Work Clearing the smoke from the site

A 3D mockup of a modern desktop monitor displaying the Quitpath website homepage, highlighting the clean, accessible UI and the central hero illustration of three people walking together.
A grid of twenty custom black-and-white line-art icons designed for the Quitpath platform. The icons represent various quitting concepts, including a calendar, a checklist, a brain, a vape, a bicycle, and diverse characters.
A set of clean, minimalist line-art icons designed for Quitpath's drop-down menus, intuitively guiding users through quitting resources, nicotine facts, and program support.
Brand identity style guide for Quitpath. It displays the primary green swirl logo with the tagline "Let's go pack-free," alongside a six-color palette showing hex codes for mint green, dark teal, mustard yellow, light blue, coral, and black.
Quitpath's refreshed visual identity, featuring a modernized logo and an approachable, nature-inspired color palette carefully chosen to evoke a sense of calm, positivity, and support.
Two warm-toned, flat-design illustrations created for the Quitpath brand. The left graphic shows a person riding a red snowmobile through a snowy landscape, while the right depicts two older adults chatting over a steaming pot of tea.
Two cool-toned, blue flat-design illustrations for Quitpath. The left image shows three people playing ice hockey, and the right image features a person casually fishing from a small motorized boat on a lake.
Full-page layout of the Quitpath website homepage. The design features a welcoming green hero section with a community illustration, followed by color-coded interactive cards, a section acknowledging ceremonial tobacco use, and a lower grid of informational articles on quitting smoking.
Detail view of the Quitpath desktop user interface, showing an expanded mega-menu dropdown. The menu includes custom line-art icons for various nicotine products, such as cigarettes, vapes, chewing tobacco, and hookahs.
Two mobile UI mockups of the Quitpath website. The left screen shows the responsive homepage hero section with the community illustration, and the right screen displays the clean, expanded mobile navigation menu and search bar.

Rebuilt around what people actually came for

Read case study

Challenge

Quitpath’s previous website was hampered by disorganized content and a confusing structure. Users struggled to find relevant help because information was scattered across too many pages with unclear navigation. The site contained redundant, outdated, and low-value content, while important tools like progress tracking and cost calculators were absent or poorly integrated. Research showed that users prioritized access to quit coaches and medications, but the website did not effectively guide them to these essential services.

Solution

I led the redesign, starting with client interviews and a look at how the better cessation apps handle the same job. The research said something simple: people arrive wanting a quit coach and medication, not a library. So I reorganized the site around those goals, cut the redundant and outdated pages, and set a clear hierarchy against the government's accessibility standards. Progress tracking and the cost calculator went from missing to central. The design system is WCAG 2.0 compliant, with card layouts, Yukon illustration and a custom icon set that make a hard subject feel handled rather than clinical.

Results

Someone deciding to quit is not in a browsing mood. The site gets them to a coach or to medication support within a couple of clicks of the front door now, and the tools that help on day forty sit on the same map as the ones that help on day one. It's also a structure the team can extend, which matters for a resource that has to keep pace with whatever people pick up next.

Credits

Research, information architecture and design
Mikayla Ericsson
Account management
Bianca Jorgenson
Illustration
Charles-Étienne Brochu
Studio
MBDC