Increasing Demand for Smoking Cessation A design problem or a transformation (by design) problem? Peter Coughlan pcoughlan@ideo.com

Products & services that enhance existing behaviors

Unmet need: ritual taste Give me control -- wet half decaf?! Social connection

Invite me to try it, for free! Let me do this when it’s convenient -- Friday evening, New Yorker reviews, newspaper Acknowledge that my plans will change, and on’t penalize me for it! Trust that I’m not trying to rip you off Let me share good stuff with friends

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)

Products & services that seek to change behavior

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

Like Covey, an assessment quiz Focus on goal of quitting, not on my life and lifestyle

Convenient On my own time Anonymous A person who understands me and sympathizes with me

Transformation principles engage all stakeholders reveal the familiar in unfamilar ways collaboratively create the vision and the path enable people to be creative lower the bar implement through experimentation

How might we … engage all stakeholders in smoking cessation? help users to see the familiar in unfamiliar ways? collaboratively create the vision (beyond just quitting)? enable people to be creative (in their engagement with cessation activities)? lower the bar (to quitting)?