Ms Raida Shakiry

Contact

Email: r.shakiry@kingston.ac.uk
Location: Kingston Hill
Faculty: Faculty of Business and Social Sciences, Faculty of Engineering, Computing and the Environment
School: Kingston Business School, School of Computer Science and Mathematics
Department: Department of Networks and Digital Media, Department of Strategy, Marketing and Innovation

About

I am the Research Fellow in UX at the 'Behavioural Research Analytics In Neurotechnological Systems' (BRAINS) Lab - a nationally leading research and innovation facility that pioneers the convergence of behavioural sciences, user experience research and next-generation technologies.

My research - Evaluating the Multichannel Branded User Experience (UX): This research involved conducting user testing research studies on selected websites by taking a dual process approach, measuring both the cognitive and emotive factors that underpin trust and persuasion to purchase. This research defines a framework for measuring all the elements of the complex multichannel branded UX by integrating standard usability testing with new and innovative UX testing methods and tools. My Branded UX research framework has been published in the UXPA Journal of Usability Studies: https://uxpajournal.org/dual-cognitive-uxd-explainable-ai/

Experience in leading UX research projects including Artellite, working with Kingston University and Degree Art on the Nesta funded research project for the design and development of an e-commerce platform for the arts sector. Led and managed the UX team on the HEFCE funded international research project, Critica, for the design and development of a digital teaching tool for enabling Lecturers to teach critical thinking skills.

Brand and User Experience Consultant with over 20 years experience in digital strategy, user experience design, information architecture, user research and digital marketing. Clients have included BBC3, BT, Sony Ericsson, Nokia, Orange, Sony PlayStation, Jimmy Choo, Nike, Small Luxury Hotels, London 2012, Unilever, Bertolli, Lego, Amnesty International, Jaguar Racing, Coutts, Barclays, American Express and Legal & General.

Teaching experience includes working as a part-time lecturer for Kingston University teaching Branded UX on the User Experience Design MSc course. Teaching circular design and mentoring MSc UX Design students to design innovative digital products and services that can motivate users to change behaviour for a more sustainable lifestyle.

Academic responsibilities

Research Fellow in UX & Part-time Lecturer

Qualifications

MA by Research, Branded User Experience - Kingston University
Postgraduate Marketing Diploma, Dip M - Chartered Institute of Marketing
BSc Hons, Engineering Science - Exeter University

Professional practice, knowledge exchange and impact

Chartered Institute of Marketing Fellow (FCIM)