Hosam Al-Samarraie

Hosam Al-Samarraie


My research lies at the intersection of human-computer interaction, user modelling, social computation, and machine learning. By exploring the association between the science and human interaction, and the digital technology that fuels the usage and design of intelligent system, services, and interfaces, I am interested in developing and investigating new ideas and concepts for the aim of maximizing the performance of digital communication systems that are well-situated around specific individual needs, behaviours, culture, and intentions, rather than as we want or assume them to be.

I have been involved (PI and coresearcher) in several research projects related to the development of innovative digital solutions for learning and health. I am currently investigating various cultural and social aspects of immersive technology utilization and their relation to user, interaction, 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 more). In 2020 I received the Silver Medal Award by the Market Research Society, London for my work on understanding the use of sentiment analysis in detecting social behaviour on microblogs.

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. 


  • Programme Leader for MA Digital Design Futures
  • XLAB Manager

Research interests

Over the past years, my research has focused on the emerging field of Human-Computer Interaction (HCI), where I have explored the design of interactive systems and interfaces between humans and computers. Using my knowledge and expertise in HCI, I have contributed to various developments in higher education by understanding how users interact with technology, such as immersive technology, learning management systems (LMS), content management systems (CMS), recommender systems, AI tutoring systems, and machine learning applications. My aim has been to enhance the usability, efficiency, and user experience of learning environments. The findings of my research have introduced innovative insights, methodologies, and simplifications for improving the user experience in complex learning environments.

Specifically, I am interested in investigating, designing, and developing user interfaces (UI) and digital solutions that are tailored to the specific needs and preferences of learners. One key theme I focus on is user-adaptive interaction. For instance:

  1. In my recent work on machine learning for predicting UI design preferences among learners, I have gained valuable insights into how individual traits, such as personality, can influence information processing and information-seeking behaviors.
  2. My research on the development of digital recommender systems offers novel approaches for maintaining long-term engagement, managing cognitive load, and capturing user attention in learning contexts. I also explore users' emotional changes and their use of digital tools. For example, I have studied the potential of using Emotional Intelligence to characterize individual preferences in UI design. Additionally, I have used EEG (electroencephalography) to examine changes in users' emotions during the adaptation or use of new interfaces.

Another aspect of my work involves developing guidelines and recommendations for various design problems. For example:

  1. In my research on defining individual perceptual and brain patterns to predict personality and preferences, I have developed a new methodological procedure consisting of four phases that collectively provide a comprehensive understanding. These phases can potentially replace existing methods for assessing the personality and preferences of online users, which has been an overlooked area of research.
  2. My work on brain-computer interfaces (BCI) and eye-tracking has practical applications in routine tasks and promoting lifelong learning. I am interested in developing new design guidelines and recommendations by integrating factors such as culture, hand dominance, and other individual traits. The aim is to enhance user-centered design in healthcare and learning systems by demonstrating how specific design features can influence users' interactions, memorability, and readability.

As we acknowledge the significance of psychology in understanding user needs, I am particularly interested in exploring how behavioral, cognitive, and emotional traits can advance our understanding of UI design. BCI and eye-tracking methodologies are employed to investigate individual learning behaviors, interactions, cognition, and emotions. Eye-tracking tools, including pupil dilation and variation during saccades and fixations, are used to measure aspects related to users' attention, cognition, and interaction, particularly when processing visual information or interface design elements in natural settings.

PhD supervision

I have experience in supervising Master and PhD students. I am willing to supervise PhD students who want to conduct empirical and experimental research on topics related to my interests. I am also open to exploring new areas in relation to understanding the application of new technologies/design techniques in various settings and situations. 

<h4>Research projects</h4> <p>Any research projects I'm currently working on will be listed below. Our list of all <a href="https://ahc.leeds.ac.uk/dir/research-projects">research projects</a> allows you to view and search the full list of projects in the faculty.</p>


  • PhD in Philosophy

Student education

I am/have been involved in teaching and running workshops for different postgraduate programmes. This includes modules such as Statistics, Visualization, HCI, Professional Experience, and Research Methods.

Current postgraduate researchers

<h4>Postgraduate research opportunities</h4> <p>We welcome enquiries from motivated and qualified applicants from all around the world who are interested in PhD study. Our <a href="https://phd.leeds.ac.uk">research opportunities</a> allow you to search for projects and scholarships.</p>