Crest Smile Advisor App
The Smile Advisor, an AI oral care expert, curates a routine and gets users one step closer to a healthier smile.
Context
Around 2018, Crest was expanding its digital presence as more consumers began researching and purchasing personal care products online rather than in store with direct to consumer marketing. At the same time, the audience for at-home whitening had become increasingly crowded, with multiple product variations that were difficult for customers to differentiate. Without the ability to easily assess their own needs, many users relied on guesswork when choosing a product. The Smile Advisor app was created using to provide personalized recommendations, helping customers understand their current tooth shade and confidently select the right whitening solution.
The Challenge
Oral care can be an overwhelming world of information, especially after a trip to a dentist. With all of the different products, all of the different health considerations, it gets tricky. It can also be a sensitive area with insecurities. Many of us have a bathroom shelf dedicated to the trial and error of new products and are skeptical about risking the health of teeth, money, and time to experiment.
With Crest Smile Advisor, the goal is to ease this experience for users. All in a click of a selfie and a few questions, a user can get an AI expert analysis on a regimen that will work best for them.
With development help from a 3rd party engineering company (that I worked for as a contractor later on in life) and working with the Oral Care team at P&G, we made wireframes which led to many UI variations and multiple rounds of design review on-site and with the client.
With Crest Smile Advisor, the goal is to ease this experience for users. All in a click of a selfie and a few questions, a user can get an AI expert analysis on a regimen that will work best for them.
With development help from a 3rd party engineering company (that I worked for as a contractor later on in life) and working with the Oral Care team at P&G, we made wireframes which led to many UI variations and multiple rounds of design review on-site and with the client.
The Goal
Increase conversion by turning product discovery into a personalized, guided experience
The Experience
The Flows
The experience was designed to feel simple and approachable while guiding users through what can often be an overwhelming product decision. By combining visual input with tailored recommendations, the app created a more engaging and confidence-building path to purchase, bridging the gap between product education and decision making.
A/B Testing
Iterated onsite with the client over numerous days while working with engineering to develop the interactions and interface to match the prototypes.
Outcome
The Smile Advisor experience transformed product selection from a static, guesswork driven purchase into a personalized and interactive journey.
By allowing users to see recommendations based on their own smile, the experience increased confidence in product choice and reduced uncertainty during decision making. It also created a more engaging path to purchase by connecting product education directly to the user’s needs, helping bridge the gap between awareness and conversion.
Overall, the experience demonstrated how simple, user-driven inputs can make complex product decisions feel clear, intuitive, and tailored.
This was one of my very first projects as a designer and I am still so very thankful for the oral care brand managers at P&G, engineering company (Mindtree), and Publicis Groupe for letting me learn from them over the course of this project. Crest remains my favorite brand that I have worked on. Procter and Gamble brand managers always allowed for me to test and try new things within their products and, especially with social media, it allowed for great expertiments and shows in their campaigns.
By allowing users to see recommendations based on their own smile, the experience increased confidence in product choice and reduced uncertainty during decision making. It also created a more engaging path to purchase by connecting product education directly to the user’s needs, helping bridge the gap between awareness and conversion.
Overall, the experience demonstrated how simple, user-driven inputs can make complex product decisions feel clear, intuitive, and tailored.
This was one of my very first projects as a designer and I am still so very thankful for the oral care brand managers at P&G, engineering company (Mindtree), and Publicis Groupe for letting me learn from them over the course of this project. Crest remains my favorite brand that I have worked on. Procter and Gamble brand managers always allowed for me to test and try new things within their products and, especially with social media, it allowed for great expertiments and shows in their campaigns.