1. Designing for Demand Creating Innovations with IDEO and AED

8. 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

9. New RWJF Grant “Designing Innovations In Tobacco Cessation Products And Services To Boost Treatment Use And National Quit Rates” –Goal: to identify innovations that could significantly boost U.S. rates of treatment use and cessation within three years –5-10 design projects with IDEO over 18 months (June 2006 to December 2007), administered by AED –Focused on stimulating major breakthroughs, especially for underserved low-income and racial/ethnic populations

10. New RWJF Grant Looking for design projects that: –Have the potential to dramatically increase the use of an evidence-based treatment or system of treatments –can apply and test the initial cessation product design framework and principles developed by IDEO for the Roundtable –can be prototyped and tested in a high-quality learning environment with appropriate data collection mechanisms and staff support in place –are feasible to take to scale with minimal.potential implementation barriers (financial, contractual, legal, regulatory)

11. New RWJF Grant Projects will represent a range of products and services and settings: –quitline –on-line –face-to-face –primary care –Pharmacotherapy –others

12. New RWJF Grant Organizations that participate in a design project will: –Work with AED to set up the project (defining the scope, initial kick off, determining the process, bringing in other experts, evaluation) –Have access to IDEO’s time –Cover other costs (such as meeting space, supplies, food, etc.)

13. Services IDEO Can Provide Brief Consultation In-depth Consultation Design Workshops Prototyping

14. New RWJF Grant Apply for a design project by speaking with Todd Phillips and Tracy Orleans first Then submitting a short written request outlining the potential innovation and its potential for increasing the use of cessation treatments

15. Q&A