Challenge Overview

Part of a broader exploration into The Future of Mobility, this workshop challenged students to develop a digital ecosystem that reimagines the driver-vehicle relationship. Specifically, the team explored how Piaggio could increase its reliability and utility for busy commuters who rely on their scooters to navigate city traffic efficiently.

Impact

Students gained expertise in researching and designing a solution to a real-world challenge, moving beyond aesthetics to design a system that is not only helpful to the users but also builds a bond of care and responsibility between the user and the Piaggio brand and integrating a structured ecosystem of touchpoints meaningfully orchestrated to meet the needs of the urban commuter.

The project also provided Piaggio with a blueprint to move from a reactive service model to a proactive ownership bond. By using predictive data, the brand can intervene before a failure occurs, transforming from a “mechanic of last resort” into a trusted digital partner.

Challenge Overview

This year students were asked to reinvent the in-car navigation experience within 2 weeks. Six groups of students worked together to design a clear, reliable in-car navigation experience distributed across multiple screens, helping the driver quickly understand essential information and trust the map.

Impact

For students, the workshop simulated the high-pressure environment of the automotive industry, moving them beyond the “perfect” conditions of a textbook into the reality of professional practice which is often fast-paced and result-oriented. They had a chance to test theoretical frameworks on real-world challenges, but the goal was not to design just a prototype but one that could meet user needs. Mid-sprint check in with TomTom gave students an opportunity to seek feedback and pivot based on client’s comments. Final presentation day with the company was similar to a “live audition” where they could showcase their soft skills, problem-solving style, and cultural fit to potential employers.

For TomTom, in addition to a more enhanced brand awareness, the 2-week workshop gave a low-stakes R&D with unbiased user insights and a rapid prototyping at scale. The company got 6 different directions in just 2 weeks with high-fidelity prototypes, some of which might be suitable for further development. Last but not least, as the sponsor of the workshop, TomTom had access to the talent pool and got to see potential future hires in action.

“The workshop was a breath of fresh air for our R&D team. The students’ ability to tackle complex logistical challenges with modern, data-driven solutions was truly impressive. We weren’t just looking at theoretical exercises; we saw viable prototypes and ‘out-of-the-box’ thinking that challenged our internal perspectives on the future of mobility. These students represent the high calibre of talent the automotive industry needs right now.”

— Head of Product Design at TomTom