NYS Quitline
Client
NYSmokefree
Services
Website
UI/UX
Branding
Overview
The Quitline team approached us to redesign NYSmokefree.com to improve usability, streamline access to their services, and present their resources in a more organized, accessible, and welcoming way. The existing site had grown difficult to navigate over time, especially for users searching for nicotine patches, counseling, or trusted information on quitting. With a wide range of audiences, from tobacco users to healthcare professionals and community organizations, the redesign needed to clarify pathways, communicate services clearly, and make support feel safe and approachable.
Research
Our process began with a strategic workshop and a thorough review of the client’s kick-off questionnaire. From this, key priorities became clear: simplify navigation for people actively trying to quit, highlight high-demand services, and reorganize content for healthcare professionals, community groups, and organizations.
Demographic data confirmed that most users fall between ages 25–54, and nearly 60% visit on mobile. Motivational insights were also crucial: users resonated most with practical, supportive information- especially free nicotine patches and counseling- rather than scare-based messaging. These findings directly shaped the tone of the redesigned experience, focusing on encouragement, clarity, and easy pathways to action.
Design Process
With a mobile-first strategy, I focused on rethinking the experience from the perspective of users who were coming to the site for help. The goal was to remove friction anywhere a decision needed to be made. This included reorganizing the site map, simplifying page structures, and ensuring key CTAs, like “Get Free Patches” or “Talk to a Quit Coach”, were consistently visible.
Visually, I developed two distinct design concepts with different illustration styles, palettes, and overall moods. Both explored a friendlier, more welcoming tone that aligned with the Quitline’s mission to encourage rather than intimidate. Once the team selected a direction, I refined the system through updated typography, curated imagery, and intuitive iconography, all while maintaining accessibility and making the content feel lighter and easier to absorb.
Execution & Implementation
Once the concept was approved, I moved into designing detailed mobile and desktop layouts, ensuring each priority audience had a clear and intuitive path through the site. Because most users browse on mobile, I also introduced a more ergonomic navigation approach- such as positioning the hamburger menu in the bottom right for easier thumb reach.
Key content like NRT enrollment, texting programs (including the new Spanish variants), and support resources were surfaced more prominently. Throughout the build, I collaborated with our internal and client teams to ensure the visual system, accessibility considerations, and translation needs across 12 languages were fully supported.
Results & Impact
The redesigned site provided a cleaner structure, clearer pathways to support, and a more uplifting visual tone that aligned with how users actually seek help. By prioritizing mobile usability and emphasizing high-demand services upfront, the new experience better supports the Quitline’s mission to increase enrollments, reduce bounce rates, and create a supportive space for people ready to quit.
Reflection
This project pushed me to think deeply about the emotional experience behind seeking help. Designing for such a wide, diverse audience required balancing clarity, accessibility, and sensitivity. Starting with mobile first, and rethinking touch patterns like bottom-right navigation, was a valuable new approach. The final design feels honest, supportive, and purposeful, and I’m proud that it helps users access resources during such a meaningful moment of change in their lives.