Designing Behaviour Change: From Behavioural Insight to Concept Development Using the COM-B Model

Introducing the Concept: Your 15 Minutes

Your 15 minutes is a digital product that helps users who want to stop smoking quit for good in 15 minuted through targeted solutions.

Concept statement: Unlock your path to a smoke-free life with the help of our cutting-edge psychological and behavioural analysis. Our mission is to empower you with personalised strategies, tailored to your unique needs, to overcome cravings and break the addiction for good. Remember, a craving only lasts 15 minutes, and with our 15-minute program, you can take control of your journey to quit smoking and reclaim your health.

Concept Carriers:

Personalised Quit Plan: This service leverages psychological and behavioural analysis to create a customised plan for each individual user to help them quit smoking. The plan includes strategies to overcome cravings, as well as resources and tools to help users stay motivated and on track.
15 Minute Coaching Session: These brief coaching sessions are available on-demand and can be used to address specific challenges that you are facing in their journey to quit smoking. The sessions are led by trained coaches who are experienced in helping people quit smoking.
Support Community: A community of people who are also trying to quit smoking provide a safe space for users to share their experiences, offer support and advice, and motivate each other to stay on track. This can also be moderated by the coach.
Tracking & Process Monitoring: A progress tracking system that allows users to log their progress, set goals, and track their progress over time. They can also track your mood, cravings and smoking triggers. This can be integrated with the coaching sessions, to better help you progress.

The Need for this Intervention and the Role of the Website as a Digital Product

"Your 15 Minutes": A Self-Help Tool for Understanding and Overcoming Smoking Cravings.

The "Your 15 Minutes" concept is a key self-help tool for anyone who wants to understand why they haven't been able to quit smoking and take targeted actions to achieve success. The name of the concept "Your 15 minutes" is based on the idea that cravings typically last that long, and that it is a short timeframe that can make the user feel that it's doable and a reasonable timeframe to manage their cravings. The concept provides a holistic approach to help individuals stop smoking with 360-degree assistance.

The chosen format for this concept is a website, as it allows for a visually pleasing and marketable business idea that can effectively help the target group stop smoking for good. The website format is also easy to access and navigate, providing user-friendly experience, which is crucial for the target group to achieve success.

The website is linked to the theory and the methods used, such as the COM-B model and the habit cycle, to offer a comprehensive and effective solution for the target group.

Why the Intervention is Useful for the Target Group

This intervention is useful for the target group because it provides a holistic approach to quitting smoking that addresses the individual's specific triggers and motivators, leading to a higher chance of success. The "Your 15 minutes" concept is designed to help the individual understand why they haven't been able to quit smoking in the past and take targeted actions to achieve success in the future.

The website proves a user-friendly experience, which is key for the target group to achieve success. Additionally, the concept provides a tool to manage cravings in a short time frame, making it more manageable and less daunting for the target group.

Overall, this intervention is effective for the target group as it addresses their specific needs and offers a comprehensive solution for quitting smoking, ultimately resulting in success.

Unique Selling Point

The USP of this product are:

The holistic approach to quitting smoking that addresses the individual's specific triggers and motivators. This approach is different from other options on the market as it takes into account the psychological, social, physical, and reflective elements that contribute to the problematic behaviour and provides targeted and relevant interventions.
Another differentiator is the "Your 15 minutes" concept that provides a tool to manage the cravings in a short timeframe, making it more manageable and less daunting for the target group.

The combination of these elements creates a comprehensive and effective solution for quitting smoking based on the specific needs of the individual, making it different from other options on the market that may not be tailored to the individual's specific needs and may not address the underlying triggers and motivators of the problematic behaviour.

Connecting Your 15 minutes to the Theory: How the COM-B Model and Habit Cycle are Utilised

"Your 15 minutes" uses the COM-B model and the habit cycle to understand the underlying mechanisms of the problematic behaviour and identify key moments for change. The COM-B model is used to evaluate the psychological, social, physical, and reflective elements that contribute to the problematic behaviour and identify potential intervention points. The habit cycle is used to understand how habits are formed and maintained, and how they can be changed.

In the case of smoking, the "Your 15 minutes" concept is designed to address the specific triggers and motivators that lead to smoking behaviour. By identifying the specific aspects of the COM-B model that are related to the target behaviours, the intervention can be tailored to address the individual's specific needs. For example, if the individual is a social smoker, the intervention will focus on addressing the social aspect of the behaviour.

Additionally, the habit cycle is used to understand the key moments for change and strategies to implement them effectively. For example, by understanding that the key to resisting the craving to smoke is dopamine, the intervention includes brainstorming and testing 15-minute dopamine-producing activities that align with each aspect of the COM-B model.