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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.