Helen McCormick

Dr Helen McCormick serves as the Faculty Director of Education for Arts and Humanities at Manchester Metropolitan University, providing strategic leadership for the University Education Strategy with particular focus on student transition, journey, and personal tutoring. She is the academic lead for the Outstanding Student Experience strand of the university's Education Strategy.

Her research expertise spans several interconnected domains:

• Fashion marketing and digital strategy in retail environments
• User experience design with special attention to age-related differences
• Web-environment design and online consumer behavior
• Curriculum design and innovation in higher education

Dr McCormick's most recent significant publication explores how different age groups interact with women's fashion retail websites, using eye-tracking methodology to identify design considerations for more inclusive e-commerce platforms. Her research demonstrates that older users navigate websites differently than younger users, with implications for designing more accessible digital retail experiences.

Recognition and Awards:

• Senior Fellow of the Higher Education Academy (in recognition of sustained contribution to teaching and learning)

Dr McCormick actively mentors colleagues on education pathways, championing recognition, progression, and leadership in teaching and learning. Her leadership philosophy emphasizes empathy and influence, empowering individuals while aligning teams around shared educational goals. With a PhD from The University of Manchester focused on online retailing and web-environment design, she brings a distinctive perspective shaped by trend forecasting and customer experience to her academic leadership role.