Overview Impact SME Research Themes Brand Directions Storyboards

Case Study · 03 of 06

Spatial computing.

How will spatial computing evolve vehicle design in 2030–2040? Research that shaped Honda & Acura brand narratives for Gen Z.

Client

Honda · Acura R&D

Role

Lead UX Researcher & PM

Duration

6 months

Participants

40+ SMEs · 1:1

Horizon

2030 — 2040

1:1 SME interviewsUsability studiesEye trackingGesture analysisBrain-computer interfaces (BCI)EEG secondary researchCompetitive analysisStoryboard synthesis

My Role

Lead UX Researcher & Project Manager for the full 6-month engagement — research design, SME recruitment, synthesis, and brand-strategy delivery.

Team

R&D team with Yuyan Chen (UX Designer), Acura designers, and Honda designers. External collaboration with Meta, Marvel, Apple Vision Pro, USC, and Stanford.

Hypothesis

In 2030–2040, spatial computing will be in a matured state in our daily lives — and Gen Z (1997–2012) will be the audience whose expectations define the category.

Impact · Next-Gen Luxury

Research that shaped brand strategy.

Leveraged Gen Z research to shape Acura and Honda brand narratives.
Crafted immersive experiences resonating with younger audiences.
Translated spatial computing concepts into tangible design elements for future vehicles.

These themes formed the foundation for future brand strategies, allowing Honda and Acura to craft compelling narratives that align with Gen Z values while driving user-centric design decisions. The findings established a framework for emotion-driven interfaces — setting new benchmarks for innovation in the automotive industry.

Project Overview

Blending physical and digital realms.

I developed blended physical and digital realms to enhance brand strategies for Honda and Acura — anchored in deep Gen Z research and a 2030–2040 future-state hypothesis.

Objective

How will spatial computing evolve vehicle design in 2030–2040?

Target audience

Gen Z (born between 1997 and 2012).

What is spatial computing?

Spatial computing blends our physical reality with a digital world and allows new forms of human-computer interaction.

Key Trend Identified

The spatial computing market is poised for significant growth.

The automotive sector sits at the intersection of AR, VR, and autonomous vehicle technologies — and Gen Z is the audience whose expectations will define it.

After conducting market research and competitive analysis, I realized that many different elements could influence the creativity of vehicle design with spatial computing in mind. So I went broad on expertise — talking to four distinct types of subject matter experts.

SME Research

40+ experts. 1:1 interviews. Four lenses.

Gaming SMEs

To understand how gamification can engage human interactions — and for how long.

Sci-fi × Movie SMEs

To understand how movie producers predict the future through research, and how far in advance they predict it.

Neurotechnology SMEs

To understand how the brain interacts with physical objects today, and when (if ever) it will be normalized — the digital × physical frontier.

Technology Futurist SMEs

To understand how accurate technology prediction is, and how it will influence today's societal values.

Collaboration

Industry leaders and top research institutions.

I collaborated with industry leaders like Meta, Marvel, and Apple Vision Pro, as well as top universities including USC and Stanford, to shape brand strategies for 2030–2040.

I also conducted primary and secondary user experience research using industry-standard methodologies: usability studies, eye tracking, gesture analysis, and brain-computer interfaces (BCI) — along with secondary research on EEG (electroencephalogram).

Gen Z's values don't change — they evolve as they get older.

Main values surfaced consistently: authenticity, craftsmanship, brand stories, quiet luxury, accessibility, instant gratification.

I prioritized emotional resonance for Gen Z consumers while designing intuitive interfaces.

Synthesis

Four themes that shape 2030–2040.

After in-depth one-on-one interviews with over 40 subject matter experts, I validated three hypotheses through comprehensive data analysis and identified key themes for both Honda and Acura on a 6–10 year horizon.

Emotional Investment

How Gen Z seeks deeper, more meaningful connections with brands, valuing experiences that resonate on an emotional level.

Ongoing Engagement

Gen Z's preference for continuous, interactive relationships with brands beyond the point of purchase.

Screen-less: Seamlessness of Digital & Physical

How the integration of digital and physical experiences could create more intuitive, frictionless interactions for tech-savvy Gen Z consumers.

Future Digital: AI Predictions, Mind-Reading

Gen Z's openness to advanced technologies that anticipate needs and enhance the user experience in unprecedented ways.

Brand Directions

Honda & Acura.

Honda Zero

Interconnectivity. Community. Warm engineering. Taking off burdens. Sense of belonging.

Strategy: simpatico, ease of use, easy to customize design.

Acura

Protagonist. Immersive. Performance.

Strategy: illusion of speed, immersive entertainment, daily commute made more entertained.

Storyboards · 2030–2040

Two scenarios. Two audiences.

I created compelling storyboards using tools like Midjourney and collaborated with digital storyboard artists. Actual images remain under NDA.

Honda · 2030–2040

Honda — A multi-gen family picnic

The members pick car themes according to that day's activity. The family are all doing individual tasks within the same spatial computing space — together, but immersed in their own worlds. Honda's target audience for 2030–2040.

Acura · 2030–2040

Acura — A woman boss, morning commute

On the way to work, she commutes as if the drive is a spatial computing game play — heavy traffic transformed into something to enjoy, not endure. Acura's target audience for 2030–2040.

Setting new benchmarks for innovation in the automotive industry — through emotion-driven interfaces.

Spatial computing.

My Role

Team

Hypothesis

Research that shaped brand strategy.

Blending physical and digital realms.

Objective

Target audience

What is spatial computing?

The spatial computing market is poised for significant growth.

40+ experts. 1:1 interviews. Four lenses.

Gaming SMEs

Sci-fi × Movie SMEs

Neurotechnology SMEs

Technology Futurist SMEs

Industry leaders and top research institutions.

Four themes that shape 2030–2040.

Emotional Investment

Ongoing Engagement

Screen-less: Seamlessness of Digital & Physical

Future Digital: AI Predictions, Mind-Reading

Honda & Acura.

Honda Zero

Acura

Two scenarios. Two audiences.

Honda — A multi-gen family picnic

Acura — A woman boss, morning commute

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