Saeema is Professor of Design Engineering and Innovation at University of Exeter Business School.

Saeema’s research focuses on design engineering including the impact and integration of digital technologies on creativity and cognition, data and knowledge structuring, data-driven design process in customising products and quantifying and predicting user experiences.

She works closely with a range of industries and across disciplines of psychology, computing and design. Her research was one of the first to use a human centred approach to structuring and automating indexing of knowledge, and to develop approaches to quantify user experiences, leading to a data driven-approach to assess comfort in headsets.

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