Colgate
Introducing rapid innovation and design to disrupt the premium toothbrush category
Research design
Concept development
Prototype + Testing
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Develop a new disruptive, scalable, premium manual toothbrush innovation.
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Research-informed Concept Development that lead to story development and prototyping solution. Key tenets of the engagement included:
Emphasis on cross-collaborative team leveraging past work and insights to advance the project and challenge established dogma/ways of working
Iterative approach factors multiple touchpoints in the timing to test ideas and rapidly gather feedback
Innovation-led strategy is rigorous by design, and designed to push creativity, and ultimately, results
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Defined break-through design which tested higher that best-selling product, and moved into prototyping and testing for commercial introduction.
The images below illustrate some of the project deliverables. Certain details have been redacted or covered to protect client confidentiality.
01 INTRODUCING A NEW PROCESS
We implemented a (new to Colgate) process that shortened a six to nine month process down to 11 weeks by supporting a cross-functional team and deploying agile and design thinking methodologies.
02 INSIGHTS TO CONCEPTS TO PROTOTYPE VALIDATION
From insights to concept ideation to online testing + focus group validation, we quickly refined to a lead concept which provided the jump off point for the prototype phase.
Example of low-fidelity 3D concept used for consumer testing on next slide, which supported a larger exercise in determining DVF (demand, viability, and feasibility).