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Cognitive Symphony

Dream of Future Mobility

Timeline

Jan. - May 2024

Team

3 Designers

Role

Lead Designer

Tools

ChatGPT, Pika, Figma, Procreate

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Empowering users to visualize their own future of mobility through an immersive, GenAI-driven exhibition

Generative AI

Experience Design

Problem overview

Honda R&D team faces issue of future value creation

As mobility evolves, Honda R&D team faces uncertainty in defining future value beyond performance and engineering. They sought new ways to connect technology, emotion, and human experience to guide long-term innovation

THE solution

An interactive kiosk to help people imagine their own future in mobility with Honda:

A Honda-sponsored initiative leveraging Generative AI to unlock new mobility concepts. Showcased at ICFF 2024, the project challenged attendees to reimagine their personal future in travel

THE solution

It is also a workshop that 4 student teams helped Honda R&D, LaFonte, and DesignWanted organized

Click the picture to view more

So, how do people interact?

Besides looking at the big screen. Here are other things that attendees did while they were at the exhibition:

Trackpad

Attendee uses trackpad to make selections through stages and generate their personalized video

Ticket

Printed ticket lets attendee revisit their experience with our kiosk

Tablet

Tablet showcasing our journey to this exhibition

Co-Discover

Ideation

Development

Production

Exhibition

Co-Discover

Ideation

Development

Production

Exhibition

PROJECT TIMELINE

This project was developed in 4 months

Secondary Research

Issue of future value creation

21%

of executives met their innovation goals as reported in the research of 1,000 North American executives across a wide range of industries and company sizes.

-NTT DATA’s 2023 Innovation Guide

Companies are currently facing challenges in identifying concepts in creating their future value.

21%

of executives met their innovation goals as reported in the research of 1,000 North American executives across a wide range of industries and company sizes.

-NTT DATA’s 2023 Innovation Guide

Companies are currently facing challenges in identifying concepts in creating their future value.

Reasons of no concept

We don't need concept

Answers have to be made fast

We don’t care about concept

“Clear target” is identified (ex. SDG 2030, Reduced waste)

We need concept but too difficult

Spent months but resulted in no concept, incapable of building concept

Proprietary Tech —> Embracing new Tech

How can companies evolve their purpose to embrace new tech and drive future value?

Proprietary technology is crucial for many companies, yet it can limit adaptability in the design process

Example #1

Value experience story

What would happen if we have happy hour on the go?

Imagine if this becomes a future project for Sports Bars, what would they do?

Not everyone is able to enjoy happy hour during these hours. Bringing happy hour experience will not be limited by physical presence anymore

Example #2

Creating value through connection

Premium jet tour creates unique value by connecting existing services across aviation, gourmet catering, and luxury hospitality. By integrating these industries, company curates an exclusive and memorable journey that elevates customer experience and opens new avenues for business.

Example #1 Cont.

Seeing to create

Visualization is key to creativity: studies from the Journal of Experimental Psychology show that mental imagery boosts creative thinking by 32%. Additionally, Harvard Business Review reports that 65% of people are visual learners, making clear mental images essential for bringing ideas to life.

Image was created using generative AI tools to visualize the idea.

We're entering an era of "tech-renaissance

The “tech-renaissance” is an era defined by the democratization of creativity, fueled by the rapid advancement of generative AI. In this period, everyone can become a creator. Tools like DALL-E, Midjourney, ChatGPT, Gemini empower individual to create art, compose music, write stories, and even develop codes - often without requiring formal training or specialized skills.

Common biases against generative AI

Ways to utilize gen-AI

Operation Thinking

AI improves efficiency

automate processes

analysis of stored data

summarization

compilation

Creative Thinking

AI enhances creativity

generate new ideas

content creation

trial and error

thought experimentation

Ideation

I let intuition and gen-AI shape ideas without boundaries

This phase focused on translating personal inspirations into experiential concepts. This open-ended approach allowed for unrestricted creativity, ensuring that thoughts and ideas could flow without limitations.

1

We began by exploring activities, items, and hobbies we enjoyed, looking for interesting combinations. These combinations became the foundation for creating unique experiences connected to each element.

We derived from one experience to create first round of story with generated images

2

From our initial story concepts, we identified the main character and generated additional ideas to evolve the narrative into a new experience.

Each story was then expanded with different variations and possibilities to explore multiple perspectives.

3

Using a more consolidated experience story, we imagine this experience in different scenarios to find innovative ideas by breaking the bias

4

Imagining unconventional, almost delusional technologies to push beyond our biases and break through to concepts that had never been considered before.

5

Integrate multiple ideas into a cohesive narrative of interconnected experiences.

1

We derived from one experience to create first round of story with generated images

Secondary research & Stakeholder Interviews

This is the story we created

What's next

To bring our created to the exhibition, we collaboratively created a vision mapping

In setting goals for the ICFF x DesignWanted exhibition, we outlined what was needed to inspire attendees with designs that demostrate limitless possibilities and push creative boundaries

Ideation

My design goals

Encourage attendees to illustrate the future they imagine

Showcasing use of Generative AI to assist creative process

Customized Experience

Ideation

What we proposed to the team

We explored methods to effectively deliver our intended experience. Emphasizing a blend of physical, digital, and sound elements for full immersion, we proposed combinations like kiosks, tunnel books, booklets, animated posters, and interactive tickets to create varied scenarios.

Ideation

What does an attendee experience when interacting with our exhibition setup?

I visualized the process that an attendee goes through from having awareness of the exhibition to how they interact with experience we created and what do they get from the interaction.

development

From there, we focused on bring different touchpoints (digital, physical, auditory) together

I visualized the process that an attendee goes through from having awareness of the exhibition to how they interact with experience we created and what do they get from the interaction.

We initially prototyped the interface in Figma, incorporating interactive elements and external keypads to simulate navigation. We've also showcased low fidelty setup with Honda team

Fabrication

We cooperated with fabricator to ensure our prototype functioned well

I visualized the process that an attendee goes through from having awareness of the exhibition to how they interact with experience we created and what do they get from the interaction.

We made several visits to the fabrication site to test and refine our interface, ensuring it functioned as planned.

Given the venue’s connectivity challenges in running Figma smoothly, we converted and built the interface into a local site for stable offline functionality.

This is Cognitive Symphony—the dream of future mobility

Sorajin integrates sustainable packaging, digital touchpoints, and a refined service system to create a smarter, more human dining experience for the future of air travel.