Type ✦ Digital & Physical Prototype
Year 2023
@ UC Berkeley.
My goal was to explore the future of transportation, focusing on self-driving cars and their role in social interaction, particularly for Generation Z. I learned about the habits and prioritizations that a user may have in 2035 for community building with car design and digital integration.
With a growing lack of “third places,” how do passengers socialize in this safe, private space?
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In a rapidly evolving digital landscape, the challenge is to design innovative digital products for BMW that not only align with the sustainable behaviors and lifestyles of future generations but also enhance their digital identity, while focusing on promoting environmental sustainability and responsible consumer practices.
By improving digital sustainability, we can aim to create future digital experiences that place sustainability at the heart of Gen Z and Gen Alpha's digital identities, behaviors, and lifestyles.
So what do we know about Generation Z?
Comprising 20% of the population, Gen Z—those born in the late 1990s and early 2000s—grew up in a rapidly evolving technological landscape.
This generation places a high value on autonomy, self-motivation, and the pursuit of uniqueness. Their desire to stand out manifests in an “undefined identity,” where they actively curate and express themselves through various mediums.
With technology seamlessly blending digital and physical worlds, Gen Z leverages tools like social media and tangible products to shape their individuality. From personalized online content to distinctive physical goods, their self-expression is multifaceted, fluid, and deeply intertwined with the tools of modern innovation.
Some questions that I considered:
1. With a growing lack of “third places,” how do passengers socialize in this safe, private space?
2. How does technology enhance and not distract from the driving experience?
3. Assuming that all cars in 2035 are driverless EV’s, with the car as the driver, what does the ideal integrated (AI companions etc.) transportation experience look like?
How can we make our vehicles a fourth place?
1. With a growing lack of “third places,” how do passengers socialize in this safe, private space?
2. Supporting mental health and understanding the loneliness epidemic, encouraging social interaction among users.
3. Valuing connection; a physical presence means a sense of shared space and building a meaningful community.
Understanding Gen Z's Priorities with Driving
1:1 User Interviews
I built a survey gathering details for Gen-Z users to make sure that questions are open-ended to get full feedback. After getting general feedback from peers at UC Berkeley, my group prepared informal interview questions to ask my partner's siblings (4 individuals) to understand attitudes and opinions about current transportation.
Participant A: 21 years old.
Participant B: 19 years old.
Participant C: 18 years old.
Participant D: 16 years old.
1. Do you have a driver’s license?
A: No, but I have a learner’s permit.
B: Yes.
C: Yes.
D: Yes.
A: I like that I can get to places faster and safer (w/a learner’s permit).
B: Listening to music very loud.
C: Listening to music or podcasts in the car.
D: When my mom doesn’t scream at me.
A: Keeping track of other drivers & myself on the road.
B: Having to drive around crazy drivers.
C: Waking up every day fearing that I will crash and die on the highway.
D: When my mom screams at me.
4. Why do you drive?
What sort of places do you drive to?
A: I don’t drive, but I go to school and places for social activities.
B: I drive to get to any place, but I don’t currently drive because I live on campus.
C: It’s how I get to school, hang out with friends, and the store sometimes.
D: I am forced to drive by my mom.
What sort of places do you drive to?
A: I don’t drive, but I go to school and places for social activities.
B: I drive to get to any place, but I don’t currently drive because I live on campus.
C: It’s how I get to school, hang out with friends, and the store sometimes.
D: I am forced to drive by my mom.
A: Yes; the bus, Uber, Lyft, carpool with friends, walking.
B: I walk.
C: No.
D: No.
A: Carpooling as sustainability.
What if we designed a mobile & modular vehicle seating concept? The circular design emphasizes sociability while still maintaining privacy for users.
1. Driving becomes the social experience.
- 75% of Gen-Z view driving as a third place.
2. The driver becomes a passenger.
- Gen Z has started driving and purchasing vehicles later in life than prior generations.
3. Digital tools to enhance, not distract.
- Mobility shift —we will build customized interaction while incorporating sustainable carpool practices.
Experience Prototype
From here, I want to dive deep into three categories: building a technical prototype, car redesign, and car-to-car communication.
This includes iterating the design of the space, especially modular design for rideshare with strangers, Building a specially trained model for
transport on top of the BMW iDrive personal assistant, and considering environmental sustainability in rideshare & energy share beyond carpool.
From here, I want to dive deep into three categories: building a technical prototype, car redesign, and car-to-car communication.
This includes iterating the design of the space, especially modular design for rideshare with strangers, Building a specially trained model for
transport on top of the BMW iDrive personal assistant, and considering environmental sustainability in rideshare & energy share beyond carpool.