Kyungjoo Cha

Dr Kyungjoo Cha

  • kcha at bournemouth dot ac dot uk
  • Senior Lecturer in Product Design User Experience Design
  • PH
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Dr Kyungjoo Cha is a senior lecturer in Product Design (User Experience Design) in the Department of Design & Engineering at Bournemouth University. She is a design researcher specialised in human-centred design with 10+ years of experience in both academia and commercial sector. She has been proactively investigating in a deep understanding of emotional experience through developing Affective Design Scenarios in automotive contexts that can be applied to test for and to develop future automotive products and services.

She started her career in 2005 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. 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 for seven years. Her continuous interest in human engagement and experience led her to explore the field of human-centred design...



Topics of research interest and potential collaborations

Area: Connected and Autonomous Vehicles (CAVs), Artificial Intelligence

- Developing strategic boundaries for CAVs: human-centred guidelines - Creating innovative solutions for CAVs - Developing affective design scenarios of AI products and services in mobility & consumer electronics sectors

Journal Articles


  • Cha, K., Giacomin, J., Lycett, M., Mccullough, F. and Rumbold, D., 2015. Identifying human desires relative to the integration of mobile devices into automobiles. In: Automotive'UI 1-3 September 2015 United Kingdom. , 142-149.


  • Cha, K., 2019. Affective scenarios in automotive design : a human-centred approach towards understanding of emotional experience. PhD Thesis. Brunel University London, Department of Design.


  • Cha, K.. Coca-Cola Enterprise (CCE) Design Competition -Winner of Top 3. Made in Brunel. Oxo Tower, Wharf, Bargehouse Street, South Bank, London, SE1 9PH.
  • Cha, K.. Coca-Cola Enterprise (CCE) Design Competition -Winner of Top 3. Made in Brunel. Oxo Tower, Wharf, Bargehouse Street, South Bank, London, SE1 9PH.

Profile of Teaching PG

  • Design Thinking (2020/21, 2021/22)
  • Master (MDes, MA) Project (2019/20, 2020/21, 2021/22)

Profile of Teaching UG

  • Design Projects and Prototypes 3 (2019/20, 2020/21, 2021/22)
  • Design Projects and Prototypes 2 (2019/20)
  • Industrial Design Projects 3 (2019/20)
  • Interaction Design (2019/20)
  • Humanistic Design Studies (2020/21)
  • Design Studies 2 (2020/21, 2021/22)
  • Design Studies 3 (2021/22)

Invited Lectures

  • Kia Motor, 20 May 2021 more
  • Hyundai/Kia Motor, South Korea, 30 Aug 2019 more


  • auZentic Project II. (Kia, 15 Jul 2021). Awarded
  • Speculative Drama: Idea and Concept Generation Process through Speculative Design Approach (Bournemouth University QR funds, 01 May 2021). In Progress
  • auZentic Project (KIA Motors, 02 Mar 2020). Completed
  • Happy AVs Project – investigating affective scenarios for Connected and Autonomous Vehicles (Bournemouth University QR funds, 18 Apr 2019). Completed
  • Automotive Habitat Lab Project – employing a human-centred design perspective into automotive design (2015-2018) (Jaguar Land Rover UK, 01 Jan 2015). Completed
  • Fone Friend – investigating the possible synergy between the vehicle and the mobile devices (2014) (Jaguar Land Rover UK, 06 Jan 2014). Completed

Conference Presentations

  • The 2nd KRUK Conference (Human, Nature and Mathematics), Affective Design Scenarios in Automotive Design, 29 Sep 2018, UK
  • The 2nd JaguarLandRover PhD Conference, Human-Centred Automotive Scenarios?, 01 Dec 2016, UK

Consultancy Activities

  • Future Cockpit Brand and Design Concept Workshop, External consultant. Kia Motor
  • Future Design Experience Branding Workshop, Consultancy activity. Kia


  • PhD in Design Research (Brunel University London, UK, 2019)
  • MA in Design Strategy and Innovation (Brunel University London, UK, 2013)
  • BA (Hons) in Communication and the Media (Seoul Women's University, South Korea, 2006)
  • BEng (Hons) in Multimedia and Communication Engineering (Seoul Women's University, South Korea, 2006)


  • Coca-Cola Enterprise (CCE) Design Competition, Winner of Top 3 (Coca-Cola Enterprise, 2013)
  • Brunel International Scholarship (Brunel University London, 2012)
  • Outstanding Presentation (Awarded a prize for the best presentation skills with the highest performance at Brunel University) (Brunel University London, 2012)
  • Summa Cum Laude (Seoul Women's University, South Korea, 2006)