Context

 

As times and people change, businesses are required to update their products to suit the new pool. Victoria has become an educational core with 1.89% annual population change, representing multiculturalism and diversity through its immigrants. With continuously changing users, only the user group remains to be constant. What could be the best way to understand the needs and realities of the millennials of Victoria?

 

Cube-It is a data collecting strategy in the form of an interactive pop-up, designed for Royal Automobile Club Victoria, Australia, to revolutionize their business to an updated market.

 

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Insights

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From the demographic study, the age group remained a constant amongst the changing annual population – millennials. From the behavioral and cultural study conducted through questionnaires, surveys, and interviews, it was found that potential customers visiting the pop-up will be multicultural, diverse, and spoke multiple languages. Not everyone spoke English, which made the design to be culturally inclusive. After analyzing qualitative and quantitative data, key findings of what attracts this user group were – technology, interaction, innovation, knowledge, IoT, QR Code, culture, and engagement. Conceptually the pop-up revolves around the company's motto of creating 'A Better Victoria For All' while using story-telling and interaction as strategies for engagement, marketing, and branding.

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Abstract

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​Story-telling is an art. What are the best stories other than stories of you, your family, peers, fellow citizens, and your everyday life experiences? Who does not gossip knowingly or unknowingly in this world? Will you or I be any different? Thus everybody is locked inside a bounded cube locking their inner feelings in a package.

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'Cube-It' aims at creating a better Victoria by collecting and communicating the stories of Victorians.​ 'Cube-It' is a museum of stories, of you and me, in your language and mine, concerns raised and happiness shared. It lets you listen, speak up, and share. Cubit brings out the truth from people, their emotions, and their inner cube, of us, of our everyday experiences about multiculturalism, ultimately working towards a goal of making Victoria a better place for all.

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From the library of data collected, RACV can come up with products, that will best suit the market to solve real-time issues of Victorians.