1. Increasing Demand for Smoking Cessation
A design problem or a transformation (by design) problem?
Peter Coughlan

2. Products & services that enhance existing behaviors

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

4. 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

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

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

7. Products & services that seek to change behavior

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

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

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

11. 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

12. 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

13. Smoking cessation products and services …

14. 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

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

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

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

18. 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

19. 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)?