Overview
Cube-It is an interactive pop-up experience created for Royal Automobile Club Victoria in Australia to understand the evolving needs of Victoria’s multicultural millennial population.

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Problem
Victoria’s demographics are changing rapidly, yet millennials remain a stable and influential audience. RACV needed a modern and engaging way to learn about this group’s expectations, values, and lived experiences.

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Research

Surveys, interviews, and demographic studies showed that potential visitors are diverse, multilingual, and drawn to technology-centered experiences. These findings emphasized the need for a culturally inclusive design that accommodates non-English speakers.

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Insights

Millennials respond strongly to storytelling, innovation, interaction, IoT, QR engagement, and experiences that reflect multicultural identity.

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Solution
Cube-It turns user participation into a culturally inclusive data-collection experience. Through multisensory storytelling, visitors can share stories, listen to others, and contribute to a collective narrative about multicultural Victoria. IoT elements and QR interactions help attract and engage the target audience while supporting multiple languages. The concept supports RACV’s mission to create A Better Victoria For All by giving people a platform to express their everyday realities. 

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Impact

The stories collected provide RACV with meaningful qualitative and quantitative insights that support more relevant product design, targeted engagement strategies, and a deeper understanding of the communities they serve.

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INDUSTRY PARTNER

Royal Automobile Club of Victoria

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LOCATION

Melbourne, Australia

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ROLE 

Research / Analysis

Service Design

Architecture

UX / UI

Interactions

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YEAR

2017

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TEAM

2