Hosam Al-Samarraie

Profile

My research lies at the intersection of human–computer interaction (HCI), user modelling, and technology utilisation in different contexts and institutions. By exploring the relationship between the science of human interaction and the digital technologies that drive the use and design of intelligent systems, services, and interfaces, I aim to develop and investigate new ideas and concepts to maximise the performance of digital communication systems. These systems should be well-situated around specific individual needs, behaviours, cultures, and intentions, rather than based on what we want or assume them to be.

I have been involved, as Principal Investigator and co-researcher, in several research projects related to the development of digital solutions for various challenges. I am currently investigating cultural and social aspects of immersive technology utilisation and their relationship to users, interactions, and certain behavioural changes.

I have published more than 100 papers in peer-reviewed international journals (e.g. International Journal of Human–Computer Interaction, User Modeling and User-Adapted Interaction, Behaviour & Information Technology, Computers & Education, Telematics and Informatics, Journal on Multimodal User Interfaces, and many others).

I regularly serve as Program Chair / Area Chair for major international conferences and events. This includes the delivery of international workshops, international collaboration, keynotes, planery speaker, editorial board, external examiner, and field supervisor.

Responsibilities

• Programme Leader for MA Digital Design Futures
• Leader XR Research Group and XLAB
• Director of impact

Research interests

Over the past fifteen years, my research has centred on HCI, with a particular focus on multimodal interaction, personalised systems, and the design of immersive and AI-enabled environments. My work examines how people engage with technology across a wide range of contexts, including immersive XR platforms, learning and content management systems, adaptive user interfaces, recommender systems, AI tutoring tools, and machine learning. A consistent aim of my research has been to enhance usability, engagement, and the overall quality of digital experience in complex learning, cultural, and professional environments.

My research contributes new knowledge to user-adaptive interaction, where I investigate how behavioural, cognitive, and affective traits influence users’ engagement with digital systems. Recent work employing machine learning to predict user interface preferences demonstrates how individual differences (e.g., personality, prior experience, and cognitive style) shape information processing and information-seeking behaviours. Complementing this, my research into intelligent recommender systems has introduced novel approaches to sustaining long-term digital engagement, managing cognitive load, and supporting users’ decision-making in learning and knowledge-intensive settings.

A significant element of my work explores emotional and physiological responses to interaction. Through methods such as EEG, eye-tracking, and biofeedback modelling, I examine users’ cognitive load, emotional states, and visual attention during interaction with adaptive or unfamiliar interfaces. These insights have informed new methodological frameworks such as a four-phase process for predicting perceptual and personality patterns, which address longstanding gaps in how individual user differences are measured and incorporated into interface design.

Across these strands, I am interested in developing empirically grounded design guidelines that support the creation of more personalised, inclusive, and context-responsive digital systems. This includes work on cross-cultural interaction, hand-dominance and embodied differences, and multisensory experience design within healthcare, learning, and cultural-heritage settings. My research increasingly incorporates XR, haptics, and multimodal AI to explore how immersive environments can support learning, wellbeing, and public engagement.

PhD supervision

I have extensive experience supervising postgraduate researchers at both Master’s and doctoral level. I welcome PhD applicants interested in empirical and experimental research in: personalised and adaptive interfaces; multimodal interaction; XR and haptic technologies; behavioural and cognitive modelling; AI-assisted design; and the use of advanced sensing methods to understand user experience. I am also open to supervising interdisciplinary projects exploring emerging technologies and innovative design methodologies in education, health, cultural heritage, and related sectors.

Qualifications

• PhD in Philosophy

Student education

I have been involved in teaching and running workshops for various postgraduate programmes. This includes modules such as Design for Immersion and Engagement, Specialist Project, Visualisation, Human–Computer Interaction, Professional Experience, and Research Methods.

Current postgraduate researchers

• Ken Chen
• Eshrag Aljehani