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A design framework for smoking cessation [rev. 2.0]

A design framework for smoking cessation [rev. 2.0]. Peter Coughlan pcoughlan@ideo.com. How might we increase consumer demand for smoking cessation products and services?. By creating experiences that people value more than smoking.

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A design framework for smoking cessation [rev. 2.0]

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  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

  6. 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

  7. Products & services that seek to create new behaviors

  8. 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

  9. Smoking cessation products and services …

  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. The Smokers’ Journey TENSION TREATMENT TRIGGER

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

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

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

  15. 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.”

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

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

  18. 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.

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

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

  21. 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.

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

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

  24. 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.

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

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

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

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

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

  30. 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.

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

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

  33. 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.

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

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