Honda Apex

I was selected to participate in a one-year long research project, funded by Honda R&D Americas Inc.


For this team-based research project, led by two faculty members, we were asked to determine how self-driving vehicles would impact particular groups of customers and propose technically plausible ideas for journey experiences in the year 2030.


Deep customer-centered primary and secondary research was conducted to fully understand the particular customer profiles we were asked to consider, from which we were able to develop appropriate personas. We also undertook future scenarios studies, advised by an adjunct faculty member who is a professional futurist in order to determine probable social, technological, economic, environmental and political trends towards the year 2030.


Using the considerable insights derived from this research, we then explored the kinds of journeys that our target customers would be likely to make in 2030. This allowed us to determine the kinds of user experiences and interactions that we would have to design for. We were then able to develop an optimal vehicle architecture to support our final recommendations as well as palates of colors, materials and fabrics to create appropriate ambience.


The final recommendations were presented to Honda's senior management in the form of full-size physical mock-ups, combined with virtual simulations of the customer experiences, using 3D digital models, animations, virtual reality and narrative.

Being a team project, I was involved in all aspects of the project. However, my particular contributions to the project were primary and secondary research into target customers; future scenarios studies; interaction design; storyboarding; color, materials and fabrics research.