I worked on the SONYxGSB Create Together Competition, which challenged students to develop a Gen Z–focused UX engagement proposal for SONY. My teammate and I were one of only two undergraduate teams to make it to the final round alongside graduate students. We began with user research to understand how Gen Z fits audio technology into their everyday lives, then developed a concept aligned with SONY’s product direction. While specific details remain confidential, the idea integrated smart audio features into everyday routines to support productivity and lifestyle needs. We presented our work directly to SONY executives and product managers in Japan, and our concept was selected as the winning entry and chosen for further research by SONY.