1. A design framework for smoking cessation
[rev. 2.0]
Peter Coughlan

2. How might we increase consumer demand for smoking cessation products and services?

3. By creating experiences that people value more than smoking

4. How might we help people feel better about NOT smoking than about smoking?

5. Products & services that enhance existing behaviors

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

7. Give me something that is aesthetically pleasing (delightful!)
Easy to use

8. Allow me to create community
Enable me to share
Connect the dots for me (music, player, software, standard)

10. 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

11. Products & services that seek to create new behaviors

12. Motivate me (instructor messages, t-shirts)
Guide me day-to-day (how to set machines)
Allow me to track my progress

13. Make it easy to access (email prompts from my work)
Connect the dots (product + software + website + communications)
Connect/compare me to others

14. Help me get my life in order
Understand that I’m unique

15. 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

18. 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

19. Smoking cessation products and services …

20. 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

21. Mixed among other pamphlets
not near the nicotine replacement products
Not very actionable

25. 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

26. The Smokers’ Journey
TENSION
TREATMENT
TRIGGER

27. Why should smoking cessation products and services get a special journey?!

29. Evaluate alternatives
The quitter’s journey
Perceive a need
Seek a solution
Evaluate alternatives
Decide on a solution
Consume (or not)
Recommend to others

30. 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

31. 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.”

32. 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

33. 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

34. 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.

35. 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

36. 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

37. 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.

38. 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

39. 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

40. 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.

41. 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

42. 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

43. How might we help quitters by …
Fostering community
Link similar quitters and supporters together.
Equip pre-existing social supports with resources.
Develop group solutions.

44. 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

45. 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

46. 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.

47. 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

48. 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

49. 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.

50. 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

51. So what’s the opportunity landscape?

52. 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

53. 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

58. How might we increase consumer demand for smoking cessation products and services?

59. By creating experiences that people value more than smoking