Zero launched two weeks before I joined Ro. It quickly became clear that while it looked great, we were failing to authentically connect with people who want to quit smoking.
Quitting smoking is the single hardest thing anyone will do in their lives. We needed to provide not only treatment, but also the support to be successful in making long term change.
Using interviews, reddit forums, and books to better understand member mindset, we built out a more robust ecosystem to connect with and support people along their journey.