Cognitive biases in conceptual design: The role of AI and individuals

Full Description

Project Overview:

This PhD project investigates how human decision-making and cognitive biases influence the earliest stages of engineering design—when ideas are first formed, and critical decisions shape the future of innovation. You will explore how professionals interpret user needs and convert them into design requirements, and how cognitive biases can distort this process.

The goal is to inform the development of next-generation, AI-powered design tools that are aware of and responsive to human biases—tools that actively support creativity, inclusivity, and environmental sustainability in conceptual design.

Research aims and objectives:

The research will deliver new theoretical and practical insights into human-AI interaction and decision-making in design. Key objectives include:

• Mapping cognitive biases that affect the early stages of the design process, especially in formulating design briefs and translating stakeholder needs into concrete requirements.

• Evaluating interactions with large language models (LLMs) to understand whether they mitigate, introduce, or amplify these biases.

• Investigating framing effects, exploring how the presentation of needs impacts requirement definitions and downstream design decisions.

• Analysing the role of user background, assessing how cultural and educational differences influence the interpretation and manifestation of cognitive biases in design.

Methodology:

The project will adopt a mixed-methods approach, combining theoretical inquiry with empirical research. Methods will include:

• Systematic literature reviews to establish the state-of-the-art in cognitive bias and design decision-making.

• Experiments using LLMs and AI tools to explore human-AI collaboration.

• Surveys and interviews with design professionals to gather qualitative and quantitative data.

• Biometric measurements (e.g. eye-tracking) to capture real-time decision behaviour.

Case studies will focus on environmental sustainability challenges, providing real-world contexts to assess how different biases and technologies influence design processes and outcomes.

International relevance and Impact:

This PhD studentship is part of a strategic international collaboration between the University of Strathclyde (UK) and Politecnico di Milano (Italy). A parallel PhD project will be conducted at Politecnico di Milano, with shared objectives and complementary research streams. You will have the opportunity to collaborate closely with the international team, co-develop methodologies, and co-author high-impact outputs.

This project also builds on emerging collaborations with the University of California, Berkeley (US), further enhancing its global visibility and relevance. Together, these institutions aim to lead the development of human-centric AI tools that can transform the future of design.