Wei Liu


Wei obtained her B.E Industrial Design degree in 2010 and was directly recommended to Tsinghua University (Beijing) for a Master's in Design Strategy and Management. During this period, she was awarded several design prizes. Outside work she engaged in several social voluntary activities. She was the president of the University Student Union and Officer for World Special Olympics. In addition, she has some work experiences in business consultancy and design consultancy as an intern for IBM Global Business Strategy, Boston Consulting Group and TEAMs Design. She joined the IfM in October 2012 to research for a PhD under the supervision of James Moultrie, Design Management Group. She finished her PhD in April 2016. She is now a researcher at Design Management Group. 


Academic Background 

  • 2012 to 2016, Ph.D. in Design Management, Institute for Manufacturing, University of Cambridge, Cambridge, UK
  • 2014, Visiting Fellow at Harvard University, Cambridge, USA
  • 2010 to 2012, Master of Arts (Design Strategy), Tsinghua University, Beijing, China
  • 2005 to 2010, Bachelor in Engineering (Industrial Design), Minor in German, Tongji University, Shanghai, China


Research Interest


Design-driven Innovation, Design Management, Creativity and Innovation, New product development management, Design thinking & Management, Innovation Management




Liu, W. “Exploring the mechanisms for designing with customers in developing products through the Internet“. 2014 Annual PDMA Research Forum: Denver, USA, 18-10-2014 to 19-10-2014. Denver, 2014. 


Liu, W & Moultrie, J. “In-depth case study exploring innovative web-based methods for ‘designing-with’ customers in a global watch manufacturing company“. 19th Academic Design Management Conference: London, United Kingdom, 2-9-2014 to 4-9-2014. London, 2014.


Liu, W and Moultrie, J. “Investigating the use of traditional vs. new methods of involving customers in new product development". 21st International Product Development Management Conference: Limerick, Ireland, 15-6-2014 to 17-6-2014. Limerick, 2014.


Liu,W and Ye, SH. “Innovation with the Customers-New Design Strategies in NPD in the Internet Age”. iManagement 2014 (03): 52-57.


Liu, W and Moultrie, J. "Exploring innovative ways for companies to engage with customers through the Internet in developing new products". Proceedings of the IEEE Tsinghua International Design Management Symposium: Shenzhen, China, 1-12-2013 to 2-12-2013. Shenzhen, 2013.


Liu, W and Moultrie, J. "Exploring the application of methods for involving customers in new product development practices from the manager's perspective". Proceedings of the 2nd Cambridge Academic Design Management Conference: Cambridge, UK, 4-9-2013 to 5-9-2013. Cambridge, 2013.


Liu, W. "Product is a ‘teacher’-the educational role of product in consumer culture“. Modern Decoration (Theory) 2 (2011): 053.


Liu, W. "Product design DNA strategy in Branding". Proceedings of Tsinghua-DMI International Design Management Symposium: HongKong, China, 3-12-2011 to 5-12-2011. Bitpress, 2011.


Roberts, L. GOOD: an Introduction to Ethics in Graphic Design: Ethics of Graphic Design. Trans. Chen YQ, Liu W, YJ Yangchun. Liaoning: Liaoning Science and Technology Press, 2010. Print.


Academic Events

Doctoral Student Fellow, 2014 PDMA-UIC Innovation Doctoral Consortium, Chicago, USA

(Overall Winner of Dissertation Competition Award)

Chairman, 2013 IfM First Year PhD Conference, Cambridge, UK


Teaching Experience

Cambridge Judge Business School Executive MBA Programme, Faculty and Course Coordinator  

Contact Details

T: +44 (0) 1223 766141
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