Understanding the interaction of the product with the user is critical to design, this areas examines how to:

  • Quantify user experience (interaction and emotional) through AI tools to predict, generate  user experience, for example approaches to generated archetypes (people represented larger groups) for assessment of comfort of products which can be used at concept development phase.
  • Generate user experience, this research is focusing upon embedding user experience into rules that can be used in AI tools to predict for example the emotional response of a user, and for the next generation of design tools to create designs.
  • Understand user experience to design for behavior change for example to encourage sustainability, new approaches for user engagement.