Dr Yuanyuan Yin is Professor of Design Department and Director of The Global Smart Lab within Winchester School of Art at the University of Southampton. She joined the University of Southampton in 2009. Yuanyuan completed her PhD in Design Management and MA in Design Strategy & Innovation from Brunel University, UK. She earlier obtained her B.Eng degree in Industrial Design in China. She is responsible for teaching in the key disciplines of design management, branding and design research. Her research has been concentrated on promoting business performance through developing design and brand strategies, understanding customers and users, supporting design collaboration, and improving innovation in product design. Yuanyuan has published 35+ academic papers in Design Management, registered two product design patterns with the UK Intellectual Property Office, and had several solo design exhibitions. She has received more than £1.3M in grants income from ESRC, the British Council, Confucius Institute Headquarter and the University of Southampton.