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Dr Youngok Choi
Senior Lecturer


Dr Youngok Choi is a senior lecturer and programme director of MA Design and branding Strategy & MA Design Strategy and Innovation, College of Engineering, Design and Physical Sciences, Brunel University London, and a design researcher specialising in Design Management, Design Policy and Social Innovaiton. Her research interests encompass the role of design in economic growth and improving the quality of people’s lives, and hence sustainable development. The strategic use of design underpins much of her research activities. She has developed a range of design research interests which include but are not limited to: Design Management; Design Policy; Innovation in new product development; Social Innovation; and Design Pedagogy. She has been involved in many design research projects including design policy at national, regional and organisational levels, the future of the UK design industry, social values of design and design strategy for businesses. She has collaborated with many businesses including Samsung Electronics, Samsung Design Europe and LG Design Europe.

Youngok completed her PhD in Design Management from Lancaster University in 2009 and graduated MA course in Design Strategy and Innovation at Brunel University London in 2005. She earlier qualified in both Business Administration and Communication Design at tertiary institutions in South Korea.


  • Programme Director, MA Design Strategy and Innovation & MA Design and Branding Strategy
  • Module Leader, DM5552 Design Research
  • Module Leader, DM5557 Design and Branding Strategy Research Project 1
  • Module Leader, DM5560 Design Strategy and Innovation Research Project 1
  • Module Leader, DM5500 Dissertation Project 
  • Leader, Stategies for Branding, Design and Innovation Research Group in HCI
  • Member of the College International Strategy Group

Newest selected publications

Kwon, H., Choi, Y., Hua, M., Garaj, V., Lam, B., Wang, W. and et al. (2023) 'Understanding audiences for immersive and interactive museum and gallery experiences and cultural exchanges'.ICED23 - 24th International Conference on Engineering Design. Bordeaux, France. The Proceedings of The Design Society: 24th International Conference on Engineering Design (ICED23).Open Access Link

Conference paper

Choi, Y., Lam, B., Chen, X., de Sousa, S., Liu, L. and Ni, M. (2022) 'Making and makerspaces: Exploring community centres as creative hubs in China'. The Design Journal, 25 (4). pp. 636 - 656. ISSN: 1460-6925 Open Access Link

Journal article

Choi, Y., Lam, B., Chen, X., de Sousa, S., Liu, L. and Ni, M. (2022) 'Co-Design Visions of Public Makerspaces in China'. International Journal of Design Creativity and Innovation, 10 (2). pp. 1 - 14. ISSN: 2165-0349 Open Access Link

Journal article

Lam, B., Choi, Y., Chen, X., Ni, M. and de Sousa, S. (2022) 'Fostering creativity through co-design and making: Case studies of makerspaces in the UK'. Journal of Design Research, 19 (1-3). pp. 133 - 154. ISSN: 1748-3050 Open Access Link

Journal article

Xi, C., Lam, B. and Choi, Y. (2021) 'Fostering creative citizens in China through co-design and public makerspaces'.International Association of Societies of Design Research Conference. Manchester, UK. 2 - 5 September. Proceedings of the International Association of Societies of Design Research Conference 2019 (IASDR 2019): Design Revolutions. pp. 1 - 18.Open Access Link

Conference paper
More publications(42)