Kræftens Bekæmpelse
Quitting made possible
Kvit is Denmark’s most widely used cessation app, annually helping people across all demographics-from casual users to heavy smokers. As nicotine use shifts toward younger users and new formats like pouches and e-cigarettes, the app is evolving to support broader nicotine dependency, not just tobacco.
In close collaboration with anthropologists, we explored the psychology of quitting—diving deep into users’ mindsets, needs, and motivations. Our goal? To create tools that offer the right support, at the right time, for every step of the quitting journey.
This ongoing partnership ensures Kvit continues to deliver evidence-based, empowering tools—because quitting doesn’t just take willpower; it takes smart, human-centered technology.
Let’s face it—quitting is rough. And with nicotine use on the rise across generations, Kræftens Bekæmpelse was still on a mission to help people quit for good. And honestly, being an ex-smoker myself, I knew first hand how much quitting sucks.
Their legacy app, e-kvit, was showing its age. So, we made the bold decision to start fresh. The new app needed to be modern and engaging enough to attract new users—while still welcoming back loyal users of the original. Another big reason for the reboot? Ensuring full compliance with today’s security and GDPR standards.
With the help of Kræftens Bekæmpelse’s in-house anthropologists, we built a solid foundation rooted in real human behavior and quitting psychology.
From our research, we identified three key user types that became the backbone of the app’s design:
The Quick Dopamine Fixers, users looking for fast wins and instant gratification. Think: check-ins, streaks, and quick rewards.
The Accomplishers, motivated by visible progress and personal growth. They want to track, reflect, and celebrate.
The Researchers, the curious minds who want to understand what’s happening in their bodies and minds. They seek knowledge as a tool for control and reassurance.
We also knew from the previous app, that a forum for social interaction amongst users was key. This feature, were copied almost 1:1 in the new app, given that users reported the value that community can bring to their progress.
We created an experience that’s both motivating in the moment and meaningful over time. The app offers instant gratification, insights and long-term goals, allowing Kvit to help the user no matter where they are in their progress of quitting for good.
Next step is expanding the app further. We know now that how people want to stop, and what is needed to do so is diverse. This is why we took an explorative approach, allowing for potential next phases to ensue, as we learned more about the users through the process.
