Skip to main navigationSkip to main content
The University of Southampton
We're launching a new website soon and would love your feedback. See the new design
Winchester School of Art
(023) 8059 7008

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 an Associate Professor in Design at the Winchester School of Art, University of Southampton. She joined University of Southampton in 2009. Yuanyuan completed her PhD in Design Management and MA in Design Strategy & Innovation and 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 25+ academic papers in Design Managementt, registered two product design patterns with the UK Intellectual Property Office, and had several solo design exhibitions. She has received more than £556k grants income (£356k as the Principal Investigator and £200k as a Co-Investigator) from ESRC, British Council, Confucius Institute Headquarter and the University of Southampton.

Research interests

Yuanyuan’s recent research focus on inclusive service design for ageing people. Her research combines theoretical research to understand older people’s unmet needs in their daily life (such as needs of shopping, health and social care), and practical inclusive design solutions to improve service quality through product design, service design, smart design with industry 4.0 and artificial intelligence.

PhD Supervision

I am currently on the supervisory team for four Postgraduate Researchers at the University:

  • Alhathal, Fahad Ibrahim. Using emerging technologies to enhance the customer experience for supermarkets in the UK
  • Bin Rusman, Mohd Shahril. An Investigation on the Effects of Shopping Atmospheric Variables on Children aged between 3 to 7 years during Shopping Activity within Shopping Environment
  • De Almeida Fontinele Zadra, Geane. Designing a technology for helping blind people to do moderate-to-vigorous physical activity
  •  MacKie, Paul. Experiential retail design based Digital brand advocacy behavior model to improve the UK fashion store environment for 18-22 year sold consumers

Supervision to completion:

  • Wang, Shan (2020). Investigation of People Aged 65+’s Home Living Room Experience for Improving Living Room Design in the UK, subject area: inclusive design
  • Pereda, Javier (2015). Online Cultural Heritage: Facilitating Complex Query Making through Tangible User Interfaces 

Research group

Transforming Creativity Research Group

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

At the University of Southampton, I undertake the following roles and responsibilities:

  • Group Leader – Consultation group, Athena SWAN Committee (Winchester School of Art)
  • Member – Research Ethics Committee (Faculty of Arts and Humanities)
  • Member – Research and Enterprise Committee (Faculty of Arts and Humanities)
Sort via:TypeorYear


Book Chapters


Creative Media and Artefacts

Teaching and supporting:

  • ARTD6118 Design Management 1
  • ARTD6119 Design Management 2
  • ARTD6120 Strategic Design Management and Marketing
  • ARTD6113 Professional and Academic Skills 1
  • ARTD6114 Professional and Academic Skills 2
  • ARTD6121 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

Share this profile Share this on Facebook Share this on Twitter Share this on Weibo
Privacy Settings