Implementing A Human-Centered Approach to Service Design with Generative AI
Empathy has always been a main principle of impactful service design. As we navigate the age of generative AI (GenAI), this principle still very much holds. GenAI, however, can act as a powerful assistant in the research, ideation, and design processes.
Written by Tim Schuurman
How can AI enhance, not replace, the human touch in public services?
We propose the “Sandwich Approach”, a human-centric framework that leverages GenAI to enhance, not replace, human creativity and empathy.
The Sandwich Approach: Maintaining a Human-in-the-Loop
The process consists of three key stages:
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Human Exploration:
Teams conduct traditional design research activities, such as field research, stakeholder interviews, and co-creation exercises, to gain deep empathy and generate initial insights, user archetypes, and service concepts.
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AI-Augmented Enrichment:
GenAI tools are introduced to expand upon initial human insights. Teams can experiment with different prompts or use predefined ones to delve deeper into personas, generate “what-if” scenarios, or build digital prototypes. Tools like ChatGPT and Claude are popular for text-based tasks, while Lovable aids in prototyping. Human oversight ensures that the AI-generated output aligns with the project’s goals and user needs.
- Human Evaluation and Ownership:
The team critically evaluates the AI-generated ideas, ensuring they resonate with user needs and the overall service design goals. This final stage fosters a sense of ownership and ensures that the human touch and empathy remain central to the final service design.
Figure 1. The ‘Sandwich Approach’. A human-centric framework that leverages GenAI to enhance human creativity and empathy.
The Importance of Human-Centricity
The integration of AI into service design should never diminish human empathy. The “human first and human last” approach ensures that AI is a tool that supports the design process, not the other way around. While tools like ChatGPT and Claude are currently popular, the AI landscape is constantly evolving, necessitating continuous exploration of new tools and AI’s potential roles within the service design process.
In conclusion, GenAI can be a valuable asset in service design, enhancing our ability to create empathetic and impactful services, as long as human empathy and judgment remain at the forefront of the process.
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