Colgate Hum Kids

Colgate Hum Kids—
Improve Children’s Brushing Habits

Senior Art Director

Make Brushing Fun Again

The Colgate hum Kids toothbrush makes brushing more fun and educational for kids ages 5+. Paired with the free app, it uses augmented reality to guide brushing, turn sessions into a game, and reward kids as they build better habits. Parents can track progress, missed spots, and completed brushing sessions.

Product Thinking Snapshot

Colgate hum Kids turns brushing into a playful habit-building experience through AR guidance, rewards, progress tracking, and parent visibility — helping kids stay engaged while building better routines.

80%

increase in habit compliance through reward-based gamification

50%

of users returned daily to complete gamified brushing sessions

25M+

households reached across 12 global markets through the connected brushing experience

Changing Daily Habits

Most kids don’t brush effectively or consistently, and existing solutions focus on reminders rather than behavior change—leading to low engagement and weak long-term habits. At the same time, parents lack clear insight into how well their children are actually brushing, creating an opportunity to design a connected experience that teaches technique, builds habit, and adds accountability without feeling clinical or forced.

Level Up as You Brush

I shifted brushing from obligation to motivation by designing around behavior:

Made it rewarding → Turn progress into visible, immediate feedback

Designed for autonomy → Let kids feel in control, not instructed

Supported the parent → Provide insight without adding friction

Bridged physical + digital → Connect real-world behavior with in-app feedback

Build Better Habits

1. Real-Time Brushing Guidance
The app uses motion tracking and visual cues to guide kids through proper brushing zones—turning technique into an interactive experience.

2. Gamified Progress System
Brushing unlocks rewards, characters, and levels—reinforcing consistency and building a habit loop over time.

3. Parents-Only Dashboard
A connected view into brushing duration, coverage, and frequency—giving parents clarity and control without constant supervision. Keeps track of kids’ progress

4. Kid-Centered Design System
Bright visuals, simple interactions, and clear feedback loops designed for accessibility and ease of use.

Onboarding Screens