Importance of Different AI-Generated Journey Map Modules from Industrial Design Students’ Perspectives

Generative Artificial Intelligence (GAI) plays a prominent role in assisting designers in creating Journey Maps (JMs) based on design thinking. Today, JMs is used to analyze user behavior and emotions in various patterns and establish a structured framework with reduced subjectivity through the integration of GAI. As user-friendly tools continue to gain traction and are investigated for the significance of journey map contents. However, it is important to develop future applications in education from students' perspective. Using the Analytic Hierarchy Process (AHP), we assessed the importance of different elements of JMs. As a result, student preferences based on their educational experiences were determined. Modules were assessed for advantages and disadvantages or the opportunities and threats associated with the journey user’s behaviors. Despite limitations such as sample size and regional focus, the study result underscored the potential of AI in design education to enhance the creation and evaluation of JMs. Consequently, it advocated for the integration of AI tools into design curricula to enhance design quality and efficiency.