"We Are Visual Thinkers, Not Verbal Thinkers!": A Thematic Analysis of How Professional Designers Use Generative AI Image Generation Tools
Abstract
Generative artificial intelligence (GenAI) has become increasingly popular, influencing various creative domains. However, while broader societal perspectives have been analyzed, specific examinations of how practitioners utilize GenAI tools to enhance their current workflows remain limited. To address this gap, we conducted a qualitative study involving 16 professional designers from the automotive industry. We aimed to identify their challenges with existing GenAI image generation tools in daily design practices. Thematic analysis revealed four key themes: (1) the need for visual input-centric multi-modal interfaces that extend beyond textual prompts, (2) the lack of support for the iterative nature of design processes in GenAI tools, (3) difficulties in controlling prompts to achieve desired outputs, and (4) the significance of incorporating human experiences and emotions into design. Based on our findings, we propose and discuss potential design considerations for enhancing future GenAI image generation tool interfaces.
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Using thematic analysis in psychology
Braun, V., & Clarke, V. (2006) · Qualitative Research in Psychology · doi:10.1191/1478088706qp063oa · Cited by 194,414 · see citing works
Braun, V., & Clarke, V. (2012) · APA handbook of research methods in psychology, Vol 2: Research designs: Quantitative, qualitative, neuropsychological, and biological. · doi:10.1037/13620-004 · Cited by 10,299 · see citing works
Jansson, D. G., & Smith, S. M. (1991) · Design Studies · doi:10.1016/0142-694x(91)90003-f · Cited by 1,087 · see citing works
Design Guidelines for Prompt Engineering Text-to-Image Generative Models
Liu, V., & Chilton, L. B. (2022) · CHI Conference on Human Factors in Computing Systems · doi:10.1145/3491102.3501825 · Cited by 639 · cited 1× · see citing works
“Liu and Chilton [33] suggested design guidelines for effective prompt engineering after examining over 5,000 text-to-image generations, emphasizing the trial-and-error nature required to achieve coherent outputs.”
Mapping the Landscape of Creativity Support Tools in HCI
Frich, J., MacDonald Vermeulen, L., Remy, C., Biskjaer, M. M., & Dalsgaard, P. (2019) · Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems · doi:10.1145/3290605.3300619 · Cited by 410 · see citing works
TaleBrush: Sketching Stories with Generative Pretrained Language Models
Chung, J. J. Y., Kim, W., Yoo, K. M., Lee, H., Adar, E., & Chang, M. (2022) · CHI Conference on Human Factors in Computing Systems · doi:10.1145/3491102.3501819 · Cited by 206 · see citing works
Large-scale Text-to-Image Generation Models for Visual Artists’ Creative Works
Ko, H.-K., Park, G., Jeon, H., Jo, J., Kim, J., & Seo, J. (2023) · Proceedings of the 28th International Conference on Intelligent User Interfaces · doi:10.1145/3581641.3584078 · Cited by 189 · cited 2× · see citing works
“Additionally, Ko et al. [28] interviewed 28 visual artists across various art domains to explore the potential adoption of large-scale text-to-image generation models in the creative processes.”
Initial Images: Using Image Prompts to Improve Subject Representation in Multimodal AI Generated Art
Qiao, H., Liu, V., & Chilton, L. (2022) · Creativity and Cognition · doi:10.1145/3527927.3532792 · Cited by 46 · see citing works
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Beyond unstructured use: scaffolded integration of generative AI in assessment for learning
Cochrane, D., Littschwager, S., Tsang, E., & Jin, Y. (2026) · Cogent Education · doi:10.1080/2331186x.2026.2731708
- Authors
- Park, H., Eirich, J., Luckow, A., & Sedlmair, M.
- Affiliations
- University of Stuttgart (DE)
- University of Bamberg (DE)
- BMW Group, Germany and LMU Munich, Germany
- Venue
- Nordic Conference on Human-Computer Interaction
- Publisher
- ACM
- Published
- 2024-10-13
- Pages
- 1-14
- OpenAlex
- W4403004238
- Cited by
- 30
- References
- 8
- Citations by year
- 2026: 13 · 2025: 17
- FWCI
- 11.72
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- Nordic Conference on Human-Computer Interaction (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Computer Graphics and Computer-Aided Design › Digital Media and Visual Art
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Physical Sciences › Computer Science › Human-Computer Interaction › Usability and User Interface Design
- Keywords
- generative AI image generation, design professionals, automotive design, design workflow, multimodal interfaces, visual input, iterative design
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