Dan Lewis

Course Director

Digital, Tech, Innovation & Business

I’m the Course Director for Design and Course Leader for Automotive & Transport Design. I'm also the Co-Course Leader for Product, Furniture, Ceramics at Staffordshire University.

As Course Director for Design, I lead staff on a range of courses including Architecture, Product Furniture Ceramics, Automotive & Transport Design, Surface Pattern, Fashion and MA Ceramics.

I look for opportunities for students to collaborate across courses on live projects, competitions, and partnerships with industry. I have years of industry experience developing products for some of the UK’s largest retailers and have travelled extensively across Europe and the Far East to work with the manufacturers of my products.

I’ve led teams to develop new courses and modules to ensure that our graduates leave with skills that match the high expectations of employers. I have also introduced a range of new software to our course curriculum, including new CAD modelling applications, VR and User Experience software.



Academic qualifications

  • Bachelor of Arts, First Class Honours
  • Product Design PGChpe (Post Graduate Certificate of Higher and Professional Education)
  • Fellow Higher Education Academy


  • Emotional Design Furniture Design
  • New Product Development Manufacturing & Materials
  • 3D Visualisation
  • Commercial Knowledge
  • Ideation Visualisation
  • Sketching
  • Rapid Prototyping

Research interests

My ongoing PhD centres around the concept of Emotional Design, where I explore how individuals establish connections with products based on their aesthetics, functionality, and personal significance. Through my research, I have introduced a novel tool for Designers, which I have had the opportunity to present on an international stage. This tool facilitates a deeper understanding of the intricate dynamics that drive emotional connections between people and the products they interact with. By delving into the nuances of Emotional Design, I enable fellow designers to craft products that resonate with consumers on a profound level. This not only enhances the initial engagement but also contributes to extending the lifespan of the products.

External profiles

in the UK for Quality Education

Sustainable Development Goal 4, Times Higher Education Impact Rankings 2023

for Career Prospects

Whatuni Student Choice Awards 2023

for Facilities

Whatuni Student Choice Awards 2023

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021

of Research is “Internationally Excellent” or “World Leading”

Research Excellence Framework 2021

Four Star Rating

QS Star Ratings 2021