposition of plastic materials

Charging impact on environment

What is the issue?

Batteries are a global issue

As explored in the environment trends research (section 2.03), there are 300millions tonnes of plastic produced yearly and 60-90% of this plastic produced will end up in the ocean. To put this into perspective, 16 millions barrels of oil are used for the production of single use water bottles.

660 million batteries are bought each year in the UK.

According to www.thebalancesmb. com plastics normally take up to 1000 years to decompose in landfills.

More specifically, plastic bottles can take up to 450-500 years to fully decompose.

The dental market are a huge contributor of plastic waste with on average every person having used 300 toothbrushes in a lifetime.

Therefore the future of the products produced need to set the bench mark for sustainability.

Averages out to 21 batteries per household.

Brits spend nearly ÂŁ5million each week on batteries.

When disposed of most batteries can release harmful metals into the environment which can cause soil and water contamination.

Manufacturing and transport of batteries adds to the environmental issues.

Rechargeable batteries impact the environment 28 times less than normal batteries.

Is consumer ignorance causing this environmental disruption?

It could be said that everyday products are taken for granted and therefore are disposed of quicker than they should be. Buying toothbrushes and other dental equipment is cheap and easy therefore causing consumers to not consider the consequences of replacement and disposal.

What are the future options?

- Find alternative sustainable material choices?

- Design products to last longer - Discourage the throw away culture of today.

- What are companies doing to be more sustainable in the dental industry and other industries?

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075

Material Research The presence of plastic throughout the project so far has been staggering.

This is where the dental industries need to change in order to become more sustainable. In order to tackle the problem, it is necessary to find out the sustainable options.

Bioplastic research

Bioplastic properties

‘Biome’ is a company that specialises in bioplastics. So what is a bioplastic?

This material is produced by the use of biological sources, including sugar-cane, potato starch or trees.

At the end of the products life the bioplastic is 100% degradable.

- Suitable for food services, cosmetic and electrical products.

- Suitable for heat sensitive products.

- 100% degradable.

- EU and FDA food contact approved.

- Suitable for injection moulding, extrusion and thermoforming.

Are bioplastics suitable for electrical/chemical products?

Is Silicon a more sustainable alternative to plastic?

Yes, on the ‘biome’ website it states that bioplastics can match the characteristics and chemical structures of their oil based counterparts.

Ecolunchboxes.com have produced a report on the benefits to silicon over plastic. The reports states that silicon which is made of ‘silica’, found in sand causes no toxins to be released into the environment when recycled or incinerated unlike plastics. The material can also handle extreme changes in temperature, is chemical resistant, easy to clean and highly hygienic.

According to an online source biodegradable plastic sales exceeded $1.1 billion in 2017 and is predicted to reach $1.7 billion in 2018.

Conclusion Considering more sustainable materials is important, however, if the choice impacts the overall quality of the end product then the decision could be counter productive, making it vital to weigh up the positive and negative impact of using more “sustainable” materials.

077

Bamboo fibre Could bamboo fibre be the next best thing for sustainable product design?

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The average lifespan of single use products, like syringes can be over in seconds and therefore will have major impact on the environment when disposed of. Bamboo is a material that is making a huge positive impact on the environment, it has been used by companies like “ecoffee� (as seen below).

The quality of this product is outstanding and therefore would be a suitable material to use for a luxury product. The composition of the material is a mixture of bamboo powder, organic resin, cornstarch, water based paint and natural toner. The material offers an opportunity to produce some packaging that can be used repeatedly yet also have a reduced impact on environment when disposed. When bamboo is buried in soil surrounded by moisture it could take up to 2-3 years for the product to decay which is a huge improvement in comparison to plastic.

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How can design add value to a product?

The research has identified that there is an issue when it comes to making sustainable products desirable to the current generation and therefore causing companies not to invest in developing such products.

What aspects of the product has a major influence on the overall perceived quality of the product.

Product

Packaging

Material Style Shape Feedback

Material Display Singe-use

Branding

Experience

Vibrant Eye-catching Convincing

Comfort Ease of use Purchasing Online

Un-boxing experience trend - Added value The un-boxing trend on youtube has increased by 57% in 2015 with an increase of 50% uploaded unboxing videos. Furthermore, inserting the term “unboxing� into Youtube returns 53million results. This is showing a clear trend that would be useful to exploit in order to change the perception of sustainable products, in result making them more desirable.

There could be an opportunity to develop a product which can maintain its sustainable values yet still give a great user experience.

Material - Added value When interacting with a product consumers will determine that overall quality of the product when they have came in contact with the material. If the materials are chosen poorly then this could damage the user experience.

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CHANGING THE MOULD LiveLarq - Start-up sustainable water bottle company

LiveLarq bottle process - what makes it different?

‘LiveLarq’ a water sustainable water bottle company is a perfect example of a company breaking through the mould. Single-use plastic water bottles are a major contributor to the worlds plastic pollution. According to ‘LiveLarq’ metal water flasks become dirty and contaminates the water.

The result of this discovery lead to the conception of their business idea to reduce the amount of single use plastic bottles by supplying a water bottle with self purification features.

Stage 1.

Stage 2.

Stage 3.

Stage 4.

Buy 100% BPA-free stainless steel LARQ drinking water bottle.

Fill water bottle with water and close vacuum sealed lid

Tap the top of the button to activate purification process

UV light is set which is the same light used to sterilize hospital operating rooms

Stage 5.

Stage 6.

The purification process is carried out 6x a day to keep water fresh and clean

Water stays cold for 24hrs and hot for 12hrs

How does this impact the design thinking?

LivLarq have successful managed to make a product as simple as a water bottle, more desirable. Its sleek design and effective user feedback is something that will have a big impact for the future of this project.

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Product matrix Where is the product going to fit?

Syringes are used during the process of teeth whitening to apply the gel to the mouth tray. Therefore could there be a way to adapt the product to reduce the impact on the environment but not effect the overall efficiency.

Cost

Dental treatments Whitewash Market position Hismile Charcoal product

Pro White Whitening Toothpaste

Quality

Whitening Toothpaste

Pro white

Charcoal product

Hismile

Whitewash

Dental treatments

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Market Position Where does the product stand?

Currently across many industries there has not been enough progression in development of products that have less impact on the environment. This is where the project is going direct it’s focus, using the teeth whitening trend as a means to get into the market, the aim is to target current the iGen and millennial generations by producing a luxury product that they aspire to have. There is a stigma that “greener� products are of less quality than their non-green counterparts and therefore the overall business aim is to change the attitudes of the consumer and be a pioneer to more sustainable design.

Product characteristics in a highend market...

- Packaging plays a huge part in the perception of quality in this market.

Can this be changed to encourage repeat use?

- The quality of the product can be determined on the type of materials being used. Is there a material that can be used which feel high quality, yet is sustainable?

- Quality of manufacturing.

- In a luxury market users appreciate well thought out design details.

- Small design details that benefit the overall product are appreciated.

- Material choices and surface finish of the product can have a big impact on the overall perceived quality.

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Outlining all of the consumer needs & wants The need for fast results The DIY teeth whitening trend is the end result of character changes in today’s modern, fast pace life style. The questionnaire results show that 50% of respondents consider fast results being their top priority.

Sustainability Sustainability is no doubt a big issue, this is something that companies should be considering when bring new products to the market. Therefore the aim for this project is to produce a product that has considered all sustainable factors whilst maintaining quality, so the consumer is nun the wiser.

Social Validation Social validation has cropped up a number of times and this has been derived from people wanting to copy others. To ensure the product is a success with the target consumer aesthetics and materials trends will play a big part.

Ease of use The observational research identified the difficulty to attach components. Therefore, is there an opportunity to develop a product which enhances the user experience by making the process more seamless.

More hygienic 50% of respondents to the questionnaire thought that packaging dental products was an issue. This cropped up again at the end of the observational research as there was no hygienic method to store the mouth piece after use. This also meant there was no suitable method to store the product when travelling.

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Design direction What do we know now?

- The teeth whitening product has many design flaws.

- The product does not encourage continuous use.

- The product uses harmful plastics that can have a negative impact on the environment.

- The product is a oral care product, yet has not been designed to maximise hygiene and minimise risk of illness.

- The product packaging is substantial and could be improved.

- There are many suitable material substitutes for dental products.

What is the aim?

Using the research gathered the next aim is to produce a detailed brief that sets out the foundations to begin the design process.

What are the key points to consider moving forward?

- How can the overall process be improved to discourage the consumer from throwing away the product.

- Can design improve the hygiene factor of the product.

- Are there opportunities for material changes without having a negative impact on the final product.

- Decrease the amount of plastic used.

- Can the effectiveness of the product be improved?

- Can sustainable material changes the negative perception sustainable products?

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Design Concept Exploration Brief

092 | 093

Concept One

108 | 109

Further Development

118 | 127

Design Trends & Inspiration

094 | 099

Concept Development

110 | 115

Colour Trends Research

128 | 131

Initial Design Exploration

100 | 107

Concept Two

116 | 117

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Setting the design brief What has the research identified?

- The dental industry contributes a huge amount to the plastic pollution in the world.

- The future of the dental market is the development of fast result teeth whitening products due to the new the current generation seeking visible results faster.

- The beauty industry as a whole is a massive contributor to single use waste.

- Sustainable products are not socially accepted as they are perceived to be of less quality than other non-sustainable products.

- The generation buy into added value aspects of the product, including the way it feels, how it is packaged and how socially acceptable it is.

The design brief The teeth whitening trend has infiltrated the dental industry, the trend increased by 32% in 2016 and a further 34% going in 2017. The target consumer are the 24% more likely to buy into subscription services and therefore displays a business opportunity to sell a range of products that will capture their interests. The target market also displays a huge interest in the full product experience, which includes the un-boxing experience and subtle details that could add value. Sustainable design is an extremely relevant topic, therefore it is important that the design looks into these issues and aims to get the best possible outcome without damaging the final quality of the product.

In result the design must consider the following factors:

Aesthetics

Manufacturing

UX

Branding

Carbon footprint

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Design Trends

Empathy leading design

What do people want to see for 2019?

More than understanding, its about connecting

“Creativebloq� explores design trends we want to see in 2019 which should have an influence on this design project to ensure that the final product is relevant.

Empathy is about connecting with someone by sharing emotions with another person. In this case its about self image, consumers in that are buying these teeth whitening products are self-conscious and therefore are seeking brighter, whiter teeth.

1. Serious action on sustainability Sustainability issues is the core of this project so far and how the dental industry are not seen to be making any adjustments to reduce the environmental impact.

Desirability

Feasibility

2. Less visual noise More well considered functional design is something that designers are wanting to see more of in 2019.

Viability

Design aim

3. Vibrant & more dynamic colours

The design process approach

Kate Chandler (Graphic designer) shares that she wants to see more bold and playful colours�

In order to have to achieve the best possible solution for this design problem the initial design process will be influenced by the three above words: Desirability, Feasibility and Viability. If these areas are explored it should direct the project to an end result.

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Initial product inspiration The concept idea is to develop a teeth whitening experience that has considered the environment yet still gives a great user

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Be minimal, use the trends and apply them to the design so that the product is desired by the target consumer

Be bold, capture the user’s eye with an interesting shape and around design.

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Be luxurious there are ways to add value to a product without increasing the costs. Subtle details will add value.

Be provocative, its a social media frenzy in the market the more you get people asking questions the better.

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Exploration of form How has this testing helped with developing the design Exploration of form is important in order to gauge scale and size of initial concept sketches. It also helps to identify any discomforts specific shapes have when in use.

The models will have a huge impact on further designs as currently the LED cases are far too large for the human face and therefore could result in dead space which would not be an efficient use of materials. Examples of the tests are shown below.

Moving forward...

Keeping the form testing in mind, the aim will be to develop the initial sketches by attempting to give the design a purpose of solving some of the issues outlined in the research section of the project (See Pages 70|73).

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Technology concepts How can technology impact the teeth whitening product?

Technology is developing every single day the consumer this product is being targeted at is a heavy user of technological devices therefore exploring different options to see if it would be necessary to implement technology into the teeth whitening product to make it “smarter�. The general result of this exploration was that injecting the product with advanced technology would be unnecessary and impractical on a commercial level. However, the exercise did reveal some ideas on how to develop interaction between product and consumer and also raised the possibility for a charging port in order to rid off battery use.

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Tackling the storage problem Could re-purposed packaging be our solution?

Packaging is a huge issue in many industries therefore different options where explored that could increase the overall lifespan of the units in order to reduce the negative impact on the environment. The idea is to develop a case made out of natural biodegradable material like bamboo resin, the case could then be re-purposed and suitable for travelling with dental products. Justification to this idea stems from the questionnaire where 50% of respondents found it difficult to store dental products hygienically when travelling. Furthermore, the consumer being targeting enjoys the experience of the un-boxing trend therefore will want the product to be packaged nicely. Below shows images of initial modelling for the case.

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User & Product interaction (Prototype 1) Attaching the teeth whitening components In order to understand the difficulties many users experience when using teeth whitening products it was necessary to observe users in how they complete specific tasks. This task consisted of taking the market leading teeth whitening product and exploring how it is put together.

What happened?

The user found it difficult to attach the two components together (as seen below) the malleable silicon mouth tray has grooves which hook over the rigid LED component but on application these grooves did no always fit and caused frustration.

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Design reaction...

Basic testing was undergone (as seen below), this consisted of exploring the idea of having two rigid components connect together therefore giving the user more control instead of worrying about if all of the silicon edges are surrounding the product.

Testing results The testing identified that there may not be any need to have two separate components for these reasons: One, there is more to clean (Evidence page 63) and also it implements an extra step which does not seem necessary. Therefore this could direct the design to being suitable as a singular product with less components.

However, this could prove problematic with the UV lighting components therefore two components may still be necessary.

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Concept 1 Visual display of current design thinking post ideation stage.

What does this concept design tackle in relation to the brief?

- Aesthetically, consumers said that the design was more exciting that other brands in the market and therefore adds value.

- The design has a solid case which would influence the consumer to keep the product for a longer period of time thus impacting the throw away culture.

- User experience wise the product is displayed nicely and this would meet current ‘unboxing trends’ (Pg 79) - The overall size of the product is compact and could have a positive impact on its carbon footprint.

- Got rid of the mouth tray element to reduce amount of material used.

- Metal was the material choice for to increase quality and hopefully have a knock-on effect to an increased product life-span.

Consumer feedback to concept visuals...

- No mouth tray will make it harder to use the product.

- Concept looks sharp and intimidating.

- It has a luxury look to in it terms of materials and colours.

- Squeezing tube would make it harder to apply the whitening gel to the product.

- Metal was be costly and heavy therefore would not be suitable for the product.

Next step...

The next step is to explore how the user is going to interact with the product, from when they are opening the case to when they are picking up the product. Furthermore, develop a design solution that will improve the overall application of the gel but minimise the amount of single use plastics.

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User & Product interaction (Prototype 2) Testing how the user feels when removing different forms from case This test was formulated in order to identify the physical response of users when interacting with the prototype i.e. the LED component required for the teeth whitening process. To create this test, basic models were created with differentiating shapes to see what the user would prefer interacting with. The models varied in form all together and in finer details like rounded off edges or sharp cut edges (see img.1).

User & Product interaction notes The general conscientious for this test was that users preferred the form of model in image 4, due it being more natural to pick up. Furthermore, users also expressed that rounded of edges were more comfortable than sharp edges. Images 7/8 identified that the user was unsure how to pick up the product and therefore was less intuitive.

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Reusable syringe concept test Exploring different syringe options In many of the teeth whitening DIY kits there are single-use syringes, the sketches to show some initial concepts that may be able to reduce the impact of component. The user has identified that using the syringe makes the process easier as the gel solution can be applied to the mouth tray with one hand. Therefore, the initial aim was to develop a syringe tool which mimics characteristic of a normal syringe, yet it is reusable. Image one shows imitates a small capsule of gel being placed into the tool, image two then shows how this tool can be used single handedly.

Although this idea may be re-usable the actual positive impact of the product is questionable. The tool adds an extra two components to the overall process of teeth whitening and therefore could drive the overall unit costs up in result making the product commercially enviable.

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Concept development How can technology impact the teeth whitening product?

The simple idea is develop a design that is easy to use and is easy to clean. Img 1 & Img 2 is a physical prototype of how the two components will meet during the process. The yellow component will be made out of food grade silicon which has less of a negative impact on the environment and also will naturally cause the product to seal onto the other component due to its friction properties.

Silicon is malleable and therefore will be a perfect material choice to ensure the user is comfortable when using the product. Furthermore, it is a highly hygienic material and is incredibly easy to clean.

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Concept development How does the concept meet the brief and consumer wants?

The concept idea is to develop a teeth whitening experience that has considered the environment yet still gives a great user experience. So far, there has been investigations into user reaction when interacting with the product. This identified what consumers likes and dislikes where when it comes to feeling the product.

The case adds values to the overall product experience as it is proposed to be made out of sustainable a material, furthermore, its addresses the problem that 50% of consumers feel it is hard to store dental products hygienically thus allows the case to be re-used for a different purpose.

The consumer wants social validation and in order to capture their desire to want the product it needs to be eye catching and stand out. Therefore the product colour choices have been adapted to make the less intimidating but more inviting.

Product inspiration The inspiration for this concept was from the images seen to the left, they show different beautiful looking objects that have been elegantly designed. Our consumer, as expressed previously are subject to ‘social validation’ due to constantly posting images online and being influenced by others. Therefore the design needs to look high quality to cause momentum online and get others talking about the product.

Concept Key points...

- Easy wash silicon mouth tray attachment.

- Unique shape which should attract consumer attention.

- Re-usable syringe tool to minimise amount of single use plastics.

- Product packaging can be re-used as a dental travel case.

Moving forward...

Moving forward, it may be necessary to rethink the concept in order to find the better purpose for the case. Expanding the design thinking may identify other more suitable options that would make the case more useful. Also, exploring finer details is now important to start to bring the concept to life as a real product. Furthermore, the concept offers many different components which may be rendered useless if they aren’t repeatedly used, therefore has the potential to be causing more damage then good, i.e. syringe tool.

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Component development

Key points

Visually the aim is to produce a product that is elegant and desirable therefore at this stage of the project it was important to look into the finer details. Aspects like the charging port and the on/off button were considered in more detail. The above image is the final product of this design exploration.

- User interaction points located on the same side of the product.

- Connection joints of parts has been made a feature in the product design.

- Seamless, elegant approach making the product more desirable.

- Uniform colour around the product makes the component stand out, although the final colour choice may need more development.

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Component development

Key points

Due to the product being a set of different items that all comes together to form a service it is important to maintain a design language and flow throughout each component. The flow can have a huge impact to how the user interacts with the product. Furthermore, the flow influences consistency and therefore makes the overall product more authentic.

- Initial thoughts of this component is that is looks slightly misshapen.

- There doesn’t see to be enough added benefits with this design.

- Design language from component to component is strong and flows well.

Development needed...

This part of the product seems a bit lost and could benefit from further development to give the component more purpose. Making an accurate prototype of the full product may encourage consumer opinions that could influence a concept re-think.

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Component development This concept is an attempt to decrease the impact of the final design on the environment. The idea is to have a reusable syringe tool that will help the user apply the whitening gel to the product. The design has been explored in more detail on Pg114.

Next I will analyse all potential options and gauge whether or not this concept will benefit the design or actually cause more damage than good.

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Option 1

Option 2

Option 3

Gel Syringes - commonly used in most DIY teeth whitening kits.

New reusable gel dispenser concept proposal.

Sachets produced by “Unette� sachet manufacturer.

Commonly used in teeth whitening products.

New unique way of applying the gel substance to the mouth tray.

A lot less material is being used in comparison to the other options.

Easily manufactured and cost effective.

Can be injection moulded.

Smaller than the other options therefore reduces transport costs.

Easy to apply whitening gel to mouth-tray whilst having both components in each hand.

Easy to gauge how much gel has been applied using the measuring guides.

Unette manufacturing can produce small 5ml sachets which is perfect for one gel application.

Component is large so refills would be costly

Sachets would still be required with the concept.

Isn’t fully accepted as a recyclable material

A lot of plastic material is being wasted using this method.

No real use if the user finishes the whitening programme.

Would require six individuals sachets per set.

Previous reviews has stated that this method is sometimes confusing to use.

Would require another two components being produced.

Positives

Negatives

Design decision...

Moving forward, the project will use Option 3 which will be used to apply the gel to the mouth tray. The size of the product is best suited in order to reduce the overall packaging size which in turn would decrease costs of each unit. Furthermore, in mass production there will be much less material being used which should decrease the over impact on the final design on the environment.

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Component development

Key points

Due to the health risks that would be apparent if data were to be taken from measuring the inside of the users mouths. This section of the product will be designed and adapted from already existing mouth trays that are in the market. The design however will changed in order to improve the efficiency of the part in comparison to the images on the left.

- Component will be made of a two part injection of Transparent and Opaque silicon.

- The sketch above shows the adaptation in the design to try and reduce the amount of dirt ending up on the rest of the product.

It has changed form in order for the mouth and lips to only come into contact with the silicon and not the LED component.

- Development to the design may be required in order to make it easier for the user to grip onto it whilst it is in their mouth.

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User & Product interaction - Prototype 3 What will the user think when interacting with the concept?

It is important to check in with the target consumer to identify any possibilities for development in the product. The concept is at a stage in refinement where a more detailed prototype could be made and given to a user for testing.

Img 1 - User receives product.

Img 2 - Opens case to reveal displayed component and instructions card.

Img 3 - Removes instructions card which reveals more components (Gel tubes) Img 4/5/6 - User carries on removing all components in the teeth whitening kit.

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User comments and overall feedback...

- The component were displayed intuitively.

- Instruction will definitely be useful in order to use this product.

- Unclear on how the case could be re-purposed - The size of the product is good yet the shape lacks character and interest - Feels that there is opportunity to be a bit more experimental with shape.

Moving forward...

The feedback from the user identified that the concept is not interesting and different, therefore a concept rethink is necessary in order to explore another option that could increase the products desirability and overall interest. However, the LED components were said to be a good suitable shape so this component will carry on through the next stage of development.

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Colour trend spotting What colour trends will the target consumer will get behind?

Below shows the results of the colour trend research that directly link to the target consumer.

Composite Grey

Soft Moss

72% of the population in Europe live in urban areas, which includes our target consumer and therefore have connection with moody darker colours.

There is a movement in sustainable design therefore ‘soft moss’ displays a pallet inspired by nature with grey undertones.

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Maple leaf yellow

Earth tones

A colour than is influencing smarter dressing and minimalism.

A colour than is influencing smarter dressing and minimalism.

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Refining design style What style is best suited to the target consumer?

Every generation gravitates towards a certain style or theme, though there are grey areas that cross over between generations. The consumer this product is going to target are heavily influenced by the beauty of minimalism. Helen C (2018) writes in an article that simple design appears more beautiful compared to a complex one. Minimalistic design therefore will meet the brief of making the product be perceived to be more desirable. In the next stage of the project it is important to remind ourselves of the design style so that we don’t lose site of the end goal and therefore will be more likely to meet consumer demand.

Applying colour trends to design style...

The mood board shown to the right is a refined display of images that show where the product aesthetics are heading. The mood board was inspired by the previous colour trend investigation and the colours of interest are shown in swatches below.

Colour trend swatches...

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Design Development What has been explored?

- Sketch work has been created to start the initial design process off in terms of general form.

- Multiple concepts have been developed and put up to criticism by the target consumer for further refinement.

- The design decision of having sachets instead of syringes means that the overall amount of material used will be reduced in this section of the product. Also the sachets can be recycled.

- Research on colours that are linked to the target consumer have been identified.

- The concept at this stage is too conventional and does not offer an interesting solution.

Moving forward...

- Choose a brand name in order to start of the full brand image.

- Where will the logos be placed on the product?

- Develop the final concept and let it be subject to criticism.

- Are there any opportunities to develop more products in order to have a full range.

- How will the packaging and other graphical aspects look. I.e. instructions.

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Concept Refinement Stage Product | Brand Name

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Graphics

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Final Concept & Development

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Instructions

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Brand Product Range Proposal

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Final Design Prototype

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Design | Justification | Tick

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Definition “A colour or shade” Creating an identity is vital in order to gauge with the consumer. The inspiration for the name ‘Hue’ was inspired by the teeth whitening trend where consumers want to change the shade of their teeth.

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Concept Re-think Adapting design to consumer feedback... Whats new?

With the previous concept, it was revealed by the user & product interaction test that the design was very conventional and didn’t challenge the consumer. Therefore this is response to the feedback which will be tested.

- The concept is a more interesting & engaging shape.

- Branding has been established giving the user a connection with the product.

- The idea is to have layered packaging that reveals layer by layer to give a more unique un-boxing experience.

- The products packaging will be made out of bamboo resin, the idea is that the packaging will remain with the consumer and is re-purposed to the users desire, i.e. Plant pot, tooth brush holder or drinking cup (as seen in concept sketch). As a marketing technique this will mean the “HUE” brand will stay in the household which could influence other purchases of other “HUE” products.

- The colour choice is influenced by colour trends projected for 2020 and also the “charcoal” trend which is currently active in the dental industry.

Next step...

Create a model that can be given to a consumer to gauge whether the concept re-think has had a positive effect.

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User & Product interaction - Prototype 3 What will the user think when interacting with the concept?

It is important to check in with the target consumer to identify any possibilities for development in the product. The concept is at a stage in refinement where a more detailed prototype could be made and given to a user for testing.

Img 1 - User receives product.

Img 2 - Opens case to reveal displayed component and instructions card.

Img 3 - Removes layer which reveals mouth tray Img 4 - Removes mouth tray which reveals teeth whitening gel seen in Img 5.

Img 6 - Once whitening procedure is complete the consumer could then choose to get more gels delivered or end procedure and re-purpose packaging.

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User comments and overall feedback...

- The product is more engaging and is exciting.

- Different layers gives a sense of surprise.

- They would keep the product bamboo packaging at the end of procedure.

- Development in product instructions would be needed.

- Where would the charging lead be placed?

Moving forward...

The next stage of this product development will be to develop instructions for the product and identify a space where the charging lead can be placed. Also, if the proposal is to develop a brand, what else will be brand bring the market and how does it fit in with the current product.

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Harry’s shaving brand Harry’s shaving brand is a perfect example of how a business can target a market a be a break through brand.

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Project direction Where is the project heading?

Harry’s, a breakthrough shaving brand that has cracked the $2.4billion market with outstanding branding and marketing techniques.

The following points were about how to succeed in breaking through the difficult market barriers. Harry’s product can be seen in the imagery.

- Sell with story telling - Turn the customers into advocates - Stay part of the conversation - Emphasize expertise - Story building - Product design - Strategic delivery Some of the point made link directly to the overall aim of the current project. At the beginning stage of the project it was emphasised that our target market require social validation due to the number of people advocating products on social media, in result this develops sales for business. The target market are also massive drivers of subscription based services.

Therefore, the proposal is to develop a more detailed product portfolio and propose a full suite of products that target to consumer. I.e. Tooth Brush, Tooth Paste, Charcoal Powder.

The nature of the product that is being development will adhere to the millennial subscription purchasing trend. According to www.retaildive. com 70% of younger consumers have a form of recurring delivery subscription.

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Sub products

Main project focus

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HUE Mouth wash

HUE Tooth paste

HUE Tooth brush

HUE Charcoal powder

HUE Teeth whitening kit

HUE LED light

HUE Teeth whitening gel

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Meeting the professionals Time to present the concept.

The project has got to a stage where it is refined enough to be subject to criticism from industry people.

Therefore a meeting was organised with Steve Battle (Materials specialist at Sheffield Hallam University) in order to discuss to concept.

The research so far has exposed the issue with un-sustainable products being produced in the dental industry which is what originally was the plan to reduce. However, in order to achieve the proposal to meet the consumer needs, it requires to be made out of some polymers.

Steve Battle expressed that “the reason manufactures and companies are not producing sustainable products is because there are not any suitable materials available.�

The meeting concluded with the idea that in order to make the product more sustainable it would be more important to consider other factors rather than swapping suitable materials for un-suitable, more sustainable ones as it could damage the overall quality of the product.

Other sustainable consider:

options

THIS STAGE REVEALED THAT IN ORDER TO ACHIEVE THE CONCEPT TO AN ACCEPTABLE STANDARD, IT COULD REQUIRE MAKING CHOICES WHICH COULD IMPACT THE ENVIRONMENT. THEREFORE IT IDENTIFIED, AS A DESIGNING I NEED TO FIND A WAY OF REDUCING THE IMPACT WITH SMALLER PACKAGING OR DESIGN RE-USABLE COMPONENTS.

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- Size - Weight - Re-purposing - Quality of manufacture

Due to not wanting to damage the overall quality of the product by using incredibly sustainable materials it is therefore necessary to rule out any materials that would cause too much damage. This exercise investigate the types of materials to stay away from and what plastics would cause less harm overall.

Most preferred

Acceptable

High density polyethylene Low density polyethylene Polyethylene terephthalate Steel Aluminium

Ethylene vinyl acctate Polypropylene Laminates

Least preferred

Prohibited

Polyurethanes Polystyrene Acrylonitrile butadiene styrene Acrylic

Polyvinyl chloride Polylactic acid Polycarbonates

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The overall development of the range consists of some changes in colour in order to give the product more life. Also there has been some initial thoughts on how the decals may look on the products. According to martechseries.com the target consumer for the design gravitates towards minimalistic branding, hence the simplistic decal approach.

HUE Range development

https://martechseries.com/ mts-insights/guest-authors/ millennials-liking-towards-minimalistic-branding-culture/

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HUE Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience. How it will improve the users experience. Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience.

How it will improve the users experience. Product description will be situated in the section of the label, it will identify the nature of the mouthwash and Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience.

How it will improve

MOUTHWASH Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience. How it will improve the users experience.

SPEARMINT

www.hue.com

16 Rossington Road South Yorkshire Sheffield S11 8SA

16.9floz

500ml

Product description will be situated in the section of the label, it will identify the nature of the mouthwash

CHARCOAL POWDER Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience. www.hue.com

3.5floz

16 Rossington Road South Yorkshire Sheffield S11 8SA

100ml

TOOTHPASTE Product description will be situated in the section of the label, it will identify the nature of the mouthwash and how it will improve the users experience. How it will improve the users experience. www.hue.com

7.0floz

200ml

Sub-product decals “Simple design appears more beautiful than a complex one�

As previously stated, the consumer being targeted prefers for simple branding as it is perceived to be more beautiful and therefore regarded of higher quality. The decals above are refined developments of the initial idea (shown page 151). The sketched render shown on the left displays how these decals would look on the range.

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Instruction development The instructions are critical in order to explain how the user will interact with the product. They can also play a part in increasing the overall quality and value of the product. Symbols and line drawings will be used to explain clearly how the product will work. Furthermore, a whitening guide will be added to help the user visually see the improvements their teeth are having.

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001_ Closed case

002_ Open case

003_Visual image showing layered packaging system

004.01_ Showing case feature

004.02_ Showing case feature

005.01_ Showing case feature

005.02_ Showing case feature

Final prototype testing Critical analysis of the final prototype This section displays images that showcases the final prototype of the concept that have been developed. Using the method of 3D printing to produce a simple model to understand whether the final form was suitable and if all the components can fit in the case like the concept suggests.

As you can see in images 001, 002, and 003 the case is a elegant soft shape and fits in all the components required for the whitening kit. Images 004.01 and 004.02 shows a small feature to ensure that the full case is reused in the future , rather than being thrown away.

Images 005.01 and 005.02 shows how the LED component will look in use. The design is provoking as it not a typical shape one would see usually on the front of someone’s face and therefore get people intrigued in what the product is.

The outcome of this prototype has now proven that the concept is now at a stage where it can move on to more detailed refinement of manufacturing and applications of colour.

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01 | 02 | 03 | 04 HUE Toothbrush - Sub product HUE Mouthwash - Sub product HUE Toothpaste - Sub product HUE Charcoal powder - Sub product

The sub products have been developed to give the main product more context and therefore should help the consumer connect with the range overall.

05 HUE Whitening guide - Main product

This is important as it will allow the user to judge there individual teeth whitening development.

06 HUE Instructions - Main product

Necessary in order to teach the user how to use the product. Graphic refinement is needed. Could merge Whitening Guide into this component.

07 HUE Product case - Main product

The case or Tooth brush holder is a marketing strategy to try and keep the HUE brand in the home to encourage more purchases of the full range. The packaging life is also increased making it more “eco friendly�.

08 HUE LED component - Main product

The LED component is a important to activate the whitening gel that will influence the whitening process.

09 HUE Charge cable - Main product

Instead of using changeable batteries the product will be charged with a universal charging port which makes the charging options more flexible.

10 HUE Gel sachets - Main product

The gel sachets will reduce the amount of material required to hold the gel and furthermore which reduce the overall size of the packaging when refills are ordered (Refer to page 131 for me info).

11 HUE Packaging - Main product

The outside packaging will ensure the safety of the product when in transit, ensuring the overall quality is kept.

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Tick to pass onto next stage?

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Design Development How refined is the design?

At this point the product has been explored visually through detailed drawings and graphics. The idea of developing a range of product has now came more to life.

Furthermore each individual part of the project has been analysed in order to see if it ready to move on to the more detailed stage of the project, which is manufacturing.

Questions that need to be answered to bring the design to life...

- How will each part fit together?

- There will need to be a detailed product breakdown of how the part interact with each other during assembly.

- Settle any outstanding material choices.

- Finalising a range of colours that will be used in manufacture.

- General measurement to indicate the size of the product may be required.

- Where will the instruction fit into the design?

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Manufacturing Refinement Initial Manufacturing Thoughts

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LED Lights

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Instruction & Material Refinement

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Manufacturing Development

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Product Packaging

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Yodex Exhibition Feedback

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Final Manufacturing Development

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Colour Execution

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LED component initial manufacturing thoughts In order to get an accurate representation of the design in a refined state, a CAD model was created in order to 3D print the different components to be subject to testing.

To ensure that the components fit together, a mock-up circuit board with the necessary attachments was placed into the product which identified that the refined design was a suitable size (Seen in images above).

Initially it was thought that an epoxy resin would be used to secure the pieces together. However in order to meet the brief and be as sustainable as possible there needs to be a rethink on how these component fit together in order to reduce the impact on the environment.

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001_Component connection.

002_Whitening mouth guard.

003_Snap fit proposal & PCB.

004_ Exploded Components.

005_Initial component.

005.2_Component development.

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Manufacturing developments LED component initial manufacturing thoughts As seen in image (001) the component has a ridge which will fit keep it locked in places once all the parts of brought together. This minimises the need for adhesive joins.

The mouth tray (002) will be formed using a two shot injection moulded method in order to achieve the transparent and opaque parts. The transparent parts are required to let the UV LED light pass through to activate the whitening gel. This part is similar to how rugby mouth guards are manufactured.

The parts have been designed to fit together with ease to ensure a quick and easy assembly during the manufacturing stage. This includes adding snap fitting as seen in image (003). However the location of fitting require rethinking in order to ensure the viability of the mould.

Lastly, image 005 shows a component combination which has been developed to reduce manufacturing costs. The development is shown in image 005.2 where the button and charger guide has been added to the main body component.

PCB breakdown The PCB as seen in image 003 has been developed in order to show how the UV led component will work. This will allow the product to be charged using a mini USB charging will is commonly used around a range of products around many homes. There are many other pieces that have been added to the PCB, which are listening below.

6x UV LEDs | 2x Charging indicator LEDs | activation buzzer Timer sensor | Charging capacitors | Button | Mini USB port

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006_LED component full exploded view.

007_Assembly example.

008_Fully assembled.

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Final manufacturing developments What has been considered?

Injection moulding parts requires a mould which creates the female shape of the desired part and therefore the part must be designed in a certain way to ensure the success of the mould. Therefore, the injection moulded parts have no undercuts where the mould cannot reach and for a quick release, a draft has been added to the part.

Secondly, the parts have a uniformed wall thickness of 2mm which ensures the part solidifies at the same rate, which avoids cracking and weak points. Snap fits and ribs have been added to the part to increase the ease of assembly and durability of the product. These features are 2/3rds of the wall thickness so that there wont be any sink points and imperfections on the outside face of the part.

Images 006|007|008 shows the full process of how this component within the design will fit together in the assembly stage of manufacture.

The case and toothbrush as seen in image 009 are proposed to be cast and made out of bamboo resin as expressed on page 078|079. The material is commonly used to make cups (ecoffee) so is easily transferable to make the design that is being proposed.

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001_ UV LED off

002_ UV LED on

003_ Green light - Charged

004_ Orange light - Not charged

LED lights What are their uses?

Images 001 & 002 show the UV LED light ON & OFF. The UV light through the research previously in the project is the activator of the whitening gel. The light also create an interesting visual when inside the mouth which is intriguing to potential buyers.

So could also be classed as a marketing technique.

When not charged the light located at the bottom of the component will glow orange (004). When charged the light will change and glow green (003). Image 005 shows the relationship between the LED component and the mouth tray which has been designed to allow the UV light to pass through to active the whitening gel.

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005_ LED & Mouth tray relationship

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TEETH WHITENING KIT

Whitening gel sachet x6 Tooth brush holder

At HUE we believe in supplying admirable social and personal experiences. Our teeth whitening kit is the next step in achieving that perfect smile you always wanted to show off. Immerse yourself in the full experience of this product and the results are limitless.

www.hue.com

Ultraviolet LED Mouth tray

Packaging design development

How would is be done in manufacture?

To ensure the safety and minimise risk of breakages in transport packaging has been developed to protect the product. The style is simple with subtle embossing details that gives the packet added value without increasing manufacturing costs dramatically. The box has an envelope bottom which reduces the amount of adhesive and time required to assemble an individual unit.

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CHARCOAL GREY CMYK RGB HTML

32 75 86 25 158 70 36 9E4624

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PANTONE

POTTER’S CLAY CMYK RGB HTML

32 75 86 25 158 70 36 9E4624

Refer to trends on pG 130/131 172

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Final instructions How does this interact with the product and the consumer?

Using simple line drawings of the product the instruction are able to display a very clear message on how to use the full kit from start to finish.

It was important for this aspect of the design to carry on the minimal design aesthetic in order to not confuse to user with too much information.

Going along with the theme of trying to add value to the whole packaging experience, the instruction will be able to fold up and will fit perfectly into the lid of the case. They will cover the charger which will be beautifully displayed beneath.

Examples of some of the graphics that will be seen on the instructions are seen to the left and an example of how it will look in the look is seen below.

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001_Disassembled LED component

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Material finalising What material are being used?

Part of the brief stated the concerns of sustainability in the dental market.

Referring to Page 148, specifically the exercise which rates the materials according to the how sustainable they are. This system has identified that polypropylene is an acceptable material to use in manufacturing.

Polypropylene

Bamboo resign

Silicon

As seen in image 002 polypropylene is a tough plastic that means it wont break easily so is less likely to end up on landfill as quickly. The material is also recyclable and therefore will suit the built in manufacturing changes which is explained further on page 188.

Bamboo resin will be used for two sections of the product, the case (seen image 004) and the toothbrush stick. The product is 100% biodegradable when exposed to the right environment however is incredibly durable when in everyday situations.

The mouth guard, seen in image 001, will be made out of a two shot injection mould of silicon. Silicon is not harmful to the environment and does not release harmful toxins when incinerated. It is also incredibly hygienic and easy to clean making it perfect for this component.

002_Polypropylene part

003_LED housing part

004_Bamboo resin case 177

001_ Image was taken at The Yodex Exhibition in Taipei (Taiwan) where I was fortunate enough to exhibit my work with Tatung University.

Yodex Exhibition Sheffield Hallam University are in partnership with Tatung University located in Taipei, Taiwan. This partnership gave me the opportunity to display my final design in Taipei at the Yodex Exhibition, the largest design exhibition in Asia. This allowed me to get real feedback from the Asian market which as I found out were un-familiar with the product I was proposing.

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Exhibition feedback Feedback was from general public, fellow designers in the industry and business developers.

All in all the reception to the final design was good. Currently however, Asia are very new to the teeth whitening trend that is so prominent in both Europe and America. As the exhibition developed it became more apparent that their was a huge opportunity for this product to enter the market and be successful. Fortunately many of the general public where actually the product’s target consumer and collectively the response the design was very positive.

Critical responses

- Minimal branding and visuals were appealing.

- The main constructive criticism that kept coming up was the colour choice of one of the products. Many understood the reason for the dark colour due to the charcoal trend in the dental market. However the response to the blue was not as positive.

Therefore in order to get the target user involved more in the design I simply asked what would they want to see?

Which the response was collectively a white colour option. Originally, white was a colour to be avoided in order to prevent the design from looking too medical but due to the fact the product as a whole responded well to the Asian market it is vital to listen to what they have to say. Therefore as some final development I will explore the possibility of having a white option to increase the chance of capturing the Asian market.

- Justification for colours and shape was responded to well.

Please turn page to see result of the development...

Positive responses - Visually the product was appealing as people appreciated the attention to the un-boxing experience.

- A kick starter company known as “Crowd Pop� were interested in taking the product further and get it to industry.

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WHITE ALYSSUM CMYK RGB HTML

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The Final Product How did we get to this stage?

The product has been heavily influenced by current trends in the market, from the way the product is packaged to the colours and the graphics. The product has been tailored to a certain demographics and their needs and wants.

There was room was some further development post the visit to the Yodex exhibition in Taiwan. This showed an opportunity to change the colour of the design to meet the wants of the Asian market, that loved the product, however were yet to be hit with the craze of teeth whitening.

What different about this product and how is this going to be displayed visually?

- A full product breakdown would be important to explain what has actually been designed.

- How does this product look in a real life situation?

- What makes this design different?

- Sustainability considerations was a part of the initial brief, how has this been addressed in the final product.

- As a range of products has been developed, how will this look in a retail space?

- How has the overall project gone, what went well? What could be taken further?

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Full Product Execution Full Product Breakdown

184 | 185

The Lifestyle Brand

198 | 199

Evaluation

206 | 207

Sustainability & Transport

186 | 189

Sub-Products

200 | 201

Product Imagery

208 | 213

Final User Interactions

190 | 197

Visual Merchandising

202 | 205

Bibliography

214 | 218

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Full product breakdown What has been considered?

When the user receives the product it will come in a box in order to protect the product in transit. The aim for this product is to tap into the consumer desire to have a great experience when interacting with the product, as this adds values to the product.

Therefore it has been design to have a layered packaged system so that the user will have exciting experience revealing each section, layer by layer.

The full breakdown of layers are, charger lead and instructions located in the lid section, followed by the centre piece LED activator component. Underneath that the silicon mouth guard is revealed and finally the 6 gel sachets. However, the excitement does not stop there, The idea was to increase the life of the product and brand in the home as a marketing strategy to increase further sales. This include sales of whitening gel refills and the other sub products that were explored in the project. The case therefore that holds all the component together can be used however the user may please, a tooth brush holder, a cup or a small plant pot? The main point is that as a design we want it to be re-used and re-purposed instead of being chucked away and sent to landfill.

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Bamboo Resin Case Lid

Closed Cell Foam

Charger Lead

Instructions

LED Component

Closed Cell Foam

Mouth Tray

Closed Cell Foam

Whitening Gel

Closed Cell Foam

Bamboo Resin Case

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Sustainability Packaging & Transport considerations Leading Competitor Packaging dimensions

Packaging dimensions

Length

80mm

Length

Width

80mm

Width

65mm

Height

116mm

Height

185mm

Volume

742400mm 3

Volume

90mm

1082250mm 3

The HUE design is

38% smaller than the leading competitor supplying DIY teeth whitening kits. This means that in industry each unit will take up less space which means better value for money in transport. Which in turn would reduce the carbon footprint of each unit this reducing the impact on the environment.

An example of this benefit is shown below, where we compare the amount of units more the HUE design will get on a standard Euro pallet (800/1200) in 8 boxes (each box W610/D305/H457) to the leading competitor.

No. Pallets

No. Units

No. Pallets

No. Units

1

600mm

1

504mm

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6000mm

10

5040mm

50

30000mm

50

25200mm

100

60000mm

100

50400mm

If 100 pallets were produced HUE would be able to palletise 9600 more units than the leading competitor.

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001_Building in sustainability

001_Weak point designed into moulded part

Sustainability considerations 2.0 Cradle to grave mentality Throughout the project sustainability has been an issue in the dental industry. However it was discovered that it would be ineffective to use the most sustainable materials for this design as it would have a negative impact on the design. Due to this fact, a week point has been added to the design, located in an area which will not effect overall aesthetics and effectiveness of the product. This week point can be cracked using a screwdriver which will then allow the user to disassemble the unit for recycling.

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003_ This image shows many of the different parts that have been developed in this project. It includes, The HUE case, mouth tray, LED component and HUE toothbrushes.

As well as being a marketing technique to keep the product and brand in the home to influence more sales due to having a re-usable case. This method is also more sustainable because it means the product wont necessarily get thrown away straight away. The case, as well the proposed toothbrush in the sub products are proposed to be cast with bamboo resin which is 100% biodegradable in hot moist conditions where the material is exposed to bacteria. This material in comparison to many plastics will degrade in 5 years in comparison to many plastics which could take 500+ years.

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001_User receives minimal box

002_Removes case from packaging

Final user interaction In this section of the project it was important to show visually how the product will be interacted with from start to finish.

Each picture will show a stage of the unboxing experience and will walk you through how the person will appreciate the design thinking that has gone into the product.

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Instructions The LED will simply be charged by a mini USB and will be able to plugged in via laptop or small transformer.

Instructions The instructions will be designed to fit in the lid and cover the charger. Each component is therefore revealed once a section is removed.

Charger lead Charger lead is beautiful placed in the lid by the closed cell waterproof foam. The placement of the lead also resembles the U in the brand name “HUE�

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LED Component placement To add value to the product and the overall experience details like product placement has been considered. Therefore the LED is framed by the case and is revealed once the user removes the case lid.

Mouth Tray placement Removing a layer of foam packing would then reveal the mouth tray needed to put the whitening gel on to complete the whitening process.

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001_Mouth tray and LED relationship

002_Mouth tray and LED combined

Component Relationship These products are commonly used in by female users and therefore are often wearing lipstick which could get onto the product. The mouth-tray however has been designed to reduce the need to clean the LED part as the users lips should only touch the mouth tray. This principle is proven in image 003 where the lipstick stain is clearly only on the mouth tray.

003_Lipstick on mouth tray

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Visually engaging The harsh charcoal colour will get potential consumers intrigued by what the product is and therefore will encourage people to click through on social media and hopefully buy the product. The shape is also unusual to see on a users face which again gets people asking questions which in turn may encourage future sales. Furthermore, choosing a colour that is also linked to another trend in the market should influence more sales as there will be more consumers speaking about this area in the market.

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Advertisement material The project research shows that online promotion is a successful way to sell a product. The target consumer will therefore get behind products that are heavily advertised by the on social media by influencers. Therefore product advertisement material with potential influencer is like the images seen here are required.

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Product imagery Images with the product as the main feature will get people interested in the design.

Toothbrush & Case relationship Colours play a massive part in encouraging a consumer to buy the full package and invest in the lifestyle brand that is “HUE�.

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The next life-style brand Referring back to the research stage in the project, specifically Pg 32 it was expressed that the consumers this product is targeting copy each other. This is known as “social validation�.

The product that has been developed is an attempt to tap into this mentality by creating a life-style brand that is incredibly desirable in the market. In result, a selection of images were developed which showcase the main teeth whitening kit alongside the sub products within the context of a luxury bathroom. Showing the consumer how these design may look like in a luxury environment could influence a potential buyer as they would want that luxury experience.

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Sub-Product Final Executing flawless design language throughout the range When designing a product it is important to see where the whole brand can go. Which in turn means developing a full product range which will need to have a convincing design flow throughout the range. As previously stated, our target consumers are more likely to subscribe to subscription based products. Therefore developed a range of sub products was necessary in order to bring the brand alive and meet the consumers needs.

The result of this meant a biodegradable tooth brush has been developed using bamboo resin in the stem. The graphics for mouth wash, tooth paste products have been designed, as well as the graphics for a common trend in the market which is charcoal tooth powder.

Having these sub-products have brought the whole brand to life and collectively they make the brand “HUE� be the lifestyle brand for their consumers. Furthermore, it displayed an opportunity to create a vision of how these products will interact with each other when in retail space.

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202

This image shows how the HUE product range will be displayed on in context.

Visual merchandising The success of a product can be effected by the execution of how the units are displayed as it can determine how the product is perceived to the consumer.

Keeping with the minimal theme that is favoured from our target consumer, the two images showcase how the product is imagined to be displayed in a retail/ shop environment. It has been inspired by many luxury brands whom do not have all stock out on the shelf due to being able to afford to have dead space.

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Online Visual Marketing The target consumer is heavily influenced by online, social media platforms and the influencers that are active on the sites, this was made clear in the research stage of the project. Therefore marketing material has been created and mock-ups of how the HUE website and Instagram have been thought of.

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Project Evaluation Brief summary...

To develop a teeth whitening product as a domestic product targeting at the younger generation. This involves creating a product that meets visual trends, as well as an engaging full product experience. Furthermore it was stated that sustainability is an problem in the market and therefore the design must have considered this issue.

How well does the product meet the brief?

Visually the design has met the brief, it has adopted a minimal aesthetic with subtle detailing that enhance its overall desirability (See Pg 130 for visual trends research). The colours has been chosen that are again common trends in the market and are also influenced by the feedback from the Asian market at the Yodex Exhibition.

Crowd Pop Business Developer

“HUE” HAS A REALLY STRONG BRAND IDENTITY AND HAS CONSIDERED MARKETING TECHNIQUES TO ENCOURAGE THE BRAND TO GROW.

Consumer’s get behind a strong brand image and this is something that many businesses at the Yodex exhibition praised the product for having. They expressed that the reasoning behind the design choices were justified and well suited to the current market. These businesses also showed interest in taking the product further to manufacturing.

Graphically, a convincing range of products has been created to compliment the main product of this project. The range brings the project to life as the users can see how these products may look in a retail situation. Furthermore, the un-boxing experience that this product has will fit well in being used in advertising material on social media. The target consumer are heavy users of social media, therefore, the product has potential to gain major traction if it were to be distributed to major influencers around the world to be advertised.

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THE DESIGN USES MARKETING TECHNIQUES TO CREATE MORE SUSTAINABLE PRODUCTS.

Sustainability has been a difficult part of this project. Ideally, it would have been great for all of the parts in the design to be made out of sustainable materials but these materials were not suitable for the product therefore plastics had to be used and other ways of being more sustainable were injected into the design. This includes creating a case design that can be reused, which not only increases the life of the product it also increases the life of the brand inside the home.

Furthermore, the size of the overall teeth whitening kit has been nearly halved in comparison to the leading competitor which will drop the carbon footprint dramatically.

If there was more time, is there anything you would do differently? Or is there anything that would compliment the project further?

If there were more time in the project there would be a couple more things I would like to develop. Firstly, I would have like to have had the time to take the product ranges to its suitable manufacturers and expose them to critique.

This would have then refined the products further so they are more suitable to be manufactured. Once, refined further, I would have liked to have got a batch made from the manufacturers, where a would construct a focus group to interact with the real life products. In turn, I would then like to find kick-starter funding in order to break through the market barriers to entry and starts selling the product to the intended target consumer.

To conclude, the project I feel has met and exceeded the brief in multiple sections, however I do feel that there was room for further development in order to get the product to a real life market situation.

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Image References

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Ishan - Photographer - https://unsplash.com/@seefromthesky https://homedeco.nl/blog/deze-tint-wordt-de-trendkleur-van-2017/

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https://www.pinterest.co.uk/cwest4997/end-portfolio/ Annie Spratt - Photographer - https://unsplash.com/@anniespratt Jonny Caspari - Photographer - https://unsplash.com/@jonnysplsh Modern Essentials - Photographer - https://unsplash.com/@modernessentials Louis Tricot - Photographer - https://unsplash.com/@louistricot

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https://www.pinterest.co.uk/cwest4997/end-portfolio/

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https://homedeco.nl/blog/deze-tint-wordt-de-trendkleur-van-2017/

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Christian Perner - Photographer - https://unsplash.com/@christianperner

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