Dr Kyungjoo Cha is a Principal Academic in Product Design (User Experience Design) in the Department of Design & Engineering at Bournemouth University.

She joined at BU in 2019, and previously worked as a design researcher specialised in human-centred user experience design in both academia and commercial sector. She performed several funded research projects that focused on user experience design for automobiles sponsored by Jaguar Land Rover at Brunel University London. She is currently working on design research for an autonomous vehicle design partnered with Hyundai and Kia Motors. Previously, she worked as a Consultant in the advertising campaign division of Cheil Worldwide, a Samsung company, which is the Headquarters of the biggest marketing communication agency in South Korea since 2005. She developed brand campaigns and creative media strategies to bring brands and products to be successful in the market, for various clients such as Samsung Life Insurance, Asics Sports and CJ.

She has been proactively investigating in emotional user experience through developing Affective Design Scenarios and speculative approach in automotive contexts to develop future automotive products and services.


Dr Cha's current research projects include:

- User experience design in Autonomous Vehicles (AVs)

- User experience design in Metaverse

- Gen Z's digital entertaining experience

- Multimodal experience in Autonomous Vehicles

Please contact KJ for a discussion regarding any prospective PhD projects, research collaboration or media contributions that you are interested in.



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