Unpacking GenZ’s Ideal Driving Experience
Team
6 Members
My Role : UX Researcher & Strategist
Timeline
3 Months, Sep - Nov 2023
Tools
Figma, Figjam, Adobefire fly, Microsoft Word
Overview
In today’s dynamic transportation landscape, Generation Z is at the forefront of driving change, redefining the future of mobility. This research framework seeks to explore their aspirations, motivations, and expectations with an open and unbiased approach.
Goal
To uncover the driving factors that define the ideal experience of the generation Z that is shaping the road ahead.
The Problem
Driving among Generation Z in the U.S. has declined, with only 3.6% of licensed drivers under 19 and 18-year-olds obtaining licenses dropping from 80% to 60%.
Who are these GenZ users?
We focused on both Genz drivers and non-drivers, to fully understand why people drive or don't drive, their motivations, needs and their pain points.
Age: 18-25 (Genz)
Location: Based in the USA
Lifestyle: Active, Outgoing, Learner, Lively
Research
We began our research by defining objectives to understand the desired user experience, focusing on uncovering the meaningful and enjoyable experience to the user through research.
Objective
Analyze Influencing Factors
Investigate how social, economic, geographical, and environmental factors influence transportation choices.
Capture Emotional and Experiential Aspects
Uncover the emotions, challenges, and satisfaction levels associated with driving.
Assess Technological
and Future Trends
Evaluate participants
perspectives on technological advancements, and their potential impact on driving habits.
Approach
To achieve a comprehensive understanding of the desired user experience, we adopted a mixed-methods research approach that integrates qualitative techniques.
Observations
Interviews
Cultural Probe
Sensory Probe
Observations were conducted inside the car, near parking areas, outside car areas etc.
21 participants were interviewed combining drivers and non-drivers.
Outdoor workshops were conducted, during which observations were made, and detailed notes were gathered.
Outdoor workshops were set up to engage users’ senses and understand their experiences and feedback on different cues.
The Workshop
To gain deeper insights into Gen Z’s ideal driving experience, we conducted a creative cultural probe - an interactive public research workshop that brought together a diverse group of 20 plus Gen Z participants. Through this approach, we also explored sensory cues that enhance user experience by improving usability, accessibility, and engagement.
Cultural Probe
We conducted some exercises to understand the emotions people had with different scenarios.
To understand the emotions of GenZ while driving in different outdoor environments.
To understand their distractions while driving.
To understand Gen Z's current preferences and their ideal car types.
How do they envision their ideal car to look in future.
To understand GenZ's current and ideal car function.
Sensory Clue
We conducted Sensory Cues to explore and engage users’ senses to understand what enhances their experience through Visual, Haptic and Auditory Cues.
To understand how Genz's feel when they touch or feel different materials?
How does different scents in car affects their mood while
driving?
How does different sound inside and outside the car affect their driving experience?
Affentization
To synthesize the 2366 plus qualitative research data points, we employed an Lextant's method of affinity mapping exercise using a color-coded method (Yellow–Blue–Pink–Green) to cluster key insights across user interviews, surveys, cultural probes and sensory cues. The goal was to organize and group statements logically, enabling them to be synthesized and translated into insights.
🟡 Yellow – Raw Observations: Sticky notes representing direct user quotes.
🔵 Blue – Patterns/Themes: Grouped observations that shared similarities.
🌸 Pink – Insights: Abstracted meanings or deeper truths behind the patterns.
💚 Green – Opportunities: Actionable design opportunities derived from insights.
Insights Generations
It was found that Genz wants a future where driving is less stressful, more appealing, and safer for everyone. The findings also allowed to understand their Emotions, Benefits and Features.
How does GenZ want to feel?
What does the experience have to provide in order to feel this way?
How does the design deliver benefits?
Ideal car Generations
As part of our sensory cue exercise, we challenged participants to envision their ideal future car using only five prompts, with the assistance of AI. The responses revealed a range of unique and innovative vehicle concepts, reflecting the evolving desires of Gen Z drivers. Here are some of the distinctive dream cars our interviewees aspire to drive in the years ahead.
The Framework
We used an anatomy of experience framework to connect desired emotions with design attributes, linking features and benefits to user emotions. This approach helped us understand how product or service design can create emotional connections with users.
Understanding the framework
Key Emotional Needs of genz found from the research were:
1. Empowerment: We found that driving provides a sense of independence and responsibility to 85% of GenZ.
2. Relaxation: 78% Gen Z desires for a comfortable, stress-free, and enjoyable driving experiences.
For Gen Z, driving is about feeling empowered and relaxed, and this framework emphasizes these emotions to define the future of their driving experience.
Gen Z seeks benefits that provide tangible advantages, helping them achieve the feelings and outcomes they value most.
Genz's are looking for theses features in their car to make the experience more valuable.
Client Magazine
The end product was a Client Magazine that acts as an all-encompassing guide, presenting research insights and frameworks through captivating visuals and authentic user testimonials.
Click here to see the link
Key Learning
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Explored the concept of driving as a non-driver, providing a unique perspective on the challenges and experiences associated with it.
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Recognized the pivotal role of technology in Gen Z’s ideal vehicles, including hybrid and autonomous vehicles, and their vision for a pollution-free future, emphasizing ethical transportation solutions.
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Developed skills in presenting complex findings clearly and effectively through the use of frameworks, infographics, and visual aids, ensuring a comprehensive and engaging delivery of insights.