Allen Carr’s Easyway - iPhone and iPad apps to quit smoking and alcohol
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Allen Carr’s stop smoking method as a video course on iPhone and iPad.
Easyway
iPhone and iPad apps and brand, 2013-2016
About the project
Allen Carr’s Easyway is a UK company known for its stop smoking method and books, translated into more than 40 languages. Between 2013 and 2016 we designed its quit smoking app for iPhone and iPad, then a sister app for quitting alcohol and a German version. Users watch video chapters in order, answer questions along the way and can unlock the full course in the app. We also made the EASY WAY lettering, the app icons and the walkthrough illustrations.
Project
Easyway Apps and Brand
Industry
Health and Wellbeing
Location
United Kingdom
Date
2013-2016
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Client Request
Easyway wanted its method in an app that takes users seriously, follows the question and answer model of its CD-ROM, and never makes stressed smokers feel they are wasting time.
Allen Carr’s Easyway
Brand questionnaire, September 2012
Design Pillars
Core UX Principles
Chapters play in sequence, with a lock on the next ones and progress on each.
Questions and sliders decide what comes next, so each user gets their own route.
People using the app are stressed, so every screen gets straight to the point.
Research
What Shaped the App
A Set Method
Allen Carr’s books follow a fixed logic, so the flow had to follow it chapter by chapter.
Counting the Days
Quitters count the days since their last cigarette, so we added a calculator and a progress bar.
Watch in Order
Early users did not realize the chapters had to be watched in order, which led to the 2015 redesign.
The Challenge
Problem Statement
The Main Goal: Turn a Book Method into an App
Allen Carr’s method follows a set logic from his books. The app had to turn it into video chapters, questions and sliders where each answer can lead to a different flow, sell the full course with an in-app purchase, and put users in touch with a local Easyway clinic for a free call back.
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No-nonsense, no-gimmicks, no nicotine substitute.
Allen Carr’s Easyway
Brand questionnaire, 2012
Our Approach
Solution
Two Apps for iPhone and iPad
The EASY WAY lettering, red and blue app icons, a palette, walkthrough illustrations, flows, wireframes and the iPhone and iPad design for both apps, plus a German version. It is an example of our Mobile App Design work.
01 - Method to Flow
Brand questionnaires in 2012, then flows, system rules and wireframes through 2013.
02 - iPhone, Then iPad
The first iPhone design at the end of 2013 and the iPad design in 2014.
03 - Version Two
A 2015 redesign for both devices, the alcohol app, and German screens in 2016.
Before & After
The Blueprint & Evolution
First iPad Design to Version Two
We redesigned the course list in 2015 so users could see which chapter comes next.
Before: the 2014 iPad design with a dark course menu.
After: the 2015 version, with locks and progress on each chapter.
Design
Key Features
Video Chapters with Questions
Each chapter is a video with questions, agree and disagree sliders, and a before and after survey.
Free Call Back
Users can ask their local Easyway clinic to call them back, right from the app.
Design System
Visual Identity
Typography
The EASY WAY lettering in three set sizes, with Helvetica Neue Thin and Regular.
Color Palette
Reds, light blues and navy, with red for the smoking app and blue for the alcohol app.
UI Logic
Locked chapters, a progress bar, an in-app purchase that unlocks the course and a reminder after it to keep watching in order.
Impact
From Questionnaire to Two Apps
Results for Easyway
Easyway got a quit smoking app and a quit alcohol app for iPhone and iPad on one course structure. We also built the content system behind them, which stores every text per language for the German version.
Easyway
Result
By the Numbers
2 Apps
Quit smoking and quit alcohol, built on the same course.
30 iPhone Screens
In the final 2015 design of the quit smoking app.
2 Languages
English and German screens.
Process
Mapping the Course
Wireframes Before Screens
We mapped every menu, chapter and question as wireframes for iPhone and iPad and tested the flow with users. In 2015 we went back to the wireframes for version two. You can see some of the results below.
Final Showcase
The Easyway Apps
