UX Strategy: Jones Nicotine Replacement

Project Overview: User Experience Strategy - Jones App

As the UX strategist, I focused on deeply understanding the behaviors and motivations of their target audience—young adults whose nicotine use often began socially and who struggled to quit in isolation. By translating these behavioral insights into strategy, I helped shape a digital experience that fosters belonging, motivation, and positive reinforcement—turning community influence into a driver for healthier habits.
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• Role: UX Researcher & UX Designer | 1 month
• Services: UX Research | Brand Strategy | UX Design
• Industry: Lifestyle & Behavioral Support
• Website : Jones
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The Audience:

Young adults (primarily 20s–30s) who began vaping socially—often as part of a trend or community habit—and are now seeking to quit but struggle to do so alone. Their nicotine use often began not from addiction, but from connection—friends, nightlife, stress culture, or “just weekends.” That same social dynamic that got them hooked can also be leveraged to help them quit together.

• Health-conscious but socially influenced.
• Value design, authenticity, and community.
• Feel shame or frustration around their vaping habits.
• Skeptical of overly “clinical” or judgmental quit tools.
• Motivated by progress, positive reinforcement, and belonging.

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Behavioral Research & Audience Mapping:

Through qualitative research and behavioral analysis, the Jones Team uncovered that vaping habits often start and persist because of community influence—friends, social settings, and shared routines. This insight reframed how we approached the product experience. Rather than fighting those social dynamics, we designed ways to redirect them toward positive behavioral reinforcement.Visually represented by: early research synthesis, persona development, and flows that map emotional touch-points across the quitting journey.

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Redefining the “Quitter” Identity:

The word “Quitter” had to be reclaimed. I collaborated with the founders and creative team to reshape the narrative around quitting—not as a sign of weakness, but of self-awareness, strength, and intention. This strategic foundation influenced both copy and interface design: affirmations, tone, and micro-interactions that celebrate progress instead of perfection.

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Designing for Behavioral Change:

Working from clinical evidence that behavioral support and digital motivation can increase quit rates by 40%, I helped visually support how the app integrates small but meaningful nudges—daily encouragements, progress trackers, and supportive prompts. These features were designed to build consistency, boost confidence, and sustain momentum over time.

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Outcome:

In collaboration with the Jones team and designers to translate behavioral research into a UX strategy for their app, a community has been built. By uncovering how social influence drives vaping behaviors, we designed features that foster peer support, celebrate milestones, and normalize quitting as a shared, empowering experience. My work focused on user research, behavioral analysis, and journey mapping to help the team create a community-driven, sustainable approach to quitting.