Behavior change is one of the most challenging marketing assignments, especially when bad habits and addiction are involved. Recently, we had to address some user confusion as new services became available to help young people quit smoking and vaping. The enrollment process was updated and our job was to develop a more obvious and streamlined page structure that made the options more clear. The objective is always to get users to sign up for the coaching service because people who use a coach are 2x more likely to quit, but also to let them know that other services — NRT therapy and DIY strategies — are available. To resolve the confusion, the 3 ways to get help quitting tobacco have now been given the utmost priority and are prominently displayed on the home page.
MY ROLE — Website: Lead UI/UX Designer • Print: Design, Art Direction
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