Challenge:

Microsoft needed to understand how Gen Z experiences life and learning journeys in context: the decisions, emotional pivots, tools, and support needs that shape how they expect AI to help. A standard survey would show preferences; it would not reveal the day-to-day turning points behind them.

Approach:

IC built a multi-modal, longitudinal research experience. Youth mapped their journeys visually, responded to creative prompts, documented 2.5 weeks of daily moments through shared voice/text/photo updates, joined group sense-making, and completed AI-assisted interviews. IC captured not only what tools they used, but when, why, and where support broke down.

Solution:

The work produced journey archetypes, chapter models, and AI design implications for product teams. The findings have been presented to Microsoft AI development teams, used as a research basis, and picked up for presentations across additional Microsoft departments.