Our Team

Dr. Hosam Al-Samarraie, Associate Professor in Digital Innovation Design, specialises in human-computer interaction, digital education, and machine learning. His teaching focuses on applying digital communication systems in practical contexts, with expertise in interactive systems design and user experience. As programme leader for the MA Digital Design Futures and Manager of the XLAB, Dr. Al-Samarraie is committed to advancing digital innovation in education.

Dr. Al-Samarraie's research focuses on user modelling and adaptive interaction, with an emphasis on customising digital interfaces to individual needs. He has led numerous healthcare projects, analysing interface design's cultural dimensions using techniques such as EEG and eye-tracking. He is the academic lead for the XR research group with a focus on leveraging immersive technologies to address real-world challenges. With over 100 peer-reviewed publications, Dr. Al-Samarraie's contributions to the field have been globally recognised, including his inclusion in Stanford University's list of the "World's Top 2% Scientists". Recognised with the Market Research Society's Silver Medal Award, he serves as Program Chair and advisor on international collaborations as well as serving as the Editor for the HCI section of PLOS ONE journal.

Dr Hye-Won Lim, a Lecturer in Fashion Design Innovation at the University of Leeds, has expertise in digital garment production, garment technology, pattern cutting, and garment construction using traditional and cutting-edge digital methods. She leads the design curriculum for the International Foundation Year and serves as Deputy Programme Leader for Fashion Design. Dr Lim’s academic leadership and supervision of MA and PhD research focus on experimental fashion and innovative approaches to design, equipping the next generation of designers with advanced skills and industry insights.

Dr Lim’s research is rooted in the intersection of digital transformation and sustainable garment manufacturing, with a PhD centred on comparative body sizing between the UK and Korea. Her expertise extends into interdisciplinary collaborations, investigating how emerging technologies can revolutionise fashion design processes. She contributes as a board member and reviewer for several prestigious international societies, positioning her as a key voice in the ongoing dialogue on sustainable and technological innovation in the fashion industry.

Dr Ioana Taylor is a Research Fellow in Textile Engineering at the University of Leeds’ School of Design. With a background in textile engineering from Gheorghe Asachi University, Romania, and a PhD in technical textiles for sports and protective clothing, she brings a wealth of expertise to her work. Dr Taylor has over a decade of experience teaching textile technology and design, and her research interests focus on sustainable fashion, circularity, and material innovation. Her work includes collaborations on large-scale fibre extrusion and nonwoven manufacturing processes.

As part of the Future Fashion Factory and Innovate UK projects, Dr Taylor’s current research explores the development of sustainable materials and processes. She has also contributed to vital research in microplastic pollution, helping establish industry standards to mitigate microfibre shedding. At PACE, she teaches Nonwovens Fundamentals, contributing to professional education through courses on textile manufacturing and fabric characterisation, ensuring students and industry professionals alike are equipped with the latest advancements in sustainable textile practices.

Dr. Kaida Xiao is an associate professor of colour and imaging science at the University of Leeds. He is known for his work in colour appearance modelling. With a PhD from the University of Derby, Dr. Xiao has contributed to both academic research and practical applications in this field. His specialisation includes 3D colour image reproduction, 3D printing of facial prostheses, and advanced medical image analysis. At the University of Leeds, Dr. Xiao enhances industry-focused learning and leads the Colour Technology Research Group.

Dr. Xiao’s interdisciplinary approach and industry collaborations support his research. His involvement in developing international standards for the CIE (International Commission on Illumination) and the ICC (International Colour Consortium) reflects his commitment to global excellence in colour science. As the Director of CIE Division 1 and the national representative for Great Britain to CIE Division 8, Dr. Xiao drives strategic curriculum development, aligning academic research with industry needs. His collaborations with the cosmetic and graphic art industry and various universities further illustrate his ability to integrate research with practical solutions.

Professor Maria Lonsdale is a distinguished Information and Communication Design Professor and the Head of the School of Design at the University of Leeds. She has around 30 years of experience as a practitioner, researcher and educator. She earned her PhD from the Department of Typography and Graphic Communication at the University of Reading in 2006. Joining the School of Design at the University of Leeds in 2015 as a lecturer and subsequently as Head of School, Professor Lonsdale has significantly expanded her research and demonstrated a deep commitment to high-quality education and professional practice. Her expertise spans Information Design, Communication Design, Typographic Design, and Graphic Design, utilising user-centred research methods and experimental studies to tackle real-world design challenges.

Throughout her career, Professor Lonsdale has contributed notable research to healthcare, national and global security, and education. Her practical experience is further highlighted by co-founding her own design studio early in her career. Her roles as an academic advisor for Luto and Editor of renowned journals such as Visible Language and Information Design Journal highlight her dedication to advancing design practice, research and education. Additionally, Professor Lonsdale is a Senior Fellow of the Higher Education Academy (SFHEA) and a Member of the International Society of Typographic Designers (MISTD), further highlighting her dedication to advancing design practice, research and education.

Dr. Mark Taylor specialises in sports and protective clothing with a focus on sustainability. He completed a PhD focusing on impact-absorbing mechanisms in climbing helmets and has since worked on various projects related to comfort in extreme environments and fall protection. His research interests include protective clothing systems, waterproof zip fasteners, sports protectors, outdoor footwear comfort, and firefighter clothing systems. Dr. Taylor is also involved in biomimetic textiles, such as developing super-adhesive materials inspired by gecko feet and creating miniature data-logging sensors for measuring microclimates in footwear. His teaching includes core and optional modules in the BA in Fashion Technology and master's level supervision.

Dr. Taylor's research addresses sustainability in textiles, focusing on microfibre release during laundry and developing recyclable, waterproof, breathable membranes. He has been investigating chemicals used for water repellence in waterproof clothing since 2016 and is a member of the Microfibre Consortium. Collaborations with industry leaders like Inditex and the European Outdoor Group ensure that his research addresses practical needs. Dr. Taylor’s contributions include the Innovative Smart Grant and the Best Research Article of 2021 award from the Journal of the Textile Institute. His work integrates academic research with practical expertise, promoting innovation and sustainability in protective and sustainable textiles.

Dr. Matthew Baxter is a Research Fellow at the University of Leeds with expertise in information design, communication design, and graphic design. His BSc in Zoology established a foundation of scientific methods, later expanded into creative practice through an MA in graphic and communication Design. Dr. Baxter holds a PhD in Information Design from the University of Leeds and integrates theoretical knowledge with practical design applications.

Dr. Baxter’s research focuses on improving the communication of health-related information through innovative graphics and information design approaches. His work includes enhancing public health infographics and instructional materials, as well as enhancing patient outcomes through surgery preparation materials and medication guidelines. He collaborates with academic and industry partners on projects such as the NHIR-funded Recover Together initiative, aimed at improving recovery after bowel cancer surgery, as well as Leeds based company Luto to optimise Information For Use medication leaflets. His work demonstrates his dedication to integrating design theory with practical solutions to improve public health and patient outcomes, within healthcare and beyond.

Dr Matthew Lickiss is an Associate Professor in Graphic and Communication Design at the University of Leeds, specialising in typography, information design, and user experience (UX) design. He holds a PhD, MA, and BA in Typography and Graphic Communication from the University of Reading. Dr Lickiss has held lectureships at Brunel University London and the University of Reading, bringing extensive experience in making complex information more accessible through design.

Dr Lickiss’s research is distinguished by its focus on data communication and multimodal linguistics, particularly in decision-making under risk and environmental design contexts. His projects emphasise the strategic role of visual communication in shaping impactful, user-centred experiences and decision-making. Dr Lickiss has also contributed to many respected publications, such as the International Journal of Management and Applied Research and Geoscience Communication, in addition to publishing a book with Routledge.

Dr. Muriel Rigout integrates chemistry with textile technology at PACE. She holds a first-class honour’s degree in Chemistry from the University of Kent and a PhD in Colour Science and Textile Chemistry from the University of Leeds. Dr Rigout’s career includes work in textile colouration and finishing, covering high-temperature dyeing, inkjet printing, and developing haptic surface effects and electroluminescent nano-silica materials. Her experience includes a visiting scholarship at Heilongjiang University in China and research with Pharma Ink Ltd. on anti-counterfeiting security inks. Her subsequent academic roles include a lectureship at the University of Manchester and an Associate Professorship at the University of Leeds.

Dr. Rigout’s research explores innovative technologies and sustainable practices in textile processing. She focuses on digital print technology, integrating novel visual and multi-sensory effects into textiles while enhancing functional properties. Her research and industry collaborations contribute to curriculum development, ensuring students benefit from recent advancements. Dr. Rigout’s participation in the Society of Dyers and Colourists and her role as a reviewer for international journals demonstrate her commitment to advancing the field and maintaining high academic standards.

Dr. Pinar Yelmi brings significant international design experience to PACE, joining the University of Leeds in 2022. She teaches in the fully online MA Digital Design and Communication program, focusing on design thinking. With over a decade of collaboration with cultural institutions worldwide, Dr. Yelmi's expertise includes industrial product design and visual communication, particularly in interactive and participatory design experiences. Her courses integrate current digital and interactive design trends, encouraging creativity and innovation through hands-on projects and interactive workshops. Dr. Yelmi holds a bachelor's degree in industrial design from Middle East Technical University (Ankara, Türkiye), a master's degree in visual communication design from Politecnico di Milano (Milano, Italy), and a PhD in Design, Technology, and Society from Koç University (Istanbul, Türkiye). Before joining Leeds, she taught at Işık University (Istanbul, Türkiye) and managed undergraduate and graduate programmes.

Dr. Yelmi's research explores the intersection of technology, culture, and design. Her interests include interaction, human-centred, and participatory design, with projects focusing on interactive experiences, storytelling, and data visualisation. Additionally, she investigates cultural heritage, museums, soundscapes, and sensory studies, incorporating a multidisciplinary approach. Dr. Yelmi's focus on design thinking and industry collaboration enhances the learning experience, promoting creative and innovative methods in digital design.

Dr. Qais Ahmad is a Lecturer in Advertising and Branding Strategy at the University of Leeds, with over 12 years of experience in branding, communication design, and advertising. His role integrates theoretical concepts with practical insights, focusing on design for behaviour change. Dr. Ahmad’s professional background supports his teaching, helping students develop skills in branding and strategic communication. His approach connects theory with real-world applications through case studies, interactive discussions, and hands-on projects.

Dr. Ahmad’s research explores sustainable behaviour design and dynamic social norms to encourage environmental consciousness. His projects include investigating the effects of humanised animated objects on healthy eating and waste management. His work aims to bridge academic theory with practical application, impacting both the field of advertising and branding and curriculum development within the MA Advertising and Design program.

Dr Qingxin Peng, a Lecturer in Fashion Marketing and Creative Communication, brings her extensive academic and practical background, teaching Creative Advertising and Brand Design. Her expertise centres on developing innovative, visual communication methods for fashion brands, emphasising digital visual merchandising design and event/ experience design. Dr Peng’s teaching focuses on both brand appreciation and consumer engagement.

Dr Peng’s industry-informed research investigates design's role in communicating brand culture across physical and digital spaces. Her work, founded on visual merchandising and behavioural insights, explores consumer responses to various design contexts, aiming to enhance brand identity and influence purchasing decisions. Through her work, she has developed frameworks for digital merchandising practices, especially for fashion and textile innovations, that combine design methodology, information management, and psychological insight to enhance brand presence and consumer connection on a global scale.

Dr. Rafiq Elmansy has extensive experience in graphic design and digital communication, with over 20 years in the industry and nearly a decade in academia. He has contributed to developing design programmes at The American University in Cairo, Northumbria University, and Wrexham Glyndwr University, covering areas such as Graphic Design, Design Management, and Luxury Brand Management. Dr. Elmansy holds a PhD in Design from Northumbria University, focusing on the role of design thinking in improving patient adherence to self-administered treatment health technology, and an MA in Design Management with Distinction from Staffordshire University. His teaching encompasses graphic design, digital design, UX/UI design, design management, and branding, with a philosophy rooted in reflective practice and research-led strategies. Dr. Elmansy is also the founder of Designorate.com, which offers resources on design thinking tools for innovation.

Dr. Elmansy’s research focuses on design for health, including improving patient adherence to self-administered health technology and evidence-based design. His work includes the Adherence Canvas, a tool designed to measure adherence during product development. Collaborations with organisations such as the NHS, BCUHB (NHS North Wales), NIHR, AHSN, and CPI have been instrumental in advancing his research. Dr. Elmansy has worked closely with Adobe as an Adobe Educational Leader to enhance creative education through technology. His contributions are recognised through publications and presentations at international conferences, and he has served on jury boards for design competitions like the A' Design Award, Poster for Tomorrow, and Adobe Design Achievement Award (ADAA).

Dr. Rubab Ashiq is a Lecturer in Fashion Marketing at the University of Leeds, bringing extensive academic and industry expertise. Her understanding of consumer behaviour, digital marketing strategies, and the fashion industry provides a solid foundation for her teaching and research. Dr. Ashiq holds a PhD in Fashion Marketing from De Montfort University and has practical experience working with a major textile mill in Pakistan and a renowned designer label. This combination of theoretical knowledge and industry insight enables her to effectively connect academic concepts with real-world applications.

Dr. Ashiq’s research focuses on fashion marketing and digital technologies, including social commerce and fashion e-commerce. Her PhD research explored the impact of social commerce in developing countries, particularly for fashion SMEs. She uses a range of research methodologies, including mixed-methods and qualitative approaches. Recent projects include studying consumer acceptance of social commerce and developing frameworks for fashion SMEs. Her work involves collaborations with academic and industry partners, reflecting her commitment to advancing fashion marketing and exploring emerging trends and technologies.