CounterSludge in Alcohol Purchasing on Online Grocery Shopping Platforms

Abstract: We investigate how deceptive patterns (sludge) within online grocery shopping can influence the purchase of alcohol through design intervention, and how to counter them. Previous research investigated online shoppers’ purchasing behaviors in sustainability and healthy eating. However, current research in alcohol is limited to modifying simulated platforms to aid in the increase of purchasing lower alcoholic beverages by altering product offerings. We conducted a heuristic evaluation on online shopping platforms highlighting the use of sludge, before developing five design intervention prototypes. We then iterated on these interventions through an online alcohol purchasing questionnaire (N=20) and two follow-up activities (N=11) (interview with design probes; product swap questionnaire), evaluating how the interventions could counter sludge. Our goal is to develop interventions that engage light to moderate drinkers in alcohol reduction. We found participants want a greater presence of alcohol units and product grading imagery in conjunction with neutral-toned health warnings.