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Biography

I am an academic specialising in the transformative role of storytelling within new product development (NPD), a cutting-edge area in both industry and design research. Over the past decade, my research has focused on how narrative strategies shape the earliest stages of product development. This work culminated in the creation of a theoretical framework and a card-based tool, enabling NPD teams to strategically apply storytelling during conceptual phases. My contributions have been widely recognised, with publications in prominent conferences, book chapters, and academic journals.

In my role at Northumbria University, my research has directly influenced the teaching methodology of the BA (Hons) Product Design program. Driven by a passion for education, I have developed curriculum modules rooted in storytelling techniques and created an online repository of student projects, supported by Northumbria University’s Teaching Quality and Enhancement Fund. This repository has garnered significant media attention, serving as a vital resource for both students and faculty.

As Postgraduate Research Lead for the Department of Arts and Creative Industries, I am dedicated to nurturing a vibrant research culture at Northumbria. I have established a specialised training program tailored for Design PhD students, organised community-building social events, and actively supported the integration of PhD students into broader academic initiatives.

Currently, I am undertaking an exciting collaboration with industry to develop a digital platform that translates my card-based tool into a web application for broader industry application. Through my research and teaching, I champion storytelling as an essential framework in NPD and design education, creating tools and methodologies that empower both industry and students to become innovative leaders in their fields.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 9 - Industry, Innovation, and Infrastructure

Education/Academic qualification

Art and Design (other/general), PhD, Developing an Understanding of Storytelling at the Design Pitch: Relating Approach to Impact, Northumbria University

1 Sept 20111 Sept 2014

Award Date: 15 Jul 2015

Multi-disciplinary Design, MA, Northumbria University

1 Sept 20081 Sept 2009

Award Date: 6 Oct 2009

Industrial Design, BA (Hons), Northumbria University

1 Sept 20041 Sept 2008

Award Date: 25 Jun 2008

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Collaborations and top research areas from the last five years

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