Designing for Demand

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• Designing for Demand
• Creating Innovations with IDEO and AED

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The quitters journey
Evaluate alternatives
Decide on a solution
Consume (or not)
Seek a solution
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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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

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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)

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New RWJF Grant

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

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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 IDEOs time
• Cover other costs (such as meeting space,
  supplies, food, etc.)

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Services IDEO Can Provide

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

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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

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• QA