Increasing Demand for Smoking Cessation

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Increasing Demand for Smoking Cessation
A design problem or a transformation (by design)
problem?
Peter Coughlan pcoughlan_at_ideo.com
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Products services that enhance existing
behaviors
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Products services that seek to change behavior
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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

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Smoking cessation products and services
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Transformation principles

1. engage all stakeholders
2. reveal the familiar in unfamilar ways
3. collaboratively create the vision and the path
4. enable people to be creative
5. lower the bar
6. implement through experimentation

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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)?