This project addresses the question of how Philips can design and implement an effective divestment experience for Sonicare electric toothbrushes to facilitate and enhance practices in formal collection. Using practice theory as a guiding framework, with practice-oriented design methods as actionable steps, this project explores the divestment of electric toothbrushes as a target practice.

The process began with literature and desk research to understand the broader context, followed by a deep dive into the target practice through historic career analysis, exploration of Philips’ current practices, competitor landscape, and in-depth interviews. Mapping the target practice revealed opportunities for reconfiguration, which were then explored through co-creation sessions with electric toothbrush consumers.

The design concept evolved through one exploration phase and two ideation phases, incorporating consumer feedback at the later stage. The final concept proposes a Philips take-back service consisting of three key intervention stages: Inform & Trigger, Facilitate & Support, and Acknowledge.

The interventions work to reshape the practice of divesting from electric toothbrushes, integrate divestment into the early stages of the purchase and use phases. They ensure that information is provided across multiple touchpoints, collection is facilitated through specially designed packaging and waste storage bags, and consumers’ contributions are acknowledged. This holistic approach aims to make divestment an integrated and rewarding experience, encouraging sustainable behavior through design.