As a contract designer for Incendiary Blue, I led the design work on MyQuit, a mobile app built to help smokers quit by combining behavioural science, real-time data, and timely support to give people a path to stopping that actually fits how they live.

The work covered the core app experience, including how it connects to a Bluetooth wristband that tracks progress in real time. The app uses predictive models to flag when a user is most likely to crave a cigarette, so support and encouragement land at exactly the moments people need them most. Alongside the core experience, I designed a series of eCRM emails and tutorial videos to guide users through key stages of their quit journey.

The results speak for themselves: 32k active users a month, with 78% saying they’d recommend the app to others, a clear sign that designing around real user needs, rather than assumptions, makes a measurable difference.