΢ÃÜȦ

I am interested in supervising practice-based work that contributes to the development of Industry 5.0 transformational, parametric and/or generative systems, particularly with regard to human factors, ethics and instances of the singularity. Applications of cognitive systems design, machine learning, and computer vision for new technologies, such as BCI, 5G MEC, IoT complex deployments, in Volatile, Uncertain, Complex and Ambiguous scenarios particularly welcome.

For example :

• digital transformation of values / policy / ideology / law
• commercial applications of biometric interfaces 
• psychometric hypernetworks in MNOs
• social and cultural applications of Blockchain & Cryptocurrencies
• 5/6G native user experience
• human centred Mobile Edge Computing (MEC)
• HCD and network slicing applications
• cognitive / neural networks 
• behavioural Internet of Things (IoT)
• causal AI
• intelligent personas
• digital immortality
• Internet of Mind (IoM)

Qualifications

• (2005) The Open University Teaching Award, Creating & sustaining the first online learning community
• (2009-15) Director of Studies, Digital Media ΢ÃÜȦ Masters Suite of 6 courses. Two Special Commendations at Validation for interdisciplinary working and industry relations
• (2009-15) Course Director, MA Games
• (2021) 12 hour online CPD course as part of £1.3m ERDF research project 'Data Driven UXD & Geo-data Economies' for businesses including Vodafone, Tesco and IBM

My practice-led research is in human-centred design for complex technical transformations at VUCA scenarios and at scale by understanding how to leverage human agency via cognitive and behavioural affordances. My work investigates specifically how machine learning models might close the semantic gap in diverse forms of sentiment analysis for complex human/machine convergence to engineer whole systems change.

Stemming from my own commercial practice, this has involved a long-term investigation into the social semiotics of the constructed image, advertising and brand in an algorithmic and networked context, informing novel methods in human factors, design for complexity, ML and AI.

These methods have thus far helped define workable human-centred morphologies of, and topographies for, User Experience Design (UXD) vectors, grammars and architectures of digital artefacts, products, services and ecosystems by means of semantic analogies for corpus and systematic algorithmic formalisms.

Contributing to research in human factors across:

• behavioural analytics
• attribution metrics
• cognitive machine learning
• psychometrics
• neuro-marketing
• hybrid AI
• neural networks
• cognitive, emotional, social and cultural computing

My work is applied in transformational, parametric and/or generative systems for:

• eCommerce
• computer games
• digital health
• innovation eco-systems
• organisational agility
• next-generation wearables such as Brain-Computer Interfaces

I have always been interested in the technicities of material culture:

• how visual meaning, values and affordances are designed, transacted and maintained through media technologies
• how iconography, belief, ideology, narrative and mythology are designed, commodified and transacted in representational systems
• the technical performativity of cultural capital
• the relationship between asset, affordance, agency, end-user engagement, behaviour and social impact

Specifically, over the last 25 years, this has been in relation to digital transformation of values and complex human factors engineering.

My first neuro-game and dementia tech in 2009 led to breakthrough cognitive UX design patterns based upon visual textual analysis paradigms. From that work, I developed "RhizoMetrics" TM (2014), a behavioural parametric design method that supports the development, monitoring and recalibration of behavioural affordances in any computational context.

Using RhizoMetrics, I developed cognitive UXD paradigms for:

• nudge mechanics
• neuro-navigation
• neuro-transformation

to guide valuable and ethical singularities in IoT, robotics and immersive environments for Industry5.0 and beyond, as core to a fundamental Human / Machine Operating System - HM/OSS for which I am in the process of patenting a foundational neurosymbolic AI with support from Innovate UK.

My work has always generated personal, behavioural, and socio-cultural data and insights, putting me at the forefront of ethical debates for many years. Defining ethical parameters for designed user experiences is a primary objective of my research.

Specialisms

• Human Centred Design
• Digital Transformation
• Complex Systems
• Behavioural Analytics
• Human Augmentation

I am a human centred industrial designer who works with technology; expert in R&D for ‘Next Gen'; delivering creative innovation in complex technical scenarios; leading on complexity and design methods for socio-technical outcomes at scale; creative industries / STEM convergence in industrial and teaching, research and enterprise transformation.

My expertise is in designing for persuasion, emotion & trust (PET) in User Experience Design (UXD) and I have worked in e-commerce, games, e-health, e-learning, heritage & the arts, FinTech and military & defence with iOS, Android, Windows, Cloud, Xbox, Playstation & Drones; MIDI, haptics, holography, stereoscopy and AR/VR; applied sensor technologies, biometrics (inc. eye tracking, facial recognition, EEG, EMG, GSR), computer vision, machine learning, predictive analytics, big data and automatic signal recognition and I have ten years working with Brain-Computer Interfaces.

By means of experiential marketing and then eCommerce, I started my first digital business in 1996 and won EU recognition for the micro-business model I devised outsourcing production worldwide via ISDN from two PowerMac 8500s with 16MB RAM as the PYBT regional delegate at the Youth For Europe Conference at the EU Parliament in Brussels. I went on to lead first wave digital transformation from print to digital at Realtime Interactive, part of EHS advertising agency in Soho Square, alongside Malcolm Garrett (1998). Process innovations, for example for the first ever pan-Eurpoean website for Playstation2 (1999), included maintenance contracts and a paid problem definition phase to account for a high level of innovation (now ‘Sprint0' in Agile Development) went on to contribute to ‘FULCRM', a global user centred design innovation service at Havas Worldwide.

With a background in experimental electronic arts and design, my first bid was to Arts Council England New Collaborations Fund in 1991; commissioned artworks include my first website for Boddingtons Manchester Festival in 1994 (FACT) and touchscreen narrative alongside Jane & Louise Wilson (LFVU) in 1995, interactive game (HTBA) 1995 and A.I. 1997 (LJMU) alongside Sean Cubitt as part of the seminal TechnoCultures One. Exhibitions include Video Positive at Tate Liverpool (1998), MicroTel Voluptous Blinking Eye Teletext intervention on Nederland Channels 1, 2 & 3 (2006) and Big Screens, across ten cities in Russia (2005).