Exploring the Impact of Generative Artificial Intelligence on the Design Process: Opportunities, Challenges, and Insights
Authors: Lai Yu-ren , Chen Hsi-Jen , Yang Chia-han 
Published: October 2023

Generative artificial intelligence (GAI) created a whirlwind in late 2022 and emerged as a transformative technology with the potential to revolutionize various industries, including design. Its feasibility and applicability have been extensively explored and studied by scholars. Previous research has investigated the potential of AI in different domains, such as aiding data collection and analysis or serving as a source of creative inspiration. Many design practitioners have also begun utilizing GAI as a design tool, stimulating creativity, integrating data more rapidly, and facilitating iterative design processes. However, excessive reliance on GAI in design may lead to losing the uniqueness emphasized in the field and raise concerns regarding ethical implications, biased information, user acceptance, and the preservation of human-centered approaches. Therefore, this study employs the double-diamond design process model as a framework to examine the impact of GAI on the design process. The double diamond model comprises four distinct stages: discover, define, develop, and deliver, highlighting the crucial interplay between divergence, convergence, and iteration. This research focuses on GAI applications' integration, timing, and challenges within these stages.A qualitative approach is adopted in this study to comprehensively explore the potential functionalities and limitations of generative AI at each stage of the design process. Firstly, we conducted an extensive literature review of recent advancements and technological innovations in generative artificial intelligence. Subsequently, we participated in lectures and workshops and invited experts from various domains to gather insights into the functionality and impact of generative AI. Later, we interviewed design professionals experienced in utilizing generative AI in their workflow. Data triangulation and complementary methods like focus groups are employed for data analysis to ensure robustness and reliability in the findings related to the functionality of generative AI.The findings of this study demonstrate that generative AI holds significant potential for optimizing the design process. In the discovery stage, generative AI can assist designers in generating diverse ideas and concepts. During the definition stage, generative AI aids in data analysis and user research, providing valuable insights to designers, such as engaging in ideation by addressing "How might we" questions, thereby enhancing decision-making quality. In the development stage, generative AI enables designers to rapidly explore and refine design solutions. Lastly, in the delivery stage, generative AI can help generate design concept documentation and produce rendered design visuals, enhancing the efficiency of iterative processes.This study contributes to a better understanding of how generative artificial intelligence can reshape the existing framework of the design process and provides practical insights and recommendations for contemporary and future designers.