PROJECTS
GAMIFIED MOBILITY FOR GEN Z
Mobility
METHODOLOGIES
Qualitative research | Focus Group | Ideation, co-creation and validation workshops | Design thinking methodology | Concept Testing | Business Model Canvas |
SECTOR
Mobility
YEAR
2022
Description
Our client was looking to conceptualize and develop a compelling vehicle for Generation Z in 2025.
To do this, we sought to understand the reality of Z gen gamers (needs towards mobility, gamification strategies in their day to day, etc.) Work was also done on the co-creation of the ideal gamified car, which would meet the needs and desires in relation to the automotive industry of the future. Finally, the final concept was validated with potential users to ensure the success of the Project.
8 final concepts to validate
Characterization of Z gen gamer
Identification of gamification strategies
Co-creation of the gamified ideal car
“I love video games that have a steep learning curve, because they challenge me. In addition, the social component is also quite necessary to have a good time”.
Generation Z gamer
UNDERSTANDING THE
CONTEXT OF GAMERS
2 workshops with different gamer profiles, to understand the meanings of being a gamer, their lifestyle and habits: what they consume, how, how they play, how they get information, investment in video games, drivers when using a video game, etc. Finally, the meanings associated with the car were delved into.
GAMIFICATION STRATEGY IN THE AUTOMOTIVE
Identification of various gamification strategies in video games (game mode, social factor, progression systems, etc.), in the preparation of a map of needs regarding the driving experience and finally, in the co-creation of gamification strategies applied in the automotive industry.
CO-CREATION
OF THE IDEAL CAR
With the insights obtained in the previous pase, a co-creation session was held to ideate the ideal vehicle, which served as the basis for the teams to begin developing their gamified vehicle concepts, considering gamification strategies and needs previously identified.
VALIDATION OF
THE FINAL CONCEPT
Once the vehicle concepts were developed by the teams, a winning idea was selected. In a validation workshop with users of generation Z, the winning concept was tested on-site (attractiveness and predisposition to use…) and the business model was deepened (purchase vs. rental, price to pay, etc.)
VALIDATION OF
THE BUSINESS MODEL
Once the winning concept was refined, it was presented to 7 student teams, who were in charge of developing the ideal business model. In a new validation session, the proposed gamification strategies, the added value generated and the business model (purchase or subscription, stream revenues, etc.) were evaluated.
