What does “adventure” mean for millennials?
Toyota’s Calty Design Research team approached ICI for help kick-starting the design process for a new adventure vehicle aimed at Millennials. The big question was this: What does “adventure” mean for millennials? ICI organized a 2-day research workshop for the Calty design team, designed to immerse participants in authentic outdoor culture, attitudes and design values. We went hiking with millennials, spoke to surfers on the beach, had dinner with outdoor-loving creatives, and experienced a very Californian bonfire on the beach.
Our research led to a set of insights that signaled a shift in generational values away from “hard-core adventures” and towards “casual adventures with just the right amount of ruggedness". ICI created a set of design principles to guide the design direction of the FT-4X, a car that enables casual everyday adventures. The concept vehicle made its debut at the 2017 New York International Auto Show.
Client Immersion / Holistic UX Design / Design Strategy