Table 5.

Examples of qualitative feedback on the mobile app.

Key quotes from the semi-structured interviews
Content
Information value	Comprehension problems	Improvement suggestions
It gives information you need; I’ve learned a lot; it was very educational to me. I thought I knew it all, but I didn’t know a lot.	I feel I do not know enough, I am not good enough to understand; a couple of questions were little confusing.	I would like more of the scientific info messages like the number of poisonous elements in a cigarette; include more scary disease related subjects, to show – this is what you are doing to yourself; simpler words, smaller sentences; add video clips; a little animated character like GEICO lizard; more animation would be better; make it into the video game. A super hero stops people on streets and saves them from smoking. Crossword puzzle – all bad words about smoking cigarettes.
Interface
Problems	Ease of use	Improvement suggestions
There was slight pause (delay) between the message and the quiz. It made me skip to the quiz directly; sometimes I had to click couple of times to move to next screen; I hit a wrong button once but I caught up.	I didn’t have any difficulty; just click.	Something other than clapping: for example, Ta-da sound I would make it simple. Simple is the best; may be male voice; may be music on the background; bigger screen; headphones; I would like to be able to go back to the content (message) if I am not sure. Addition of ‘Back’ and ‘Forward’ button would be helpful.
Program process
Attitudes toward computer	Program usefulness	Program effectiveness
I don’t like flipping pages. Paper is cumbersome. Computer is self-contained. I have more control with computer. Quicker and better with computer than learning from brochures; I like Hands On, an interactive part, the computer was better – I would NOT read hand out brochure; computer is much better – you got to see images. Radio is just read, TV got images, but here you have it all.	I think people need to do this program to learn about smoking. I think more people need to do this program to learn what they are breathing into their bodies; kids are using computers. Getting to kids through computer will get the message of hazards of smoking across to them. Get it to schools.	I am going to quit now. I will not pick up a cigarette ever in my life; This is a good program to change people’s minds who smoke. I start thinking about quitting now. This program made me want to quit smoking.