DETOUR
A mobile game redirecting moments of cravings into moments of future self priming.
Dosage Response: The more someone played, the more their smoking dropped
Radboud University | Behavioural Science Institute . Now live with 604-participant RCT.
Creative Director
MY ROLE
iOS + Android
PLATFORM
Smokers 18-25
TARGET AUDIENCE
THE BRIEF
The original game Hit-n-Run (n=144), designed while Creative Director at the GEMH Lab, found no overall effect vs. the brochure control group, but within the game group, engagement duration directly predicted smoking reduction. Exploratory analysis showed the most engaged players were those who enjoyed the game and built a positive social context around it. In this sequel to the original game, we were challenged to improve player engagement and retention.
MY DESIGN
Hit-n-Run is a mobile minigame built to distract smokers having a craving moment. Don't jump through smoking images (yellow border); Do jump through neutral ones (blue border). The repeated non-response devalues the smoking cue over time.
Detour redesigned everything around the core loop: upgrading the runner, wrapping it in a five-week program with social support, and adding a prep week that gathered participant data to personalize the experience.
1
Hit-n-Run Upgrades
Added multiple game modes to appeal to different player motivations.
Created team based progression to endorse accountability and support.
Personalized Jump images to "future self" images - players upload photos of what they want to achieve.
2
Social Shell
Worked with a community manager to create content and maintain a social communication channel that aligned with game and intervention progression. Players could share in-game events, personal accounts and receive peer and professional support.
3
Prep Week
An Ecological Momentary Assessment (EMA) survey was collected five times a day during the week while the user took the week to develop their own Stop Plan. Responses from both inputs drove in game objectives, milestones and rewards.
Detour was developed using user-centred design throughout, co-created with youth advisors and tested across more than ten focus groups and playtests in Dutch high schools (n=215). The design process is documented in a peer-reviewed pre-print co-authored by the interdisciplinary team, including myself.
PROGRAM ARC
Prep Week Personalization
Upload Future Self
Craving Moment
Jump/ Don't Jump
Team Progression
Social Shell Support
RCT Tests at Scale
