Artificial Intelligence in Strategic Design


Paula Vega

Client Success Director EMEA

Service design is the discipline focused on creating the best possible experiences for customers, regardless of whether they are in a digital or physical environment. This process of seeking innovative solutions goes beyond the product and aims to transform each interaction with a service into something magical and distinctive for the customer.

Integration of Artificial Intelligence in Design

In the past year, artificial intelligence (AI) has assumed a fundamental role in our lives. Propelland, as a strategy, design, and engineering firm, has leveraged AI in projects with clients using tools like the well-renowned ChatGPT, which enables natural conversations. In financial institutions, for example, they have been adopting AI-powered chatbots to revolutionize customer service, while also empowering these institutions to automate mundane tasks, leading to significant cost savings.

Other examples include DALL·E 2, Midjourney, Canva, Adobe Firefly – all artificial intelligence tools that generate realistic images from text descriptions – or tools to convert text into video like Pictory or Invidio. These tools have become valuable allies for our team of designers at Propelland, boosting our fast-prototyping and validation processes, making them more efficient, and providing new sources of inspiration. A notable instance of this collaboration is our recent project in partnership with Nokia Bell Labs, where our designers utilized AI to create a prototype of a real-time data collection device to measure pollution in oceans.

Using artificial intelligence for design

AI Tools for Research

Artificial Intelligence has also proven to be a valuable technology for research. For instance, tools like ChatGPT, Bard, and other conversational AIs have assisted our strategists in researching trends, collecting data about the challenges to be solved, and most importantly, gaining the ability to quickly access different types of sources.
During this process, it is essential to understand the tool’s behavior and the currentness of the data through news and other sources. In the user research phase, our team at Propelland relied on these tools to draft guidelines, identify profile archetypes, or plan fieldwork.

Inspiration and Prototyping with AI

For ideation and conceptualization, Propelland has been harnessing artificial intelligence as a source of inspiration and definition, enabling us to arrive at solutions more quickly and effectively than ever before. Prototyping, a cornerstone of our approach, has become more agile with concepts visualized in a week (or less), thanks to support from tools like DALL·E 2, Canva, or Midjourney. By combining these tools with other design tools, both digital and analog, we have been able to test and iterate rapidly and tangibly for potential users.

People working together

Human Value in the Creation Process

Designing means solving problems for other people, and people behave diversely in unexpected contexts, such as when interacting with innovative solutions. Most Artificial Intelligence tools are based on historical data, so we cannot guarantee how people will behave and what motivations they will have when interacting with the services we design. Empathy towards the people we address is an essential part of design, which is why designers need to observe future users or actors involved in the service, talk to them, and delve into understanding their behavior, motivations, and frustrations when interacting with the service.

The creative process introduces co-creation dynamics, where different individuals (profiles, clients, or stakeholders) with diverse experiences conceptualize solutions collaboratively. The essence of these co-creative processes lies in the diversity of viewpoints and personal experiences, such as visiting an exhibition in a museum, taking a trip, or observing our children play; these are situations that can trigger great ideas. That human experience is essential and necessary and, for now, not replaceable by any intelligence other than human.

Therefore, despite artificial intelligence becoming a great ally in efficiency and inspiration in the design process, it’s crucial not to forget that the human factor is fundamental, and we must trust our own minds, which are filled with nuances and experiences that AI cannot replace. By integrating artificial intelligence with empathy and human knowledge, we can create exceptional services that genuinely resonate with the needs and emotions of the people who will use them. The collaboration between artificial intelligence and our own experience and knowledge will allow us to design a future where improving people’s lives and the planet is our top priority.

How can we help?

As global strategy, design, and engineering experts, propelland invites forward-thinking executives to collaborate with our team on harnessing the full potential of AI for their organizations. By blending cutting-edge AI technologies with human-centered design principles, we offer tailored solutions that elevate your company’s transformation journey and drive sustainable growth.

Ready to unlock the transformative power of AI for your organization? Contact us today for a personalized consultation, and let our team of experts guide you towards creating exceptional experiences and achieving remarkable growth.