Anders Axel Wallace, phdUX researcher & Designer


hum electric toothbrush

The brief
colgate's motivation for entering the electric toothbrush space inception for the innovation and user research project

why i got involved in the process consumer target, project goals, my role, and project timeline for the colgate hum project
The Research
research strategy cover page





breaking down the problem, and who's responsible for what research, by sketching the consumer path to purchase









desk research cover slide





doing market research and trends analysis



doing product research









primary source research cover slide



analyzing product reviews for leading electric toothbrush brands





using netbase to do social listening research on share of voice and brand sentiment among consumers





analyzing brand semiotics across tv, print, and digital advertising









user discovery in the wild cover page





executing video diaries





doing in-store ethnography in retail environments, interviewing shoppers and retail associates









downloading our learnings cover page





doing affinity mapping and crafting insight statements
The Insights
defining the main challenge, including my responsibilities, skills used, project stakeholders, team members, and development timeline



winning grant funding to pursue original ethnographic research





winning grant funding to pursue original ethnographic research
winning grant funding to pursue original ethnographic research
winning grant funding to pursue original ethnographic research
collecting data through ethnography, interviews, and participant observation to help me gain a deep understanding of the social and cultural problem these men are experiencing around their masculinity





creating data visualizations including network graphs, histograms, bar charts, and heatmaps to help me analyze and interpret my data





defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
helping the team understand the proportional significance of our user groups by segmenting our target demographics in a pie chart data visualization
taking the first step in building the choose your own adventure storytelling website by creating user flows and prototyping the outline of the narratives and user choices
building a style guide to ensure design consistency, especially in layouts, typography, interaction design, and other graphical elements
defining the main challenge, including my responsibilities, skills used, project stakeholders, team members, and development timeline



winning grant funding to pursue original ethnographic research





winning grant funding to pursue original ethnographic research
winning grant funding to pursue original ethnographic research
winning grant funding to pursue original ethnographic research
collecting data through ethnography, interviews, and participant observation to help me gain a deep understanding of the social and cultural problem these men are experiencing around their masculinity





creating data visualizations including network graphs, histograms, bar charts, and heatmaps to help me analyze and interpret my data





defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
defining user needs by creating user personas for good game
helping the team understand the proportional significance of our user groups by segmenting our target demographics in a pie chart data visualization
winning grant funding to pursue original ethnographic research





winning grant funding to pursue original ethnographic research



winning grant funding to pursue original ethnographic research
winning grant funding to pursue original ethnographic research
collecting data through ethnography, interviews, and participant observation to help me gain a deep understanding of the social and cultural problem these men are experiencing around their masculinity
creating data visualizations including network graphs, histograms, bar charts, and heatmaps to help me analyze and interpret my data
defining user needs by creating user personas for good game
defining user needs by creating user personas for good game







defining user needs by creating user personas for good game







defining user needs by creating user personas for good game
helping the team understand the proportional significance of our user groups by segmenting our target demographics in a pie chart data visualization
taking the first step in building the choose your own adventure storytelling website by creating user flows and prototyping the outline of the narratives and user choices
building a style guide to ensure design consistency, especially in layouts, typography, interaction design, and other graphical elements
building a style guide to ensure design consistency, especially in layouts, typography, interaction design, and other graphical elements
building a style guide to ensure design consistency, especially in layouts, typography, interaction design, and other graphical elements

building a style guide to ensure design consistency, especially in layouts, typography, interaction design, and other graphical elements