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CONTEXTUAL RESEARCH | STRATEGY | IMPACT | AUTOMOTIVE RESEARCH
The Ideal Experience of Driving for Gen Z
*This is an academic project, the methodologies used are credited to Lextant.com
INTRODUCTION
As Generation Z takes the wheel, the landscape of driving is poised for a transformation. This project delves into their aspirations, frustrations, and hidden desires behind the wheel. Through innovative research methods, we'll uncover the emotional core of what makes the perfect drive for Gen Z.
Our findings will pave the way for the future of transportation, ensuring a driving experience that empowers, relaxes, and resonates with this influential generation.
As a UX researcher, my contribution to the project included building powerful questions, conducting interviews, designing and organising cultural probe and insight translation
MY ROLE
2 Months (Academic Project)
October 2023 - November 2023
TIMELINE
2 UX Design Students, 3 Design Management Students and 1 Sustainability Student
THE TEAM
Adobe Firefly (AI Generated Images)
Figjam (Note taking, Insight Translation)
Adobe Illustrator (Framework Development)
Adobe Indesign (Client Book)
TOOLS FOR DESIGN & DEVELOPMENT
PROJECT GOALS
Identify the aspirations, motivations, and expectations that define the ideal driving experience for Gen Z. This goal focuses on understanding what Gen Z values in a driving experience.
Uncover the driving factors that define the ideal journey for the generation that is reshaping the road ahead. This goal looks at the broader concept of how Gen Z wants to travel, not just while they are behind the wheel.
Identified Stakeholders
Our target users are the Gen Z. We focused on both drivers and non-drivers, to fully understand why people drive or don’t drive, their wants and needs and their pain points.
Drivers
· Age: 18-25
· Home cities: Based in the US and India
· Everyone has a driving license. They drive their own car.
· Cities of driving: Savannah, USA | New York City, USA | Mumbai, India
Non drivers
· Age: 18-25
· Home cities: Based in the US and India
· Everyone has a driving license
· City of driving: Savannah, USA | Mumbai, India
Interviews
Participants
24
21
2,366
Data Points
KEY INSIGHTS
💡 85% of our respondents prefer the joy and freedom of driving on their own over autonomous cars due to trust issues.
💡 Almost 68% prefer eco-friendly and ethical driving options.
💡 And 92% prefer public transport, walking and alternative transportation methods.
“Driving helps us with independence,
we feel in control and empowered.”
- Interviewee
CURRENT EXPERIENCE
😭 "I feel like driving can be stressful sometimes."
😭 "We find the driving experience less appealing due to external difficulties."
😭 "We fear electric cars for long drives due to limited charging stations."
RESEARCH WORKSHOPS
To delve deeper into Gen Z's ideal driving experience, we employed a creative cultural probe. This public research workshop brought together a diverse range of Gen Z participants. Through engaging activities, we gathered rich qualitative data that goes beyond typical surveys.
The focus? Uncovering Gen Z's true desires when it comes to the perfect drive. We wanted to understand what features, functionalities, and experiences would truly excite them on the road.
We also a sensory cue & cultural probe workshop. Here, participants explored their emotional responses, challenges, and dream scenarios behind the wheel. By simulating different driving environments with sights, sounds, and even generated their ideal car model using Adobe firefly, we gained valuable insights into how Gen Z wants to feel, perceive, and interact with their future driving experiences.
AFFINITIZATION
By bringing together user data through a process called affinity mapping, we were able to build a comprehensive framework of solutions. This framework prioritizes the needs, wants, and aspirations of users, while simultaneously empowering individuals and enhancing safety on a systemic level.
These insights are not just findings, they're a roadmap. They equip us to reach an ideal future: one where we not only adapt to climate change, but thrive in the process.
The data points are gathered on yellow stickies and through affnitization become greens
YELLOW >> BLUE >> PINK >> GREEN
THE FRAMEWORK
Emotions
At the heart of every driving experience lies an emotional journey. For Gen Z, the ideal emotions behind the wheel are empowerment and relaxation. This framework prioritizes these core emotions when designing the future of driving for this generation.
Benefits
Benefits bridge the gap between the product/service and the user's emotional experience. They represent the tangible advantages users gain by using the product, ultimately enabling them to achieve those core emotions.
Features
Features are what you use to get the advantages of a product or service. They're like the buttons on a remote control – they let you access the features that give you the benefits you want.
Sensory Cues
A sensory cue exercise dug deep into Gen Z's driving emotions. It revealed desired features and subconscious connections. This user insight ensures our framework resonates powerfully, driving high adoption and a truly impactful Gen Z driving experience.
It's all about creating a perfect match between what you see, hear, and do. Our research shows this creates a powerful connection with your drive.
- Gen Z associate Screen Aid to being Responsible
- Listening to Podcasts & Music to being At Ease
- Having Strong & Sturdy, Tailored Leather Seating, Tinted Windows, Futuristic, Sleek & Classy Designs, with the Smell of Essential Oils and Coffee to being Comfortable
USER GENERATED AI MOCK-UP
During our sensory cue experiment, we asked our users to build their ideal dream car in the future using only five key words with AI. They entered some of their key words that described their ideal vehicle. Take a look at some of the unique ideal vehicles of our interviewees:-
PROMPTS
Hybrid, automatic, big, sleek, fast, comfy, compact, manual gear, talk with the car, black, jeep, classic, red, empty roads, strong & sturdy, reliable, spacious, half glossy, half matte, big wheels, huge, safe, good music, pearly, sleek interior, cream interior, smooth edges, small.
CLIENT MAGAZINE
The Client Magazine serves as a comprehensive resource, showcasing the research findings and framework through compelling visuals and user testimonials. This format fosters a clear understanding of user needs and preferences, aligning directly with the voice of Gen Z.
Click to view magazine.
LEARNINGS FROM THE PROJECT
Gen Z might value different aspects of driving compared to previous generations. They might prioritize features like connectivity, environmental impact, or a personalized experience over raw horsepower or speed.
✏️ Shifting Priorities
The research might highlight the importance of emotional connection for Gen Z drivers. The car could be seen as an extension of their personality, a space for relaxation and enjoyment, or a tool for self-expression.
✏️ Emotional Connection
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