Publicação
Generative AI's Influence on Design Thinking: Enhancing Empathy through Extreme Users and Parallel Universes
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Victorino, Guilherme Hidalgo Barata Martins | |
| dc.contributor.author | Catalán, Paula Colomba Munoz | |
| dc.date.accessioned | 2024-11-13T12:43:01Z | |
| dc.date.available | 2024-11-13T12:43:01Z | |
| dc.date.issued | 2024-10-30 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203794737 | |
| dc.identifier.uri | http://hdl.handle.net/10362/175106 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Design Thinking | pt_PT |
| dc.subject | Empathize | pt_PT |
| dc.subject | Generative AI | pt_PT |
| dc.subject | Innovation | pt_PT |
| dc.subject | Problem-solving | pt_PT |
| dc.subject | Creativity | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.title | Generative AI's Influence on Design Thinking: Enhancing Empathy through Extreme Users and Parallel Universes | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |