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Generative AI's Influence on Design Thinking: Enhancing Empathy through Extreme Users and Parallel Universes
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| 2.69 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
This research explores integrating Generative AI into the inspiration phase of the Design
Thinking process to enhance creativity and problem-solving. The argument is that new
technologies should not be seen as a threat to human capabilities when working on innovation
or finding solutions for decision-making but instead viewed as a cohesive tool with which we
can improve the insights generated on the first and most crucial phase of the design thinking
process, empathize. This investigation explores how AI was incorporated and analyzed with
human-centered methodologies and approaches throughout design thinking procedures like
extreme users and parallel universes to better perceive experiments' effectiveness. Master
thesis students were challenged to improve their master thesis journey through the
mentioned design thinking methodologies. Their understanding and results were compared
to those given by a Generative AI model called ChatGPT 4, which was also tested in the same
evaluations. A panel of experts qualified the proposed new practices and surprisingly
generated divergent outcomes through quantitative and qualitative methods. In the Extreme
Users methodology, Human results predominantly won, with 62.5% of the insights originating
from people vs. 37.5% from ChatGPT 4. In contrast, in the Parallel Universe experiment, two
of the three conclusions that were selected by a panel of experts were constructed by
Generative AI. At the same time, only one was created by humans. Combining the two
approaches leverages creativity and problem-solving by giving new insights that can be
complemented or matched with human perceptions, making the process more empathetic for
users and efficient for designers, creators, engineers, or any Design Thinking enthusiast.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Design Thinking Empathize Generative AI Innovation Problem-solving Creativity SDG 9 - Industry, innovation and infrastructure