New User Registration Flow
User testing and research reversed an increase in drop-off and bounce rates during online registration into a free tobacco cessation program.
Quit Plan
Seattle, Washington – September 2013
Quitplan, a public service funded by the state of Minnesota, is designed and operated by the Quit For Life Program, an evidence-based tobacco cessation program that has been proven effective in multiple clinical trials.

The program has a 49% quit success rate, 95% of participants report being satisfied with the program, and 97% would recommend the program to others.
Business Problem
Data trends and analytics showed that users we're abandoning or dropping off the registration flow prior to the selection of the free tobacco tools & services that Quitplan offered.

As a result, smokers looking to quit tobacco were not able to take full advantage of the free tools and services Quitplan offered.
Desired Outcome
Reverse the decreasing registration trend of free tobacco cessation tools & services Quitplan provides to the residents of Minnesota
Design Assumptions
Giving users the ability to select their tobacco cessation tools and services in the beginning of the registration flow will reduce drop-off and bounce rates
We validated and refined this design assumption by conducting various rounds of moderated user testing of the registration design flows.
  • 1
    Re-design the Quitplan tools and services selection step into an "à la carte" experience
  • 2
    Rewrite and reduce the amount of "clinical" questions the user is required to answer
  • 3
    Present the remaining of the registration questions to resemble a familiar e-commerce "check out" experience
User Research
Research data showed that most users didn't return to the Quitplan website after registration
Previously, users were required to create a Quitplan account at the end of the registration process. Research data showed that most users didn't return to the Quitplan website after registering for tobacco cessation tools and services. As a result, we no longer require users to create a Quitplan account, thereby shortening the registration process.
Results
In the three months following the launch, more than 5,400 Minnesotans received services and support to help them quit smoking.
This number nearly matches the total number of tobacco users who enrolled in Quitplan Services during all of 2013.
  • "Quitplan Services provides one of the most comprehensive programs for tobacco users to quit, and we're very happy to see so many taking advantage of the new tools we now provide."

    Andrea Mowery, Vice President of ClearWay Minnesota