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Dr Huiwen Zhao

  • Lecturer in Games Design
  • Poole House P208, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Journal Articles



  • Zhao, H., McLoughlin, L., Adzhiev, V. and Pasko, A., 2018. "Why do we buy mass customised products?"-consumer's perspective of success factors for online mass customisation. In: 8th International Conference on Mass Customization and Personalization – Community of Europe (MCP - CE 2018) 19-21 September 2018 Novi Sad, Serbia.
  • Zhao, H., McLoughlin, L., Adzhiev, V. and Pasko, A., 2018. An Evaluation Model For Web-based 3D Mass Customization Toolkit Design. In: 2017 World Mass Customization and Personalization Conference 20-21 November 2017 Aachen, Germany.
  • Zhao, H., 2013. Emotion in Interactive Storytelling. In: the 8th International Conference on the Foundations of Digital Games 14-17 May 2013 Crete, Grace.
  • You, L.H., Zhao, H.W., Chaudhry, E., You, X.Y. and Zhang, J.J., 2009. Surface modeling with boundary constraints and partial differential equations. Proceedings - 2009 11th IEEE International Conference on Computer-Aided Design and Computer Graphics, CAD/Graphics 2009, 306-311.


  • Zhao, H., 2019. Digital Storytelling: A creator’s guide to interactive entertainment. Higher Education Press. Accepted.


  • Consumer Experience Design Model for Mass Customisation (EU Horizon 2020 Marie Sklodowska-Curie Actions Individual Fellowships, 21 Sep 2015). In Progress
  • Visual-Audial Research on Narrative under circumstance of media convergence (National Social Science Foundation, P.R.China, 02 Jun 2014). Completed
  • Translation of the book Digital Storytelling: A creator's guide to interactive entertainment (Ministry of Education of the P.R.China and Ministry of Culture of the P.R.China, 03 Mar 2014). Completed
  • Interactive Storytelling in the New Media Era (Communication University of China, 01 Apr 2013). Completed
  • User Experience and Interaction Design Research (Ministry of Education of the P.R. China and Ministry of Culture of the P.R.China, 01 Sep 2010). Completed
  • Making Interactive Video Using Existing Materials (The Centre for Excellence in Media Practice, Bournemouth University, 01 Jun 2010). Completed
  • Emotion-driven Interactive Storytelling (China Scholarship Council, 20 Oct 2008). Completed


  • PhD in Emotion-driven Interactive Storytelling (China Scholarship Council, 2012)