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The University of Southampton
Winchester School of Art

Dr Yuanyuan Yin 

Associate Professor, Design Management, Pathway Leader for MA Design Management

Dr Yuanyuan Yin's photo

Dr Yuanyuan Yin is Associate Professor, Design Management within Winchester School of Art at the University of Southampton.

Dr Yuanyuan Yin is Associate Professor and Pathway Leader of MA Design Management at the Winchester School of Art, University of Southampton. She joined the University of Southampton in 2009. Yuanyuan completed her PhD in Design Management and MA in Design Strategy & Innovation from Brunel University, UK. She earlier obtained her B. Eng degree in Industrial Design in China. She is responsible for teaching in the key disciplines of design management, branding and design research. Her research has been concentrated on promoting business performance through developing design and brand strategies, understanding customers and users, supporting design collaboration, and improving innovation in product design. Yuanyuan has published 20+ academic papers in Design Management. As Principal Investigator, Yuanyuan has led research projects funded by University of Southampton and the Economic and Social Research Council.

Research interests

Dr Yuanyuan Yin is currently investigating the elderly's shopping experience in major supermarkets in the UK and in China. She works with large corporations such as Tesco and Sainsbury to determine the problem areas for the elderly shopper, and works on improving the design of the shopping environment.

Currently, Yuanyuan is responsible for research and teaching in the key disciplines of design management, branding strategy design and design research. In particular, she undertakes research in design strategy and innovation management, design and brand performance measurement, service design for elderly consumers and sustainable design for SMEs.

Research group

Design Innovations

Affiliate research group

Winchester Luxury Research Group

Research project(s)

Shock of the New - Dormant

Customer experience design to promote elderly people's supermarket shopping satisfaction.

Supermarket Environment Design for Elderly Consumers

Project combining video-based direct observations and in-depth interviews to explore Chinese elderly consumers' supermarket shopping experience

Yuanyuan currently supervises 17 MA students' dissertations, and is working with one PhD student, Bedour Aldakhil on a thesis with the working title: 'Investigation of female consumers in Saudi Arabia'.

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Book Chapter


Creative Media and Artefacts

Yuanyuan supports the teaching objectives of the School by delivering a range of teaching and examining activities, including curriculum design, timetabling, lectures, setting/marking coursework, tutorials and supervisions (MA and PhD) according to design management, branding and design research methodology.


Design Management
Branding Strategy Design
Research Skills
Final project

Dr Yuanyuan Yin
Winchester School of Art University of Southampton Park Avenue Winchester Hampshire SO23 8DL Email: Phone: 02380597008

Room Number: 63A/1039

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