Reimagining dental care services

Final Project  - MA Service Design 

(Royal College of Art),

Partners: Kolibree, ZS Pod Marjankou, Dental Care Houses Prague
 Service Design   Public Health   
 Digital Platforms  

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The Overview

Tooth decay becomes one ot the major global health challenge. According to WHO, 60 - 90% of schollchildren worldwide have dental cavities, about 30% of people aged 65 - 74 have no natural teeth, and nearly 100% af adults have dental cavities.

How might we levarage the dental care system in the Czech Republic to become more prevention focused?

WHO has formulated specific targets on dental caries among children to be achieved by 2020. The target was to reduce dental caries severity among children aged 12 years to no more than 1.5 DMFT ( Decayed, Missing and Filled Teeth index). However, most of central and eastern European countries, such as the Czech Republic, haven't reached this target. 

The Research

The research consists of an online questionnaire, 14 interviews with key stakeholders such as dentists, dental professionals, school teachers and parents. 

Than, I organised two design workshops with one group of pre-school children and one group of school-children in order to better understand their relationship to health education.





Respondents to a questionnaire


Expert interviews


Co-Creation Workshops

The Key Findings

1. The most effective health prevention is education

2. Czech patients do not visit dental checkups regularly

3. Children are not engaged in health education

4. School Prevention Programs are Underfinanced and do not Have Trust of Both Parents and Teachers

5. Dentist do not have time to focus too much on prevention, they focus rather on treatment


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The Market Research

Gov strategy is

The Patients Needs and Fears

Tom is 6 years old boy living with his family in Prague, the Czech Republic


Learning new habbits when it is a duty


Exploring new thinks in an engaging way


Dental visits

Feeling responsibility

Kristýna is Tom's mother. She is 33 year old. Married to husband Tom.


She had dental health issues when she was young.Thou, her bad experinces with dentist is the reason to avoid the same problems regarding Tom.

Lack of time / she does not remeber when to go to other checkup. Also, she does not have time to check Tom is he toothbrush regularly. Tom should be old enough to take responsibity.

Does not trust to school, government and even their dentist. Only her and Tom is reponsible for their own health.


Kristýna was motivated to visit checkups regularly over the first three years of Tom.


Get discount when need for drilling

Dental visits

Beying healthy

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Deisign the rewarding system–how might we motivate parents and kids to keep their teeth healthy? 

Prototyping the rewarding system for children 


Applying gamification and storytelling 


Exploring gain creators:

What motivates children / the workshop = easy to motivate, hard to keep attantion in the long preriod.

What motivates parents / rewarding system / insurance, rewards, opening new levels of education, social network and sharing pi.


The conclusion and problem statement

While the dental care system in Baltic countries is fragmented, there is an increasing need for a holistic approach to solve the problem. But it seems less important issue for national policy makers. Thus there is need to find a way how to motivate parents to be ivolved more. Maybe the way is through produst of dental aesthetis and fashion and lifestly ervices and products.

No signals of some big systematic reforms or systematic change in dental health care policy. The dental health care system  is designed in order to help people when a disease occurs. No enough focus on prevention.

How might we connect parents, schools and dentist in an engaging way in order to improve the dental health of both kids and parents?



The platform enables a holistic approach to kids’ dental hygiene, connecting between home, school and clinics, thus connecting isolated  interventions to kids’ oral hygiene.

Connect all the stakeholders through gamification, one storry or a game which keep kids attention.

The hypothesis one:

Kids will be motivated to practive toothbrushing when they will be rewarded by some kind of score, which than can use as weapons to attack other kids in a social network which practice toothbrushing less. They will confront each other. They will get points after visiting checkup, at school, and at home.

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The first iteration: new hypothesis