Faculty of Arts, Humanities and Cultures

School of Design


Experience Design

Experience Design is concerned with designing products, processes, services and environments with a focus placed on the quality of the user experience.

This is a naturally multi-disciplinary activity that encompasses many other traditional academic disciplines including perceptual psychology, cognitive science, architecture and environmental design, product design, interaction design, service design, and design thinking.



The Experience Design research group includes academics from various disciplines who work together with industrial partners to deliver design solutions that are both culturally relevant and impactful. The activities that we undertake include both understanding and designing user experiences. In order to measure user experience the School has invested heavily in eye‐tracking, EEG (electroencephalography), and rapid‐capture camera systems that are being used to understand how users interact with the world and how consumers make purchase decisions.

neural pathways

One of the important research questions that the group is seeking to address is the extent to which neuromarketing – a field of marketing research that studies consumers’ sensorimotor, cognitive and effective responses to marketing – can supplement (and even replace) traditional marketing tools such as focus groups and interviews.

The use of colour in product design, web design, lighting design and packaging is a topic that is attracting considerable interest and researchers in this area collaborate with the Colour and Imaging research group to tackle difficult problems.

The School has recently installed a new lighting laboratory, which has the capability to illuminate an environment with spectrally designed lighting; this can be used to explore the effect ofcolour and light on sleep, emotion, user response and wellbeing.


The group is led by Professor Stephen Westland and includes:

Dr Christine Atha, Dr Kishore Budha, Dr Bruce Carnie, Dr Vien Cheung, Dr Phil Henry, Dr Dian Li, Dr Maria Lonsdale, Dr Jamie Marsden, Dr Qianqian Pan, Dr Pammi Sinha, Dr Catherine Stones and Dr Kaida Xiao.








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