alc journal / nomo research

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Where's Atif? Presents

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Page 1: Alc Journal / NoMo research

Where'sAtif?Presents

Page 2: Alc Journal / NoMo research

Alc Journal / NoMoA tool that tracks the user's drinking through the night and indicates when to stop.

Page 3: Alc Journal / NoMo research

Research QuestionHow do people behave around

drinking/alcohol?

Page 4: Alc Journal / NoMo research

Recruitment Survey

Page 5: Alc Journal / NoMo research

87 people answered

Do you have a smartphone?

Do you ever drink too much?

43 left

87 left

Do you use tracking apps?

18 leftWould you like to help?

13 left

100% of pool

57% of pool

37% of pool

44% of pool

Page 6: Alc Journal / NoMo research

Only 14% of the pool matched our criteria.

We initially missed important questions such as the person's name.

Almost everyone drinks too much on occasion. Affirmative answers to this didn't mean they were the people we were looking for.

Age question ended up being arbitrary.

HARDSHIPS &LEARNING!

Page 7: Alc Journal / NoMo research

Interviews

Page 8: Alc Journal / NoMo research

InterviewsCamille, age 26, student

"I would say about 4 drinks..strong beers or wine."

"[The goal is] to have somefun with my friends. I likedrinking. I like the taste of it. It helps me talk and just talk to people in general. It makes memore social."

"I don't really check it [my phone] when I'm out with people. Maybe if I'm waiting."

"No, I don't think I really have to stop drinking[in regard to AlcJournal]."

Taylor, age 20, student

"[I drink] probably oncemaybe twice, if that[a week]. Probablyone to three [drinks]."

"I wouldn't say it gets me drunk, but enough to mellow out my social inhibitions. And to get drunk, maybe, six drinks."

"The main goal to the drinking is to decrease the inhibitive quality of myself and talk freely."

"I use Mint and I use Daytum a little bit. Not regularly, because it's a pain in the ass to put them in."

"No." [in regards to entering drinksinto AlcJournal]

Page 9: Alc Journal / NoMo research

InterviewsHailey, age 26, public relations

"Including drink athome, I'd say I go out4 days a week."

"I usually keep myphone in front of me,so I'm always checking it."

"I've used Lose It.. and the other one.. My Fitness Pal. I updated the apps every time I consumed something."

"Yeah, I would definitely use it because there are times when you meet up with your friends after work, you haven't had dinner.. there are pitchers of things and you have to go to work the next day. It would help."

Noelle, age 21, student

"It varies, but [I drink]probably twice a week..a beer or a glass of wine."

"[The goal is to] loosen upa bit. I'm kind of shy so it helps me loosenup a bit."

"It's hard to know when to stop sometimes.I have had too much to drink."

"I think that would be cool to have something so I could keep track and not rely on other people. Maybe something on my phone."

Page 10: Alc Journal / NoMo research

InterviewsEmilio, age 21, student

"Last time I drank too muchwas in June.."

"Maybe if I'm not having agood time, I'll be checking myphone out of boredom, out of social awkwardness"

"I don't really track my diet or workouts."

"I'm usually the one on that end [who tells friends to stop drinking]. I'm the voiceof reason."

"[AlcJournal] would be a good idea. Especially for people that are driving maybe."

Taryn, age 20, student

"I always check my phone when I'm drinking because I'm in a long-distance relationship."

"I'll usually drink about 4-6 drinks, which will get me drunk, but still have fun."

"When I stop having fun and start feeling dizzy, I know I've reached my limit."

"I would definitely use an app that would tell me my limit."

Page 11: Alc Journal / NoMo research

Some people didn't talk much

We lost sound on two of our interviews.

Asking non-leading questions is hard.

Only certain people are willing to manually input data into an app. What incentives exist to make them do it?

In the survey, we forgot to ask to what extent people use tracking apps, or drink.

HARDSHIPS &LEARNING!

Page 12: Alc Journal / NoMo research

App Reviews

Page 13: Alc Journal / NoMo research

Fitocracy, My Fitness Pal

Page 14: Alc Journal / NoMo research

Period Tracker, Gulp

Page 15: Alc Journal / NoMo research

Calorie Counter, Water Your Body, Mint

Page 16: Alc Journal / NoMo research

Lose It, BAC Alcohol Calc, Tipple

Page 17: Alc Journal / NoMo research

There were no direct competitors. Each app only had a few things to do with our idea.

People need to really care about the goal if they're going to do anything.

Style matters, as well as the flow.

We should automate as much as we can.

Pay attention to non-standard users.

HARDSHIPS &LEARNING!

Page 18: Alc Journal / NoMo research

Don't overwhelm the user with too many non-essential functions.

Users like to see their data represented visually.

HARDSHIPS &LEARNING!

Page 19: Alc Journal / NoMo research

Personas

Page 20: Alc Journal / NoMo research

there's atif

Page 21: Alc Journal / NoMo research

Persona #2

Internship at a small company

18-24

Student

easily finds new / better products

chill / relaxed

distracted by texting

wants to know how to drink

texts a lot

uses android

needs to feel smart

doesn't know much about alcohol

habitual web / comp nerds

lives on campus

uses Facebook on phone

uses Twitter on phone

PC user

wants to stop blacking out

wants to learn to drink

prefers: usability / speed

using at night (8pm - 2am)

will use app at home, drinking with friends

connected to 4G at all times

drinks once a week

tech savvy

heavy smart phone user

not too much money, but enough to buy a couple of beer a week

has a fake id

mac-users. apple geeks

female

in college (18-21)

uses phone for everything

at a friend's house / party

drinks a lot

occasional web/comp users

jumps to latest trendy products

still living off of parents money, able to spend a lot on drinks

wants to brag about tracked drinks

party animal

foursquare

easily bored

urban big cities, no car, can get more drunk

stumble upon

current with slang

uses product mostly at night

Persona #3

Male

Post college (21-30)

Just married/in a relationship

No kids

Urban, city type

Makes 40k +

Big company, big money

Business/financial worker

Works at large corporation

Tech savvy

Web is second nature

Uses newest safari

Lion or mountain lion

iPhone

Mac (1-2 yrs old)

Super fast Internet

Watches tv online

Gets news online

Loyal to products that he uses and keeps up with latest updates

Uses financial tracking app

And pays with phone

Uses app when drinking

Checks phone when out

Uses app at bars

Uses app on the weekends

Persona #1

Personas: Raw Clusters

Page 22: Alc Journal / NoMo research

Stephen, The Rarely Drinking Vomiter21 years oldStudying Computer Science at Rutgers. Lives on campus.Has an internship at a small company in the areaWants to become a successful entrepreneur.Not rich, but has enough money from his job to buy a couple of beers every week.Tech Savvy. Android / PC user. Trusts technology.Heavy smartphone user.Texts a lot. Distracted by texting while using other apps.Mostly goes out to friends houses.Only drinks about once a week, but often goes overboard.Relaxed, generally happy.Needs to feel smart.Hates feeling embarrassed.Wants to know how to drink properly.Prefers usability to style.

Page 23: Alc Journal / NoMo research

Jane, The Party Animalin college19 yrs. oldstill lives off parent's money, able to spend a lot of drinksApple userlives in urban environment without caroccasional web/computer usereasily bored, party-animalcurrent with latest slanguses smart phone for everythingjumps to latest product trendsuses: Facebook, Twitter, Foursquare, Stumbleupondrinks 4 times a week at friend's houses & partieswants to brag about tracking drinks

Page 24: Alc Journal / NoMo research

Max Davis, The Doesn't Want To Settle Down But Is Engaged Anyway Guy

26 years old.Graduated from UCLA, and moved to NY to pursue career in Public Relations.Works 50–70 hours a week, and has been at Sally Fischer PR for almost 3 years. Makes $60k per year.Recently engaged.Can be aggressive.Needs to feel in control.Web and mobile are second nature. He uses his phone to get all of his information and entertainment.Goes to Happy Hour and bars after work/on the weekend to catch up with friends and relieve the stress of the work week.Before he was engaged he partied a lot, and often lost control. Now that he is getting married, he wants to learn his limit.

Page 25: Alc Journal / NoMo research

We made a lot of assumptions.

The interviews helped us figure out characteristics of our user base.

Different people = different clusters.

The more specific, the better.

That's a lot of post-its.

HARDSHIPS &LEARNING!

Page 26: Alc Journal / NoMo research

Key Findings

Page 27: Alc Journal / NoMo research

Research can prove your idea wrong.

Less people than we thought would be interested in our initial idea. :(

The goal is the most effective incentive.

People won't necessarily check their phones when they're out drinking.

LEARNING!

Page 28: Alc Journal / NoMo research

Design Considerations

Page 29: Alc Journal / NoMo research

People won't work for us. Find a way to automate the app.

Keep the interface & functionality simple.

Keep in mind the frequency at which people check their phones when designing the flow.

LEARNING!

Page 30: Alc Journal / NoMo research

Open QuestionsNext Steps

Page 31: Alc Journal / NoMo research

What can we make that fits into the way people behave around drinking?

We learned people mostly use their phones while waiting for friends. What can we make that takes advantage of this?

Next Step: Rethink the concept based on what we've learned. Either tweak it or do something else in the same space.

LEARNING!