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Human-Led & AI-Augmented: Reimagining Design for a World Shaped by AI

AI can generate data, interviews, and insights at scale, but what should remain human? In this hands-on workshop, participants will explore the future of research and service design, balancing speed, trust, evidence, and human judgment. Leave with practical tools, new perspectives, and principles for a human-led, AI-augmented practice.

Field

Forces

Format

Workshop

Day

Friday, Oct 16

Room

Aula L

Time

15:00 PM

How should Design Research and Service Design practices evolve to create better decisions, not just faster answers?

Artificial Intelligence is transforming research faster than our methods, roles, and organizations can adapt. Today, AI can generate interviews, simulate users, analyze large volumes of data, and generate compelling insights. As these capabilities continue to evolve, a bigger question emerges:

In this hands-on workshop, frog invites researchers, service designers, practitioners, and anyone interested in innovation to explore the future of the discipline and the role we want to play in shaping it. Working in teams, participants will examine how AI and human insight can work together, how trust and evidence may need to evolve, and which human capabilities must be preserved as AI becomes part of everyday decision-making.

Participants will leave with practical frameworks, new perspectives, and a clearer vision of what a human-led, AI-augmented research and design practice could look like.

Why is this conversation important now?

AI is rapidly transforming research practices, but the discipline lacks shared frameworks for balancing speed, scale, trust, evidence, ethics, and human value.

Who is this session for?

Service designers, researchers, innovation practitioners, business leaders, forward-thinking organizations and professionals from any industry interested in exploring how AI is reshaping research, service design, and decision-making.

Key takeaways

  • Participants will leave with a hybrid research framework
  • Practical decision-making tools
  • A risk and responsibility checklist
  • A clearer understanding of when, where, and how AI can responsibly add value to research and service design

Gema is a Design Director at frog, where she leads the Research and Service Design practice helping organisations design better products, services and experiences. With over 20 years of experience across industries including financial services, healthcare, mobility, retail and the public sector, she specialises in translating research into strategic decisions and innovation opportunities. She has led projects for organisations including BBVA, Mapfre, IKEA, Orange and Acciona, and is also a lecturer at Universidad Politécnica de Madrid.

Patricia is a Design Lead at frog with over +12 years of experience helping organizations navigate complexity and drive transformation through design, strategy, and innovation. Across diverse industries, she has led programs that connect research, business strategy, and service innovation for organizations including GSK, Roche, Merck, Gilead, Volkswagen Group, Ferrer Internacional, Grupo LAR, etc… Originally trained as an architect, she brings a systems-thinking approach, combining global perspective.

Yolanda is a Lead Strategic Designer passionate about transforming complex challenges into innovative products, services and experiences that make a difference. With over 30 years of experience across design and innovation, grounded in an arts background, she blends creativity, research and strategy to uncover human needs, unlock new opportunities and co-create meaningful solutions. As part of frog’s Org Design practice, she partners with organizations across diverse sectors to reimagine businesses, drive innovation and build more human-centered experiences. She also empowers teams to unlock their creative potential, embrace new ways of working and build the capabilities to navigate change and thrive in an era of human–AI collaboration.

Service Design Disrupted 26

 

DHub Barcelona
Plaça de les Glòries Catalanes, 38
08018 Barcelona, Spain

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