Christopher Tarchala is a UX Strategist in the Strategy & Solutions Division of Honda R&D Americas, Inc. He works on new business strategy for the North American region, with a focus on digital development. Christopher holds a Bachelor of Science in Industrial Design, with specialty in Automotive and UX Design. Christopher believes that the responsibility of Honda is to create value for people by bringing joy through our products and services. His hope forHonda is that the company is able to successfully evolve their current business model, create new value for people, and significantly reduce their carbon footprint (sooner rather than later). When it comes to researching and creating for users, Christopher believes the best value creation comes from looking at opportunities in people’s lives at the intersection of their Generational Values and Life-Stage Behaviors(i.e. Gen X Empty Nesters, Millennial Families, Gen Z Young Adults).