[{"data":1,"prerenderedAt":427},["ShallowReactive",2],{"project-for_smile_sake":3},{"title":4,"teaser":5,"slug":18,"type":19,"highlight":23,"order":24,"thumbnail":25,"hero":56,"herocolor":80,"year":81,"problem":82,"contribution":83,"content":91,"readNext":304,"casestudies":385},"For smile's sake",{"data":6,"body":7},{},{"type":8,"children":9},"root",[10],{"type":11,"tag":12,"props":13,"children":14},"element","p",{},[15],{"type":16,"value":17},"text","Meet the toothbrush that makes taking care of your smile effortless.","for_smile_sake",[20,21,22],"Concept","UX","Case Study",true,69,{"metadata":26,"sys":29,"fields":45},{"tags":27,"concepts":28},[],[],{"space":30,"id":35,"type":36,"createdAt":37,"updatedAt":37,"environment":38,"publishedVersion":42,"revision":43,"locale":44},{"sys":31},{"type":32,"linkType":33,"id":34},"Link","Space","8fhxjm7547cq","5LAPNvPzxUCJKyZiC6Ufey","Asset","2026-09-12T11:41:01.588Z",{"sys":39},{"id":40,"type":32,"linkType":41},"master","Environment",4,1,"en-US",{"title":46,"file":47},"smileThumbnail",{"url":48,"details":49,"fileName":54,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5LAPNvPzxUCJKyZiC6Ufey\u002F847651555419651f504bda36697c23e5\u002FsmileThumbnail.png",{"size":50,"image":51},2114214,{"width":52,"height":53},1600,1500,"smileThumbnail.png","image\u002Fpng",{"metadata":57,"sys":60,"fields":70},{"tags":58,"concepts":59},[],[],{"space":61,"id":63,"type":36,"createdAt":64,"updatedAt":65,"environment":66,"publishedVersion":68,"revision":69,"locale":44},{"sys":62},{"type":32,"linkType":33,"id":34},"5OrB4FqMvfal0sMxMLkDjh","2022-05-16T19:08:55.039Z","2022-05-16T19:52:48.218Z",{"sys":67},{"id":40,"type":32,"linkType":41},10,3,{"title":71,"file":72},"SmileHeader",{"url":73,"details":74,"fileName":79,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5OrB4FqMvfal0sMxMLkDjh\u002F29beff9dfcd15fa1b36226756af681a9\u002FSmileHeader_1.png",{"size":75,"image":76},1870041,{"width":77,"height":78},2880,1752,"SmileHeader 1.png","9F9F9F",2021,"Smart gadgets keep promising to make everyday routines more meaningful. Most of them add friction instead. The ones that actually work just disappear; they do their job and stay out of the way. Oral care sees a lot of product activity from big players, but most people still brush on autopilot. They do it, rinse, move on. Whether they did it well is anyone's guess.",[84,85,86,87,88,89,90],"Product Design","Strategy","Research","User Experience","Animation","Communication","Branding",{"data":92,"body":93},{},{"type":8,"children":94},[95,102,109,114,119,131,135,141,147,152,157,210,213,219,225,230,235,242,245,251,257,262,275],{"type":11,"tag":96,"props":97,"children":99},"h6",{"id":98},"the-observation",[100],{"type":16,"value":101},"The observation",{"type":11,"tag":103,"props":104,"children":106},"h1",{"id":105},"a-daily-habit-with-no-feedback-loop-and-a-waste-problem",[107],{"type":16,"value":108},"A daily habit with no feedback loop and a waste problem",{"type":11,"tag":12,"props":110,"children":111},{},[112],{"type":16,"value":113},"Toothbrushes are an environmental problem nobody talks about much. Composite construction, mixed plastics, sometimes metal; almost nothing about them is designed to be taken apart or recycled. Add toothpaste tubes, mouthwash, and floss and the waste adds up fast. 264 million brushes are discarded in the UK alone every year. The product gives people no reason to think about this, so they do not.",{"type":11,"tag":12,"props":115,"children":116},{},[117],{"type":16,"value":118},"The personal problem runs alongside it. People worry about their teeth; tartar, discolouration, sensitivity. They brush because they know they should. But there is no signal after the fact. No way to know if you pressed too hard, skipped a section, or did anything that will actually prevent the problems you are anxious about. The habit exists. The feedback does not.",{"type":11,"tag":12,"props":120,"children":121},{},[122,124],{"type":16,"value":123},"That is where connected technology has something real to offer. Not a gadget with a companion app bolted on, but something that closes the gap between doing the habit and knowing whether it worked. ",{"type":11,"tag":125,"props":126,"children":128},"a",{"href":127},"\u002Fproject\u002Ffor_smile_sake\u002Fhow_do_you_design_a_smart_toothbrush",[129],{"type":16,"value":130},"Learn more about how I gained this insight.",{"type":11,"tag":132,"props":133,"children":134},"hr",{},[],{"type":11,"tag":96,"props":136,"children":138},{"id":137},"the-industrial-design",[139],{"type":16,"value":140},"The industrial design",{"type":11,"tag":103,"props":142,"children":144},{"id":143},"form-follows-function",[145],{"type":16,"value":146},"Form follows function",{"type":11,"tag":12,"props":148,"children":149},{},[150],{"type":16,"value":151},"The toothbrush is shaped around how a hand actually holds and moves it. Every curve and grip angle comes from the function. Materials chosen for what they do. The look follows from that rather than the other way around.",{"type":11,"tag":12,"props":153,"children":154},{},[155],{"type":16,"value":156},"The sensors in the handle are what could make the feedback real, if the engineering delivers. An accelerometer for movement speed, a gyroscope for rotation, pressure sensitivity for how hard the brush is pushed against teeth. The bet is that those inputs, read correctly, tell you something useful about your brushing rather than just recording that it happened.",{"type":11,"tag":158,"props":159,"children":162},"gallery",{"expand":160,"title":161},"true","Industrial design",[163,170,174,180,184,189,194,198,202,206],{"type":11,"tag":164,"props":165,"children":169},"gallery-item",{"span":166,"src":167,"width":168},6,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F43ipvrCDY5gtvKscyCq2pV\u002F5dbacfe55e411b2930a62cdcf0aebdb4\u002FmugToothbrushSQR.png",1000,[],{"type":11,"tag":164,"props":171,"children":173},{"span":166,"src":172,"width":168},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FhAfs64e8KbaI4RYtuGZSt\u002F0d780235dfef12ba2d17e8fdfff20ea1\u002FfaceSQR.png",[],{"type":11,"tag":164,"props":175,"children":179},{"span":69,"src":176,"width":177,"alt":178},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7wDrVhhAfWrK5YTR4CttPp\u002Fd2174f5ca379a81fa25d111f9b29ecdf\u002FtoothbrushDetailsSketch2.png",900,"The toothbrush is already familiar, the opportunity is in the details.",[],{"type":11,"tag":164,"props":181,"children":183},{"span":69,"src":182,"width":177},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F75kppeAJsjsDaAy6oIMCcp\u002F486cae1ff7aa4b4673f3091e45addaf0\u002FtoothbrushDetailsSketch1.png",[],{"type":11,"tag":164,"props":185,"children":188},{"span":166,"src":186,"width":187},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F40TuvRi740YutGzRk3HaFz\u002F87d2f2f8e6340af1831b6fcd269f4978\u002FtoothBurshIdeas.png",2000,[],{"type":11,"tag":164,"props":190,"children":193},{"span":191,"src":192,"width":187},12,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6NQTxsLTNGxDv4STPQ7Jan\u002F6927f35a8f147dffc72dccf2158fa69d\u002FtoothBrushFroms2.png",[],{"type":11,"tag":164,"props":195,"children":197},{"span":42,"src":196,"width":168},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7A54zjSkT8iZA0fAxKDIvo\u002Ff43c42b8397d7b61dd60089714fe0f9b\u002FdyanmicPoseSQR.png",[],{"type":11,"tag":164,"props":199,"children":201},{"span":42,"src":200,"width":168},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5ffur4kjkAHW0w0VBdelGh\u002Fac2dea54fa443ab1685c6f6cd5738450\u002FsideSQR.png",[],{"type":11,"tag":164,"props":203,"children":205},{"span":42,"src":204,"width":168},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1vIOEseHEV0h6g6aV20gwj\u002F33c28ab0602f1b4e392e7c145e706858\u002FcloseUpSQR1.png",[],{"type":11,"tag":164,"props":207,"children":209},{"span":191,"src":208,"width":187},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7cQFmBV2WPFujfFvgusQg3\u002F0aa954ba4dbd6480168c5f5656d812b4\u002FtoothBrushSideAllFour.png",[],{"type":11,"tag":132,"props":211,"children":212},{},[],{"type":11,"tag":96,"props":214,"children":216},{"id":215},"the-environment",[217],{"type":16,"value":218},"The environment",{"type":11,"tag":103,"props":220,"children":222},{"id":221},"sustainability-should-be-the-default",[223],{"type":16,"value":224},"Sustainability should be the default",{"type":11,"tag":12,"props":226,"children":227},{},[228],{"type":16,"value":229},"Sustainable design is not just about what a product is made of. It is about how long it lasts and what happens when parts wear out. Replaceable heads. Degradable materials where composite construction used to be the only option. A handle designed to outlast the bristles by years.",{"type":11,"tag":12,"props":231,"children":232},{},[233],{"type":16,"value":234},"Connectivity pulls its weight here. The app tracks when the brush head needs replacing and prompts a refill before it stops working properly. Returning old heads earns credits toward the next order. The sustainable behaviour becomes part of using the product rather than something extra the user has to remember to care about.",{"type":11,"tag":158,"props":236,"children":237},{},[238],{"type":11,"tag":164,"props":239,"children":241},{"span":191,"src":240,"width":52},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F20PDFk6ltGJcGnlcvnuvcl\u002Fe61c72f53eaf4b6f58b5356cdccb75d5\u002FrecycleDevice1.png",[],{"type":11,"tag":132,"props":243,"children":244},{},[],{"type":11,"tag":96,"props":246,"children":248},{"id":247},"the-app",[249],{"type":16,"value":250},"The app",{"type":11,"tag":103,"props":252,"children":254},{"id":253},"smarter-brushing-not-more-brushing",[255],{"type":16,"value":256},"Smarter brushing, not more brushing",{"type":11,"tag":12,"props":258,"children":259},{},[260],{"type":16,"value":261},"The app is what makes the hardware worth having. Session tracking, technique feedback from the sensors, nudges toward flossing and dentist visits when the data suggests they are overdue. Information shown in context rather than as raw numbers; not how many times you brushed this week, but whether the habit is actually getting better.",{"type":11,"tag":12,"props":263,"children":264},{},[265,267,273],{"type":16,"value":266},"Users set their own goals and control how often the app checks in. The features work when they are needed and stay quiet when they are not. All of it, ",{"type":11,"tag":268,"props":269,"children":270},"em",{},[271],{"type":16,"value":272},"for smile's sake",{"type":16,"value":274},".",{"type":11,"tag":158,"props":276,"children":277},{},[278,282,286,291,296,300],{"type":11,"tag":164,"props":279,"children":281},{"span":191,"src":280,"width":187},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2i0CFPy2VQRpvNlqSRtU0K\u002F6ac52960940170d158c9efa3b0daa9c7\u002FconnectedDevice.png",[],{"type":11,"tag":164,"props":283,"children":285},{"span":191,"src":284,"width":187},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3p4V16P9NVVNqjb7n1qR48\u002F4dc9cf7fac2b10186ecdcd65e504937a\u002FdataOverView.png",[],{"type":11,"tag":164,"props":287,"children":290},{"span":288,"src":289,"width":168},7,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4nnsNJGVoN4yP2osi8LHqL\u002F24af79c0e512f41693e37193423cc292\u002FdataRecommendations.png",[],{"type":11,"tag":164,"props":292,"children":295},{"span":293,"src":294},5,"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F21aqqbpxwmUQda8BfI2jv\u002F1d248faf97180dc5d5f7b4370d0f404e\u002FtoothDataRecommendationOneView.mp4",[],{"type":11,"tag":164,"props":297,"children":299},{"span":42,"src":298,"width":177},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7aTvdyffZzDcYzoIlsdUYN\u002Fa782dca0203f5f8b9f459e8e0de88c92\u002FtoothBrushScreen.png",[],{"type":11,"tag":164,"props":301,"children":303},{"span":42,"src":302,"width":177},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6ZzY9AKzc8OBlGXbscwsu\u002F4581727a5bf9f21b3bb6f49a9340409e\u002Frefill.png",[],{"metadata":305,"sys":308,"fields":323},{"tags":306,"concepts":307},[],[],{"space":309,"id":311,"type":312,"createdAt":313,"updatedAt":314,"environment":315,"publishedVersion":317,"revision":318,"contentType":319,"locale":44},{"sys":310},{"type":32,"linkType":33,"id":34},"1ZXub0XDOGb5lfP1R0257X","Entry","2020-11-28T15:33:47.508Z","2026-09-12T14:38:30.451Z",{"sys":316},{"id":40,"type":32,"linkType":41},1143,236,{"sys":320},{"type":32,"linkType":321,"id":322},"ContentType","project",{"title":324,"teaser":325,"slug":326,"type":327,"highlight":23,"order":329,"thumbnail":330,"herocolor":351,"link":352,"year":353,"problem":354,"outcome":355,"contribution":370,"content":373,"thankYou":374,"readNext":375,"casestudies":378},"eJobs","Elevating Romania’s top job portal with a reimagined digital experience and a scalable design system that connects brand to product.","ejobs",[328,21,22],"Client",90,{"metadata":331,"sys":334,"fields":343},{"tags":332,"concepts":333},[],[],{"space":335,"id":337,"type":36,"createdAt":338,"updatedAt":339,"environment":340,"publishedVersion":342,"revision":42,"locale":44},{"sys":336},{"type":32,"linkType":33,"id":34},"7HDRa3rPLVzHVITZuAP2Z6","2021-01-10T17:58:54.207Z","2024-04-30T10:40:26.699Z",{"sys":341},{"id":40,"type":32,"linkType":41},14,{"title":344,"file":345},"ejobsHeader",{"url":346,"details":347,"fileName":350,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7HDRa3rPLVzHVITZuAP2Z6\u002F82859de52a013a5f2809a5a82c9446a9\u002Fheader.png",{"size":348,"image":349},2265270,{"width":77,"height":78},"header.png","753BBC","https:\u002F\u002Fwww.ejobs.ro\u002F",2018,"With over 20 years of experience, eJobs is Romania's leading digital job portal — trusted, widely recognised, and home to a database of more than 4.5 million CVs. Its audience reflects the full demographic spectrum of the country, which brings both opportunity and real design complexity: the platform needs to work for users with vastly different levels of technical literacy. As Romania's largest job portal continues its digital transformation, the challenge was clear. Long-standing business expectations, entrenched user perceptions, and outdated technology all needed to move together.",[356,359,362,365,368],{"number":357,"description":358},"500k","monthly active user",{"number":360,"description":361},"↑","scalable multi-platfrom design system",{"number":363,"description":364},"4+","rating in Appstore and Playstore",{"number":366,"description":367},"3.9M","professionals on the platform",{"number":360,"description":369},"art direction spanning brand, product, and campaigns",[84,90,371,87,88,372],"Art Direction","Editoral","###### The observation\n# Beyond an aggregator\neJobs has uncovered major opportunities for growth that extend far beyond its traditional role as a job ad aggregator. The vision includes offering comprehensive HR services, delivering specialised recruitment solutions for niche industries, and supporting the workforce of the future through educational programmes focused on upskilling and reskilling.\n\nTo realise that vision, the brand and the product needed to grow together. The job was to build a complete visual language from the ground up: one that could scale across every surface the product touches, from campaigns to product to communications.\n\n::gallery\n  ::gallery-item{span=\"8\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FHh5txnetHoUxKF9TgPqRn\u002Fcb1135fbe56d52a4c7e421c695560465\u002FeJobsLogo.png?w=1600\"}\n  ::\n  ::gallery-item{span=\"6\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3q2dNlhjnKe05JlMcuDiYH\u002F3412e49e641ee9fcfc27b6ee52f74d21\u002F_logoOutro.mp4\"}\n  ::\n  ::gallery-item{span=\"6\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3vOxX0sG5eaWJiemSGjfEP\u002F1775834f52d2ee0e3af1067272c6c76f\u002F_logoTVpurple.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F4g9md5lcoMtxKZ82A3g13h\u002F8e53f825ad31d01b54af9b22ca8f141e\u002FeJobsLogoSwap.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F1JmbAx5BeJP2PvIx0Hd5sk\u002Fbb01ff510a79f2fe115f11c30d2df6a6\u002FeJobshHuman.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F5RJcSGk3eJjY6Tk7fk6VuN\u002F6ee4c26803bb886beb5615ce6b1438de\u002FeJobsShoutOut.mp4\"}\n  ::\n::\n\n---\n\n###### The art direction\n# A new journey starts here\nThe central idea was to make eJobs feel like a genuine starting point for every career move, not just a listings page. The art direction I developed centres on realistic objects — familiar, everyday items whose meaning is subtly reimagined to spark curiosity and connection. Friendly and playful, yet vibrant and distinctive, the style needed to work fast and at scale across campaigns, product, and communications.\n\nI developed the line art illustration style into something more flexible and systematic, giving the team a visual language they could apply consistently without losing character.\n\n\u003Cdiv class=\"gallery-block gallery-block container mx-auto h-max p-5 py-20 lg:py-28\">\n\n  \u003Cdiv class=\"tile is-ancestor\">\n\n   \u003Cdiv class=\"tile is-8 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7aiRnaPhMr8f429K3y7b8W\u002F0b57be618be0c0b3999111f15d61a8da\u002Felements.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n\n   \u003Cdiv class=\"tile is-4 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\" style=\"background:#8538C1\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5U3fRl3tobr7nNAIHL2zBC\u002F1cef08eb14d5dc0b5fbfd14c6ab881ac\u002FpencilDesign.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4kyfUToTLaMYCeW1Fjeudc\u002F0e9b6d378d1619bf8f3aa5af6743cecc\u002Fperson.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n         \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7GK1uXiOuH6tPQN3QHCuTQ\u002Fa813a1006e4e963b503b27f1113b4605\u002Fframe.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002Fw05XD4ibhUCzGkmJwbjv2\u002Fd86a0c8e9acdbe78f7928be9fe5bfb55\u002Fbooklet__2_.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n            \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3DOlHZRXRRZALqpsrfGS77\u002F4d06231f53859d13203e477c8147c087\u002FperformanceMarketing.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n            \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FUzejk62L1FojZgJU2lBj0\u002Fb3ca32ece060631766eab5dd5bd058c6\u002FserviceOverview.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n\u003C\u002Fdiv>\n\n---\n\n###### The product design\n# A blueprint for a design system\nThe design system builds directly on the established art direction, turning aesthetic principles into a scalable, user-friendly, and accessible framework. Working from the atomic principle, I developed the foundational layer — grid, colour palette, typography system and scale, buttons, input fields, hierarchy, line widths, and illustrations — before advancing to more complex interaction patterns and components.\n\nThe system needed to support Android, iOS, and a responsive web app simultaneously, which meant defining clear breakpoints, simplifying platform quirks, and optimising performance across devices. With 500k monthly active users spanning all ages and digital literacy levels, accessibility and usability were priorities from the start. Custom illustrations and subtle UI touches kept everything true to the brand. Designer tokens were then handed to the front-end team, who translated them into their own component library.\n\n[Read more about eJobs' design system](\u002Fproject\u002Fejobs\u002Fhow_to_build_an_atomic_fluid_design_system)\n\n\u003Cdiv class=\"gallery-block gallery-block container mx-auto h-max p-5 py-20 lg:py-28\">\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cvideo autoplay loop>\n\u003Csource src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7bF5HAHwKbThKrR2wHuR8k\u002F3333a070a7842425186c4262c99f7d43\u002FmobileAnimeJobs.mp4\">\n\u003C\u002Fvideo>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent\">\n    \u003Cdiv class=\"tile is-child box\" style=\"background:#24184D\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FmCtLZtR4hby9SJMhfJjGI\u002Fe510ee83da14f69b3f723e4fe534feac\u002FlandingPageExemples.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-12 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F57NU9TIWtFE0xsuYaT6Due\u002F400b6cffb79dd3b51b8a4e4007c7b8d9\u002FsearchPage.png?w=2000\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n   \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6y1mA9L2evwldP37IPtaJ3\u002F00fb3afa27a86743e5974f346b204d1d\u002FdarkMobileExample.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F116bgDkFHTCgxmLgLpyewq\u002F3c1f528dd5c4cc6575c841091857aa0a\u002FsearchPageDark.png?w=1400\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FF9BblJd4NzoRff89q8ZQm\u002Fddff8bae381f95052ee39fb5c58fe367\u002FillustratedIcons.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n    \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6wvNOfdLv1iT1RXCNaK9xo\u002Fa6d12c26c567130b1de06fcb9bcdfa97\u002Femojies.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n\u003C\u002Fdiv>","Thanks to David for management and product design and Mircea for the clever UX interactions, feedback, etc. To Laura for the research, insights, and clarity. And to Ana and Alexandra.",{"sys":376},{"type":32,"linkType":312,"id":377},"7z52gqj4GX0cEklQu5bgdM",[379,382],{"sys":380},{"type":32,"linkType":312,"id":381},"59Q6hNF2XXk6KV17Mj6scW",{"sys":383},{"type":32,"linkType":312,"id":384},"1FyKA04BPD32a8LYeB99rP",[386],{"metadata":387,"sys":390,"fields":402},{"tags":388,"concepts":389},[],[],{"space":391,"id":393,"type":312,"createdAt":394,"updatedAt":395,"environment":396,"publishedVersion":398,"revision":166,"contentType":399,"locale":44},{"sys":392},{"type":32,"linkType":33,"id":34},"3xeWbwA8SSKs5UvDPWrsUn","2026-05-24T15:07:09.758Z","2026-06-14T13:42:51.580Z",{"sys":397},{"id":40,"type":32,"linkType":41},66,{"sys":400},{"type":32,"linkType":321,"id":401},"casestudy",{"title":403,"slug":404,"body":405,"technique":406,"project":411},"How do you design a smart toothbrush?","how_do_you_design_a_smart_toothbrush","This research was about discovery: letting real people fill in the gaps. Five interviews, recorded and processed, each one a chance to understand how people actually relate to their oral health, their routines, and the idea of a smarter toothbrush.\n\n---\n\n###### The empathy\n# The ambition is real. The routine is not.\nTwo archetypes emerged from the interviews. The first is conscious and tech-savvy; they have built a solid oral care routine on the advice of their dentist, already use an electric toothbrush, and still quietly wonder if they are doing it right. The second is busy and minimalist; they know what good oral care looks like, brush when they remember, and are too overwhelmed by life to add more to their routine.\n\nWhat both share is a kind of background anxiety. Tartar, discolouration, sensitivity; the consequences of bad oral care are real, but the feedback loop is almost non-existent. You brush, you rinse, you leave. Nobody tells you if you did it well. \n\n::gallery\n  ::gallery-item{span=\"6\" row=\"span 2\" bg-color=\"#b1b1b1\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6KoALyx307iFXEJoDI5jcJ\u002Fcd1c05074d6902dce0fd4af1decd9a7e\u002FforSmileSakeMinimalist.png\"}\n  ::\n  ::gallery-item{span=\"6\" row=\"span 2\" bg-color=\"#b1b1b1\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2fAJldETVFGGhDl97xP94L\u002Fab968fbfa4f4fc08c355132c4b150250\u002FforSmileSakeTechSavvyConcious.png\"}\n  ::\n  ::gallery-item{span=\"12\" row=\"span 2\" bg-color=\"#b1b1b1\" width=\"1600\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FFMbNYOiBEbchkSUKGRwTa\u002F81be73bb7d15b33f71d768beef65fa21\u002FforSmileSakeEmpathyMap.png\"}\n  ::\n::\n\nThe empathy map made this visible across participants; the gap between what people say they do and what they aspire to do. Oral health sits in a strange place: everyone wants to do more, knows what more looks like, and quietly accepts that they are not quite there yet. Not laziness; just the reality of a busy life and a habit that only becomes urgent when something goes wrong.\n\nThe findings were first distilled into user needs statements; translating raw observations into specific problems, each one capturing who needed what and why. These were then mapped onto the full oral care journey; brushing, mouthwash, flossing, dentist visits. Brushing is habitual but mindless. Everything else is sporadic. The dentist visit is feared and postponed. The friction is not dramatic; it is the quiet accumulation of small things that never quite get done.\n\n::gallery\n  ::gallery-item{span=\"12\" row=\"span 2\" bg-color=\"#b1b1b1\" width=\"1600\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1DUezBDz4tUvcUDev4CqSn\u002F01b6d3e19f77f3e04d3014fb44c21b74\u002FforSmileSakeFeatureMap.png\"}\n  ::\n::\n\n###### The insight\n# The research did not hand me a product. It handed me a question: how do you integrate smart features into a daily routine without making the routine harder?\n\nThe answer the data pointed toward was invisibility. Smart features that work in the background, surface only when they have something worth saying, and reward the user for showing up rather than punishing them for falling short. Not a dashboard to maintain; a companion that quietly does its job.\n\nOne pattern stood out: people were already using electric toothbrushes. A smart device was not a leap; it was a natural extension of something already in their hands. Openness to connected features was mostly positive, but with one clear condition: it cannot become another thing to manage.\n\nThis was the focal point that shaped the industrial design, the app experience, and the sustainability thinking.\n\n---\n\n###### The conclusion\n# A direction, not a destination\nFive interviews is a starting point, not a proof. The insights were directional rather than definitive; patterns worth designing toward, not a complete picture of the problem. But that was always the point. This was discovery research; a way of stepping outside my own assumptions and letting real people reshape the direction. What came out of it was not a validated product spec. It was a concept with a clear foundation: a direction worth pursuing.",[407,408,409,410],"Interview","Affinity Mapping","Empathy Mapping","User Journey",{"metadata":412,"sys":415},{"tags":413,"concepts":414},[],[],{"space":416,"id":418,"type":312,"createdAt":419,"updatedAt":420,"environment":421,"publishedVersion":423,"revision":424,"contentType":425,"locale":44},{"sys":417},{"type":32,"linkType":33,"id":34},"ooOwIoVTOEH7nywOlCjO8","2022-02-10T17:54:32.108Z","2026-09-12T15:45:56.307Z",{"sys":422},{"id":40,"type":32,"linkType":41},695,133,{"sys":426},{"type":32,"linkType":321,"id":322},1791308691957]