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The meaning of design has moved beyond form and function to explore new ways of thinking. At the forefront of this, ‘Feel the Future’ brings together theory and practice in the demanding area of vehicle design by exploring new perspectives in design thinking. By understanding peoples’ perceptions, a co-creation process challenged designers to come up with conceptual projects based purely on the users’ desires. This research is expected to become a theoretical catalyst designed to generate further constructive knowledge and awareness about the relevance of engaging the user at the early stage of the design process.