Quit Website

User testing was conducted to understand how best to address the design challenge of a website that previously targeted an older demographic. The solution involved an updated, more youthful brand experience paired with specific content for diverse and youth audiences, smokers, and vapers, along with an updated user experience.

This ensured that support was easy to access, especially across devices. The website focuses on supporting younger audiences and empowering health professionals and community groups to assist their patients and communities in quitting smoking and vaping.

It ensures emerging audiences feel the Quit website can help with their unique quitting journey.

The visual design outcome incorporated feedback from user testing to ensure that the website felt less clinical and more inclusive and youthful. Quit’s primary brand colours of blue and white are used predominantly throughout the site, supported by a secondary palette to visually highlight different areas of the website, including tools, stories, articles, and health professional content.

The site is WCAG AA accessible and provides an optimal experience across devices to accommodate high mobile usage. Performance of the website was also crucial, as it is accessed by a diverse audience group, some of whom may have poor internet connections.

Evidence-based content was written to support new vaping and youth audiences, and the website will continue to evolve tools to further support the needs of this growing demographic.

An important part of the website’s structure is quick access to content based on where a user is in their quitting journey. Journey-based user flows provide access to relevant content for users who might not otherwise know where to start.

The website provides a refreshed brand direction for Quit that appeals to a larger, more diverse audience through improved brand hierarchy, colour use, imagery, and audience-based content. The Quit website and Quitline provides a safe inclusive place for all audiences, especially youth vapers to feel they can get the support they need to quit for good.

Updating a brand that has traditionally appealed to older smokers meant truly understanding how new audiences needed to find the information they were looking for, feel supported, and reach out to Quit using the website. With the emergence of youth vaping, it was important that contacting Quitline evolved with its audience. Audiences can now gain support from Quitline through many channels, including phone, chat, text, callback, WhatsApp, and Facebook.

Quit recognises the need to provide audience-specific information that is friendly, non-judgmental, inclusive, and culturally safe. Quit worked closely with audiences and health professionals to ensure that content on the website and support provided through Quitline are relevant to all Australians, including LGBTIQA+ individuals, Aboriginal and Torres Strait Islander people, linguistically diverse communities, young people, and people with complex needs. With such a diverse user group, it was important that user testing was conducted with all groups and that feedback was sought on the best ways to communicate with each audience.

Separate user testing was completed with health professionals to better understand the evolving information and education needs of health professionals to support their patients and communities through smoking and vaping cessation.

Quit provides a number of interactive tools to support people’s quitting journeys. This includes a plan to identify triggers, understand more about nicotine addiction, and define strategies to support quitting. A calculator provides an incentive to quit by demonstrating the cost of smoking and how that money could be better spent. Health professionals now have a dedicated section of the site to provide health advice, education, and resources specific to different health sectors.

The Quit website is also supported by a separate vaping facts website, providing parents and carers with facts on vaping to educate them about the harms of vaping and debunk the myths that many people believe.

Since 1985, Quit has worked to improve the lives of Australians dealing with the effects of smoking and nicotine addiction, aiming to reduce smoking-related health issues and cancers and support people on their quitting journey. With the alarming increase in youth vaping and its recognised health impacts on young people, Quit has relaunched its brand and website to cast a wider net of support, ensuring that vapers, young people and diverse communities know Quit can help them quit too.

As an emerging health concern for the community, vaping has many myths and is assumed by many to be ‘safer than smoking’. By dispelling these myths and supporting young people, in particular, to quit vaping, Quit is improving the health of Australia’s future.

The website is the first port of call for audiences looking to quit, family and friends wanting to help others quit, and health professionals looking to refer their patients for help and free, evidence-based professional support. The website uses the journey of quitting as the method for delivering relevant information and support to users through interactive tools, stories from other people and tips and articles about the quitting journey.

It recognises how smoking and vaping are perceived in different cultural and diverse groups and understands how to best support each audience to quit. The Quit website continues to evolve with the changing smoking, vaping and nicotine addiction landscape, providing free information and support to anyone looking to quit.