The MIMO
collection
features
water flosser
designs that
emerged several
years ago
during a surge
in the Chinese
market segment.
This project
focuses on
strategy and
design solution
development
to position and
differentiate
products in a
rapidly emerging
and competitive
market.
We engaged
market analysis
and
user research
to understand
the challenges
in the market
and discover
opportunities in
user lifestyles.
And further
shaped
creative product
solutions
that address
identified
user needs
for our target
consumers
and stand out
in the market.
As we began our market analysis, a significant trend quickly emerged:
The market is currently favouring affordable entry-level portable products, while desktop water flossers struggle with lower sales and supplier engagement.
Major industry players and local startups are increasingly focusing on portable flossers due to consumer demand. Even those with limited travel needs are choosing portable options, as reflected in top-selling products.
Why is this happening?
In a crowded market flooded with homogenous models,
the industry is heading towards fierce price competition, which marginalises desktop models positioned in higher price ranges.
Local start-ups pursue quick and easy product development, producing similar products with basic features. Without a unique edge, they are compelled to lower prices.
And Chinese consumers favour cheaper options, adding pressure to competitors, especially new entrants like our client, transitioning from an OEM to a start-up. Some international brands have adapted by offering lower-priced options alongside their premium models, responding well to market changes.
Yet,
Water flossers are becoming more personalised into individual units akin to toothbrushes.
This shift is driven by affordability, as owning separate units becomes economically feasible compared to a shared desktop model which serves the same functionality.
And the motivations for owning personal dental devices include flexibility, hygiene standards, and avoiding intimacy concerns
What lies ahead for the desktop water flosser?
- With this question, we delved into user and lifestyle research to identify opportunity for product positioning strategy.
This question extends beyond mere product design, evolving into a strategic investigation involving the identification of consumer groups with unmet needs, the recognition of unaddressed concerns in current solutions, and the strategic establishment of distinctive advantages to foster competitiveness in a crowded market segment.
Observation 1:
Elderly individuals prefer brushing their teeth with warm water.
Chinese households commonly rely on tank-style water heating systems, often leading to considerable wait times. Moreover, there's a potential risk of hot tap water causing inadvertent harm to oral skin.
Can these challenges be transformed into an opportunity that enhances the overall user experience?
Observation 2:
Young children and the elderly are found requiring specialised solutions for usability and dental care.
These consumer groups exhibit lower tendencies towards mobility and have heightened demands for product experiences due to their oral sensitivity, dental care needs, and limited familiarity with device operations. Whilst, their perspectives are often overlooked, as they typically do not play the primary purchaser role within households.
Observation 3:
Not all households feature Instagram-style expansive countertops and basins.
Some tabletops are narrow and cluttered with facial products and various items. The other households prioritising an organised countertop area often resort to storing devices in cabinets or shelves.
While accommodating a larger device may not pose a significant challenge, the potential for differentiation lies in addressing these spatial constraints. Solutions could focus on ensuring optimal organization and flexibility of use within confined spaces.
Observation 4:
Health Concerns.
Another crucial consideration for family members sharing dental devices is the potential transmission of bacteria, leading to health issues such as unpleasant odors and Helicobacter pylori infections
Further analysis propelled strategy development for setting our potential household flosser apart from competitors and portable models:
Product Advancing.
Be a well spent. Shift focus from price competition to emphasising value for consumers, providing a product upgrade with reasonable price that exceeds expectations.
Slim and Adaptive Design.
Craft a narrow and compact body, allowing flexibility in placement, whether in the limited space between the basin and the wall, inside a mirror cabinet, or any preferred location.
Versatile Viewing Angles.
Ensure adaptability for different viewing angles, facilitating use from both front and side positions, providing users with varied placement possibilities.
New Functions
Introduce new functions such as rapid water heating to a comfortable temperature and UV disinfection, enhancing the overall user experience.
Distinctive Interaction Design
Implement a unique interaction model to reinforce the perception of a premium product, leaving a lasting impression on users.
So Slim,
So Fit!
Making your countertop
more organisable.
Unlike traditional cylindrical models, the slim and elongated body shape fits perfectly in narrow or congested desk spaces, such as mirror cabinets. The top-relocated interface panel ensures convenience for users to observe and use in both vertical and horizontal placement.
So Slim,
So Fit!
Making your
countertop
more organisable.
Warm Water
with One Click
Reduced wait time,
enhanced safety, and increased comfort.
Heated tap water takes a long wait and may burn your oral capacity unknowingly. To enhance comfort and safety, we have incorporated a water heating function specifically designed for elderly Chinese consumers and individuals with sensitive oral capacities who benefit from this feature.
Warm Water
with One Click
Reduced wait time,
enhanced safety,
and increased comfort.
Automatic
Disinfection after Use
Reduce cross-contamination and bacterial proliferation, safeguarding the health of family.
The UV disinfestion is
automatically activated after
the door of product shut,
which also turns off the device
to prevent accidental
activation of flosser
Automatic
Disinfection
after Use
Reduce cross-contamination and bacterial proliferation, safeguarding
the health of family.
