Kyungjoo Cha

Dr Kyungjoo Cha

  • kcha at bournemouth dot ac dot uk
  • Lecturer (Academic) in Product Design (User Experience Design)
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Dr Kyungjoo Cha is a 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. Mainly, she has investigated in a deep understanding of emotional experience through developing affective 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


  • Cha, K., 2018. Affective Design Scenarios in Automotive Design. In: The 2nd KRUK Conference (Human, Nature and Mathematics) 29 September 2018 United Kingdom.
  • Cha, K., Giacomin, J., Ceschin, F. and Skrypchuk, L., 2016. Human-Centred Automotive Scenarios? In: the 2nd JaguarLandRover PhD Conference 1 December 2016 United Kingdom.
  • 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.

Profile of Teaching UG

  • Design Projects and Prototypes 1
  • Design Projects and Prototypes 2


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


  • Summa Cum Laude (Seoul Women's University, South Korea, 2006)
  • Outstanding Presentation (Awarded a prize for the best presentation skills with the highest performance at Brunel University) (Brunel University London, 2012)
  • Brunel International Scholarship (Brunel University London, 2012)
  • Coca-Cola Enterprise (CCE) Design Competition, Winner of Top 3 (Coca-Cola Enterprise, 2013)
The data on this page was last updated at 08:20 on June 26, 2019.