1. A design framework for smoking cessation [rev. 2.0] Peter Coughlan pcoughlan@ideo.com

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

10. Design principles 1.let me kick the tires 2.connect to experts & community 3.connect to the rest of my life 4.create tangible, aesthetically pleasing tools 5.connect the dots for me 6.support multiple modalities 7.track my (daily) progress 8.show that you trust me 9.create and support ritual 10.help me learn my patterns

11. Products & services that seek to create new behaviors

18. Design principles 1.let me kick the tires 2.connect to experts & community 3.connect to the rest of my life 4.create tangible, aesthetically pleasing tools 5.connect the dots for me 6.support multiple modalities 7.track my (daily) progress 8.show that you trust me 9.create and support ritual 10.help me learn my patterns

19. Smoking cessation products and services …

25. Design principles 1.let me kick the tires 2.connect to experts & community 3.connect to the rest of my life 4.create tangible, aesthetically pleasing tools 5.connect the dots for me 6.support multiple modalities 7.track my (daily) progress 8.show that you trust me 9.create and support ritual 10.help me learn my patterns

26. The Smokers’ Journey TENSION TRIGGER TREATMENT

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

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

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

33. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution 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. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution Recommend to others Lower the bar Provide appropriate information & support

36. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution 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. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution Recommend to others Lower the bar Provide appropriate information & support Make progress tangible

39. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution 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. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions

42. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution 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. The quitter’s journey Perceive a need Evaluate alternatives Decide on a solution Consume (or not) Seek a solution Recommend to others Lower the bar Provide appropriate information & support Make progress tangible Facilitate transitions Foster community

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