Personal profile
Research and Innovation interests
My research expertise is in applying empathy to understand users, stakeholders and people, and my teaching encourages learners to be equal partners in creating inclusive, engaging and transformative experiences. I am also an impact coordinator for the College and the Faculty of Arts Design and Media.
I have experience using human-centred design as a connector integrator, supporting different disciplines to co-create an understanding of problems and developing solutions. An important strand of my research is the impact of empathy in leading, managing and supporting transformations. I have published in leading national and international design research conferences and journals. I have used design to create meaningful and impactful change within organisations such as Philips, Soil Machine Dynamics, and Unilever. I currently lead the Design-led Transformation Network, which brings together the public, private and higher education sectors to discuss and articulate the role of design in transformation.
Business Engagement interests
My research is embedded in practice. Therefore, I regularly work with industry partners through contract research, knowledge transfer partnerships and collaborative student projects. I have contributed to the design innovation practices in the following companies: Philips, Daimler, Nokia, Airbus, Unilever, BT, Birmingham City Council, West Midlands Fire Service, Lego and Sony Ericsson.
Teaching Interests
I currently teaching on the following subjects:
- Global Perspectives
- Design Research
- Design innovation strategy
- Professional development
- Final Project/Dissertation
- Design Entrepreneurship and Innovation
Fingerprint
- 1 Similar Profiles
Collaborations and top research areas from the last five years
-
Design Thinking for Business and Management
Aftab, M., 17 Nov 2025, Kogan Page. 50 p.Research output: Book/Report › Book › peer-review
-
Empathy-led Readiness Toolkit for Digital Adoption
Aftab, M., Yee Goh, M., Yevseyeva, I. & Farrow, V., 15 Oct 2025, Transdisciplinarity for a Better World. Mexico: IOSPress, Vol. 76. p. 331-340 10 p.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
Open Access -
Empathy-Led Tech: Unlocking Readiness
Aftab, M. (Artist), 15 Jan 2025, 1 p. Made Smarter Innovation: Centre for People-led Digitalisation.Research output: Other contribution › peer-review
Open Access -
A Systematic Literature Review on Identifying Readiness for Digital Adoption: An empathy-led approach to measuring readiness for digital adoption through individual’s psychological variables
Aftab, M., Yee Goh, M., Yevseyeva, I., Uner, I. & Nassiumah, I., 1 Aug 2024, dmi: Academic Design Management Conference : Design & Innovation at a Crossroad. Design management Institute, p. 1122 - 1130 1315 p. 1122Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
Open Access -
Design for manufacturing: Rehumanising digital manufacturing
Aftab, M. (Corresponding / Lead Author), Yee Goh, M., Grant, R. & Yeveseva, I., 15 Jun 2024, In: Design Research Society. p. 1 4 p., https://dl.designresearchsociety.org/drs-conference-papers/drs2024/editorials/11/.Research output: Contribution to journal › Editorial