Voula Gkatzidou is a Human Centred Design Researcher currently working in the Global UX team at AstraZeneca. She has over 15 years’ experience in human centred design, user experience and design research in various fields such as inclusive design, healthcare design and automotive design. She has a PhD in Computer Science from Teesside University in the United Kingdom and has been teaching human centred design widely both at universities and businesses. Joseph Giacomin is a Professor of　Human Centred Design at Brunel University. He teaches Human Factors with emphasis on matters of perception and emotion, and guest lectures widely at universities, governmental organisations and businesses. He is a Fellow of the Institute of Ergonomics & Human Factors (FErgS), a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce (FRSA), a member of the Associazione per il Disegno Industriale (ADI) and a member of the Royal Photographic Society (RPS). 　 Lee Skrypchuk is a Human Machine Interface Technical Specialist based in the research department at Jaguar Land Rover. He received a BEng(Hons) degree in Electronics and Computing from the Nottingham Trent University in 2002, and an MSc in Display Technologies, Systems and Applications from Dundee University in 2003 and a PhD in Engineering from Cambridge University where he studied the impact of Situation Awareness on vehicle interface design. He has worked in the Automotive industry for 17 years on various automotive user interface applications and has seen many of these projects into mass production.