How can Honda inspire the joy and freedom of mobility in Gen Z?

Why is Honda looking into micromobility options for Gen Z?

When you hear "Honda," what’s the first thing that comes to mind?

Cars. 🚗

That’s exactly the perception that Honda is trying to redefine.

As Gen Z steps into the market with higher purchasing power than ever, Honda aims to understand their needs and preferences around mobility to better serve them in the future.

So Honda approached my team to create a game that explores Gen Z's relationship with transport, aiming to empower them with the joy and freedom of diverse and sustainable mobility solutions.

Who are Gen Z?

Before jumping into the exciting part of making a game, we began by gaining a comprehensive understanding of Gen Z.

To do this, we utilized a multi-faceted research approach that included

• Analyzing market research publications
• Conducting literature reviews
• Performing informal semi-structured interviews with peers within the Gen Z demographic

Transformational Goals

Our transformational goals are designed to make a meaningful impact on our players’ lives by aligning with Gen Z's intrinsic motivations.

Together, these goals drive positive behavioral change and position Honda as a good corporate neighbor, while also providing valuable insights into Gen Z's behavior to better cater to them in the future.

Introducing Out of Time

Out of Time lands you into a post-apocalyptic desolate universe. But by making critical decisions, solving problems, and collecting resources, you can rewrite the past and build a more hopeful future.

In this unique experience, walking in real life powers up your in-game character.

After a lot of research, co-design sessions, playtesting and iteration, we landed on Out of Time.

But does it actually achieve the transformational goals? To answer this question, we need to conduct a longitudinal study.

Research Objectives

• To what extent does the game influence participants’ daily walking habits?
• What game elements contribute to sustained behavior change?
• Do participants demonstrate a positive change in attitude towards walking?

Research Methodology

The study was designed as a 6-day diary study using the dscout platform, aimed at understanding the impact of the "Out of Time" game on participants' walking habits and attitudes towards sustainability.

Recruitment criteria and process

To ensure a diverse and representative sample of Gen Z participants, we established the following recruitment criteria: participants aged 18-27, balanced gender representation, experience with games, ownership of an iPhone with a health tracking app, and willingness to commit to a 7-day diary study. We recruited participants through dscout, targeting a total of 12 participants to allow for potential drop-offs, aiming to retain 8 active participants throughout the study.

Sample questions asked or usability tasks

Throughout the study, we engaged participants with a series of surveys and tasks designed to capture their experiences and behaviors:

• Pretest Survey: Questions about current walking habits, well-being practices, and attitudes towards sustainability.
• Daily Tasks: Participants were required to play the game and unlock new segments by meeting specific walking goals, verified through screenshots of their step counts.
• Daily Surveys: Participants provided feedback on their daily game experience, mood, and walking activities.
• Post-test Survey: Questions focused on changes in walking habits, well-being, and attitudes towards sustainability.
• Post-test Video Surveys: In-depth questions to explore participants' detailed experiences with the game and walking.

Analysis and synthesis process

We employed a mixed-methods approach to analyze the collected data:

• Qualitative Analysis:
• Conducted thematic analysis to identify recurring themes and insights related to behavior change and attitudes toward sustainability.

• Quantitative Analysis:
• Examined changes in step counts and game engagement metrics over 5 days
• Comparing baseline and post-intervention data to identify significant trends

We then synthesized quantitative and qualitative findings to provide a comprehensive understanding of the impact of the game on participants' behaviors and attitudes.

Outputs/deliverables

Meet WalkWarrior

A 27-year-old from Glenview, IL, who loves strategy and survival games. When introduced to "Out of Time," he was captivated by its dystopian narrative and engaging role-play mechanics. WalkWarrior appreciated the choose-your-own-adventure style gameplay, which kept him eager to explore and learn about the game world. His excitement to progress in the game motivated him to meet his daily walking goals, even in less favorable weather conditions.

Increased Physical Activity and Wellness The game's integration of walking goals into the storyline significantly influenced WalkWarrior's physical activity. He chose to walk instead of using rideshare services, motivated by the desire to grow super crops and advance in the game. On days when he would typically remain sedentary, WalkWarrior found himself walking around his neighborhood and enjoying the sights, driven by the game’s incentives. This not only increased his daily step count but also enhanced his overall well-being and connection to his surroundings.

Valuable Insights for Future Improvements While he enjoyed the narrative and role-playing elements, he felt that the crafting mechanics could be more challenging and better integrated into the storyline. Additionally, he suggested a more comprehensive reward system to maintain long-term engagement. Overall, WalkWarrior’s feedback and increased activity levels demonstrated the effectiveness of "Out of Time" in promoting physical activity and engagement, providing valuable insights for enhancing the game to better meet player needs and preferences.

Impact

• Increased Physical Activity:
• Participants who engaged with the game showed a noticeable increase in their daily step counts compared to their baseline activity levels.
• For example, Bee chose to walk instead of taking the train twice, motivated by the game. Participants like WalkWarrior and Naga reported that the game encouraged them to walk more frequently and for longer durations, even opting for walks instead of other forms of transportation.

• Enhanced Well-being:
• Many participants experienced elevated moods and reported a greater sense of well-being. Naga, for instance, felt motivated, excited, relieved, and joyful when meeting her walking goals.
• Walking, influenced by the game, helped participants like Lex and Bridge feel more connected to their surroundings, enhancing their overall wellness.

Next Steps & Recommendations

Based on our findings, we recommend the following steps to enhance the "Out of Time" game and further its impact:

1. Refine Game Mechanics:
• Increase Interactivity and Challenge: Introduce more complex and engaging crafting mechanics to maintain player interest.
• Enhance Reward System: Develop a tiered reward system that offers more varied and meaningful incentives to encourage long-term engagement.
2. Integrate Real-Time Tracking:
• Step Count Visualization: Incorporate real-time step count tracking within the game to allow players to visualize their progress and develop a stronger sense of accomplishment.
3. Strengthen Narrative Elements:
• Expand Storyline: Add depth and novelty to the storyline to sustain player interest beyond the initial days of gameplay.
• Connect Subplots: Ensure that smaller story elements are well-integrated, providing a richer and more cohesive narrative experience.
4. Promote Wellness and Sustainability:
• Embed Wellness Practices: Further integrate wellness activities, such as breathing exercises, into the game to enhance the overall well-being of players.
• Highlight Sustainability: Emphasize sustainability themes more prominently to increase players' awareness and commitment to environmental issues.

Reflections

Working on the "Out of Time" project provided invaluable insights into the behaviors and attitudes of Gen Z regarding mobility and sustainability. The study underscored the power of gamification to drive positive behavioral change, revealing that interactive and narrative-driven elements can significantly improve people’s lives.

If I had more time, I would have

• Conduct Broader Testing:
• Larger Sample Size: Expand the study to include a larger and more diverse sample of participants to validate initial findings.
• Longitudinal Study: Implement a longer-term study to assess the sustained impact of the game on walking habits and attitudes towards sustainability.

Overall, the experience reinforced the value of combining research with innovative design to create impactful solutions. By understanding and addressing the unique motivations and challenges of Gen Z, we can develop engaging and meaningful products that promote well-being and sustainability. This project has been a testament to the potential of user-centered design and the transformative power of thoughtful gamification.