Shijie Yuan

Profile

I am currently pursuing a PhD in Design at the University of Leeds. I have an international educational background in graphic and digital design. My research interests focus on fair design, user-centred design, and speculative design. I am particularly interested in exploring diverse user needs and experiences, while continuously engaging with both qualitative and quantitative research methods.

Before starting my PhD, I worked in the user growth department of an internet company, where I was responsible for advertising design and data optimisation for social products targeting users in the Middle East region. Through interviews, focus groups, user behaviour tracking, and data analysis—alongside collaborations with TikTok, Google, and Meta—I developed a deeper understanding of user needs and cross-regional user differences. I also worked closely with cross-functional teams to improve user experience and enhance engagement strategies.

Research interests

My research interests focus on fair design, user experience, information design, user-centred design, data visualisation, and interdisciplinary design. All these areas are driven by the goal of communicating information in ways that are useful and meaningful to end users. I am particularly interested in exploring how interdisciplinary approaches and creative solutions can enhance fairness in user experiences—ensuring that users with different abilities, cognitive styles, and cultural backgrounds can access and engage with products in an equitable way. My work also aims to simplify complex information, making it more accessible, engaging, and effective for diverse audiences.

Qualifications

• MA Design, University of Leeds, UK
• BA Visual Communication Design, Hubei Polytechnic University, China