Youngok Choi

Youngok Choi is Professor of Design and Programme Director for MA Design Strategy and Innovation & Design and Branding Strategy at Brunel Design School within the College of Engineering, Design and Physical Sciences at Brunel University London. She serves as Module Leader for multiple design research courses and has established herself as a leading scholar in design policy, social innovation, and user experience.

Dr. Choi holds a PhD in Design Management from Lancaster University and an MA in Design Strategy and Innovation from Brunel University London. She is also a Fellow of the Higher Education Academy (FHEA), demonstrating her commitment to excellence in academic teaching and supervision.

Her research focuses on Design Policy and Strategy, Social Innovation, and User Experience (UX), with particular emphasis on how design can drive social value and innovation across various sectors. Professor Choi has pioneered work in museum and gallery experiences, workplace wellbeing, social enterprise development, and cross-cultural design collaboration, especially between the UK and China. Her research demonstrates a consistent thread of applying design thinking to solve complex societal challenges through user-centered approaches.

Analysis of her recent publications reveals a strong focus on digital and immersive technologies in cultural contexts, with significant work on how museums and galleries can leverage technology for enhanced visitor experiences and cultural exchange. She has also made substantial contributions to understanding design's role in social enterprises, workplace wellbeing, and community-centered design approaches, particularly through makerspaces and co-design methodologies.

Professor Choi serves on the committee of the British Standards Institution (BSI), is a steering committee member of Europe K-TAG at KIAT, and sits on the editorial board of Design Works Journal, demonstrating her influence in both academic and professional design communities.

She actively supervises numerous PhD students working on cutting-edge design research topics including sustainable interior architecture, public speaking anxiety mitigation, social care for older immigrants, workplace wellbeing, and customer experience in the automotive industry. Her research is well-funded through prestigious grants from UKRI, AHRC, EPSRC, Samsung Electronics, and Samsung Design Europe, with current projects extending through 2025.