Gobi — Gamified Sobriety
Role
Secondary Discovery Researcher · Interviewer · Interview Notetaker · Observational Researcher · Collaborative Insight Analyst · Prototype Designer · Usability Analyst · Collaborative Slide Designer
Timeline
2.5–3 months
Type
Student Project: Discovery to Polished Prototype
Team
4 members
Context & Problem
The sober-curious movement, driven by Gen Z's shifting attitudes toward wellness, has reshaped how people think about alcohol. The current digital wellness tools abound, but rarely address sobriety or moderation in a way that feels motivating rather than medical. Our team set out to explore how we might design a system that supports cutting back on alcohol through positive reinforcement and gamified self-tracking. Our early ideas focused on sober-friendly event spaces, but interviews revealed that what users wanted wasn't another meetup app—they wanted support that feels fun, personal, and non-judgmental.
Research & Insights
Methods: • 7 initial discovery interviews • 4 Observational usability testing (Zoom & in-person) • Secondary discovery research • Thematic coding & affinity mapping • Alcohol and alcohol-free space observational research (in-person) Top Insights: • Users wanted progress, not perfection—sobriety apps often felt punitive. • A mascot or emotional companion made behavior change feel approachable. • Gamified elements like achievements and avatar customization improved engagement. • Tracking needed to feel private, simple, and encouraging, not judgmental. • Personal data (health stats, money saved) increased a sense of control. Key Finding: Gamification, when paired with humor and emotional design, helps users approach serious topics—like alcohol moderation—with self-compassion and consistency.
Comprehensive affinity map synthesizing research across four phases: Learnability & Onboarding, Navigation & System Visibility, Emotional Engagement & Mascot Appeal, and more
Ideation & Architecture
Through iterative workshops and feature pitches, the team distilled early discovery into one clear direction: Sobriety, but gamified. We came up with Gobi, a goblin companion embodying self-growth through imperfection. Core features were mapped across three pillars: Gamification, Tracking, Emotional Support.
Feature mapping across three core pillars with achievement screens and mascot customization concepts
Design Evolution
User testing exposed both clarity gaps and emotional wins: Navigation: Icon ambiguity resolved via clearer titles and simplified bottom bar. Customization: Loved changing Gobi's outfit, but wanted previews before spending coins. Implemented preview overlay. Onboarding: Users found setup intuitive and friendly. Kept conversational tone. Reflections Feature: Some users "farmed" coins with empty entries. Added cooldowns and reward caps. Logging a drink: Confusion between "Manage Challenge" and "Log Drink." Revised button labels and visual hierarchy. Feedback system: Users responded emotionally to Gobi's reactions ("Oh no, I've disappointed my Gobi"). Retained and refined emotional feedback.
Before and After refinements: Profile and Reflections screens improved through iterative user testing
Final Concept
Gobi is a challenge-based sobriety app that turns behavior change into a personalized adventure. Through avatar evolution, achievements, and reflective journaling, users see tangible rewards for healthy habits, both emotional and measurable. Key Features: • Gamified Tracking: Avatar growth, achievements, streaks, and GobCoins. • Health Insights: Sleep, heart rate, money saved, and weekly progress. • Reflections: Guided prompts that transform self-awareness into earned rewards. • Personalization: Outfits, colors, and "Goblin moods" that evolve with progress. • Smart Integration: Optional biometric sync for data-driven insights. Ideal Scenario - Alex's Journey: Alex isn't quitting—she's only cutting back. After choosing "One-Drink-a-Week," she logs moods, completes reflections, earns coins, customizes her goblin, and sees her saved money climb. Gobi cheers her on, celebrating every small victory with humor and empathy.
Complete user journey: Onboarding, challenges, achievements, reflections, and customization
Outcomes & Learnings
Testing Impact: 4 participant usability sessions validated core flows. All users described Gobi as "fun, human, and motivating." Emotional feedback ("Gobi's disappointed face") improved self-awareness. Gamification balanced accountability, reducing stigma. Reflection & Next Steps: Further testing could refine social and community features (friend challenges, leaderboard visibility). Expanded accessibility and adaptive challenge scaling planned for next iteration. Opportunity for data-driven personalization (habit recommendations, AI journaling prompts). Gobi taught me how emotional design can mitigate resistance. By merging gamification with progress tracking, we built a system where self-improvement feels celebratory, not corrective. The key was pairing the mascot's personality with genuine progress metrics—making the app both emotionally engaging and functionally supportive.
Project Gallery
Version 1: Early wireframes exploring dashboard, tracking, and mascot customization
Version 2: Refined design with improved navigation and visual hierarchy
Comprehensive onboarding screens: Welcome, Registration, Profile Setup, and Progress Tracking
Welcome onboarding screen introducing Gobi mascot and app purpose