Designing for Demand

Creating Innovations with IDEO and AED

The quitter’s journey

Perceive a need

Evaluate alternative

s

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

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

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)

New RWJF Grant

• Projects will represent a range of products and services and settings:– quitline– on-line– face-to-face– primary care– Pharmacotherapy– others

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.)

Services IDEO Can Provide

• Brief Consultation• In-depth Consultation• Design Workshops• Prototyping

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

Q&A