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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

Balezdrova, N., Choi, Y. and Lam, B. (2021) 'Relational identities: how service co-design can help improve the minority experience and becoming ourselves'.ServDes.2020: Tensions / Paradoxes / Plurality. RMIT University, Melbourne Australia. 2 - 5 February.Open Access Link

Conference paper

Lam, B., Choi, Y., Chen, X., De Sousa, S., Liu, L. and Ni, M. (2020) 'Co-design visions of public makerspaces in China'.The Sixth International Conference on Design Creativity (ICDC2020). Oslo, Finland. 28 - 28 August. The Design Society. pp. 27 - 35.Open Access Link

Conference paper

Balezdrova, N., Choi, Y. and Lam, B. (2019) '‘Invisible Minorities’: Exploring Improvement Strategies for Social Care Services aimed at Elderly Immigrants in the UK using Co-Design Methods'.IASDR. Manchester. 5 - 5 September.Open Access Link

Conference paper

Xi, C., Lam, B. and Choi, Y. (2019) 'Fostering creative citizens in China through co-design and public makerspaces'.IASDR. Manchester.Open Access Link

Conference paper

Malbasic, M. and Choi, Y. (2019) 'DESIGNING BRANDED ATMOSPHERES. Nature-inspired, multisensory spatial brand experiences for consumer electronics retail stores'.EAD 2019. Dundee. 31 - 12 April. Informa UK Limited. pp. 1931 - 1927. ISSN: 1460-6925 Open Access Link

Conference paper
More publications(34)