Smoking is one of the leading preventable causes of death globally. Cigarettes consist of nicotine, carbon monoxide, tar and other toxic chemicals. Far from acting as an aid for mood control, nicotine dependence seems to exacerbate stress. Thus, the apparent relaxant effect of smoking only reflects the reversal of the tension and irritability that develop during nicotine depletion. Dependent smokers need regular nicotine supply to remain feeling normal.
Dr. Reddy’s Laboratories, started in 1984 is committed to providing access to affordable and innovative medicines, driven by their purpose of ‘Good Health Can’t Wait’. In 2014, they have acquired Habitrol brand (an over-the-counter nicotine replacement therapy transdermal patch) from Novartis Consumer Health Inc. This project has two objectives, one was to introduce Habitrol to potential customers and drive sales for their range of products by creating an accessible, user friendly retail experience. The second was to encourage tobacco users to keep a track on their smoking habits. The solution provided was an integrated gamified system which motivates users into smoking cessation through tracking their smoking habits and purchase Dr. Reddy’s Smoking Cessation products after consultation with certified practitioners in case of external support requirement.
The primary research helped us understand the goals, needs and aspiration of people during this phase and the motivations and measures taken by users to quit smoking. One of our main objective at the research stage was to identify the motivations that drive people in their quitting journey and the pointers that keep them grounded and inspires them to continue their journey till they achieve their motive. At design stage, we tried to give solutions in terms of an an application which encourages to implement these requirements in an integrated system thus merging tracking and an elevated retail experience together.
