A design framework for smoking cessation [rev. 2.0] Peter Coughlan pcoughlan@ideo.com
How might we increase consumer demand for smoking cessation products and services?
By creating experiences that people value more than smoking
How might we help people feel better about NOT smoking than about smoking?
Products & services that enhance existing behaviors
Unmet need: ritual taste Give me control -- wet half decaf?! Social connection
Give me something that is aesthetically pleasing (delightful!) Easy to use
Allow me to create community Enable me to share Connect the dots for me (music, player, software, standard)
Design principles let me kick the tires connect to experts & community connect to the rest of my life create tangible, aesthetically pleasing tools connect the dots for me support multiple modalities track my (daily) progress show that you trust me create and support ritual help me learn my patterns
Products & services that seek to create new behaviors
Motivate me (instructor messages, t-shirts) Guide me day-to-day (how to set machines) Allow me to track my progress
Make it easy to access (email prompts from my work) Connect the dots (product + software + website + communications) Connect/compare me to others
Help me get my life in order Understand that I’m unique
Give me tangible, daily prompts Understand that it will take me time to learn about my needs / behaviors Integrate different aspects of my life, different roles Connect the dots (product, service, software, store) Support multiple modalities Get me over the hump. Comes with telephone help for trial period
Design principles let me kick the tires connect to experts & community connect to the rest of my life create tangible, aesthetically pleasing tools connect the dots for me support multiple modalities track my (daily) progress show that you trust me create and support ritual help me learn my patterns
Smoking cessation products and services …
35 SKUs $29.99 and up Case locked Pharmacist couldn’t help me after 15 minutes of waiting I couldn’t find anyone to talk to
Mixed among other pamphlets not near the nicotine replacement products Not very actionable
Design principles let me kick the tires connect to experts & community connect to the rest of my life create tangible, aesthetically pleasing tools connect the dots for me support multiple modalities track my (daily) progress show that you trust me create and support ritual help me learn my patterns
The Smokers’ Journey TENSION TREATMENT TRIGGER
Why should smoking cessation products and services get a special journey?!
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar
How might we help quitters by … Lowering the bar? Make the initial investment less “costly,” less difficult. Break the process into bite-sized pieces. Piggyback on existing behaviors or infrastructure. Let people “try before they buy.”
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support
How might we help quitters by … Providing appropriate information & support? Help quitters learn the various quitting options. Show them the “quitter’s journey.” Provide them with other relevant quitting resources.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible
How might we help quitters by … Making progress tangible Get quitters to measure their behaviors. Provide a big picture view of the journey. Collect and display data in creative ways.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions
How might we help quitters by … Facilitating transitions Help people from one step to the next. Provide bridge activities and tools. Anticipate the challenging passages in the journey.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community
How might we help quitters by … Fostering community Link similar quitters and supporters together. Equip pre-existing social supports with resources. Develop group solutions.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives
How might we help quitters by … Connecting to the rest of their lives Create and support rituals. Help smokers reach Maslow’s self-actualization. Develop group solutions.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives Make it my own
How might we help quitters by … Allowing them to make it their own One size does not fit all. Let me be a part of the design. Think mass customization.
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives Make it my own
So what’s the opportunity landscape?
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives Make it my own
Evaluate alternatives The quitter’s journey Perceive a need Seek a solution Evaluate alternatives Decide on a solution Consume (or not) Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community Connect to the rest of their lives Make it my own
How might we increase consumer demand for smoking cessation products and services?
By creating experiences that people value more than smoking