OVERVIEW
The Problem
01
Social Norms & Misconceptions
Users regularly overestimate peers’ alcohol consumption, feeling pressured to drink.
02
Stress & Anxiety
Users regularly overestimate peers’ alcohol consumption, feeling pressured to drink.
03
Limited Options
Few visible, appealing alternatives to bars and alcohol-centric events exist.
Interview Participant:
“Without alcohol, I'm afraid social interactions might feel awkward or uncomfortable.”
Objective
Understand the social, psychological, and environmental factors influencing alcohol consumption habits.
Identify challenges individuals face in reducing their alcohol intake.
Design interventions to promote mindful drinking without compromising social engagement.
Participant voices echoed these insights clearly:
"People passionately encourage drinking, it feels impossible to say no without feeling excluded."
The Challenge
01
Social Norms Reinforce Overconsumption
Peer pressure, FOMO, and societal expectations tie alcohol consumption to bonding and acceptance.
02
Lack of Appealing Non-Alcoholic Third Spaces
Bars dominate as social venues, leaving few visible or accessible alternatives.
03
Stress as a Drinking Trigger
Participants often relied on alcohol to manage social anxiety or stress, creating dependency cycles.
04
Misconceptions About Peer Drinking Habits
Participants consistently overestimated how much their peers drink, influencing their own behavior.
My Role
•
Conducted preliminary secondary research, created the interview guide, and facilitated user interviews to uncover behavioral drivers of alcohol consumption.
•
Synthesized qualitative data through thematic analysis and developed behavioral archetypes to reflect user motivations and pain points.
•
Collaborated on journey mapping to pinpoint key stages where design interventions could shift user behavior toward mindful drinking habits and designed UI prototypes.
Methodology
Secondary Literature Review, Semi-Structured Interviews, Card Sorting Activity, Thematic Analysis, Journey Mapping, Behavioral Archetype Development
Time Frame
11 weeks
Tools
Zoom, Otter.ai, Google Suite, ATLAS.ti, Figma
Research
Opening New Social Doors
Methodology
Approach
01
10 Semi-Structured Interviews (5 drinkers seeking to reduce, 5 non-drinkers)
02
Card Sorting Activity to assess perceived peer drinking habits vs. actual data
03
Thematic Analysis using Dovetail to identify key patterns in motivations, barriers, and behaviors
Emerging Themes
Psychological Drivers
01
Non-Drinkers: Prioritized health due to anxiety, GI issues, or family history.
02
Drinkers: Relied on alcohol to manage social anxiety and facilitate bonding.
Discovery Gap
01
Participants were open to alternatives but unaware of engaging alcohol-free options nearby.
Social & Environmental Influence
01
Bars as Default: Viewed as the primary third place; limited visibility of non-alcoholic social venues.
02
Peer Pressure & FOMO: Strong impact, amplified by misperceived drinking norms.
Behavioral Archetype
The Social Seeker
Motivation
Desire to feel part of a community, escape loneliness & routine stress
Coping
Uses alcohol to manage social anxiety and connect quickly
Norms
Struggles with societal expectation linking drinking to bonding
Mental Models
"Drinking makes socializing easier; few other realistic options."
Journey Map & Opportunity Areas
Prioritization Process
Stage 01
Seeking Social Interaction
Barrier: Bars as default option
Opportunity: Promote discovery of non-alcoholic venues, alternative social activities (axe throwing, trivia nights).
Stage 04
Exploration of Alternatives
Barrier: Habit formation, limited knowledge of alternatives
Opportunity: Provide balanced information & social proof; encourage small actionable steps.
Target Audience
Socially active people looking for alternative third places to bars and other alcohol-centric events.
Stakeholders & Systems
Event organizers for event listings
SMS automation service
Influencers & business owners
Design Concept
Prototype
Alcohol-Free Third Place Discovery Text Nudges
Key Feature
01
SMS-based nudge service recommending curated alcohol-free events.
02
Personalized based on user preferences (mood, activity type).
03
Leverages social proof through influencer partnerships and community endorsements.
Feedback & Iterations
Lessons Learned
Retrospective
01
Improved Research Confidence
This project helped me strengthen my qualitative research skills, particularly in facilitating interviews and conducting thematic analysis. Engaging directly with participants allowed me to better understand the real-life complexities behind behavior, something I’ll carry forward in future projects.
02
Strong Team Collaboration
Our team maintained consistent communication and a balanced division of responsibilities, despite working remotely.
03
Applying Behavioral Science in UX
This project reinforced the power of behavioral science in UX. Concepts like social norms, decision levers, and mental models gave us practical tools to design interventions that encourage behavior change ethically and effectively.