Michael Charles Goatman

Michael GoatmanAssociate Professor


Michael Goatman BA (Hons), MA (Res) MCSD FRSA is a Product/Industrial Designer who worked in industry for fifteen years before moving to teaching and leadership in Higher Education. Following a period of five years in consultancy in SE England he was with Philips Design for ten years, first in the UK and then at the Philips Global Design Centre in Eindhoven, The Netherlands. Mike moved into Higher Education in 1992, starting Industrial Design at the University of Hertfordshire, which he led for 15 years before moving on to Cranfield University where he began a ‘Cox Centre of Excellence’, a HEFCE-funded collaboration between Cranfield University and the University of the Arts London to create interdisciplinary design professionals. The course was one of the Business Week ‘World’s 30 Best Design Schools’ in 2009. He moved to Coventry University to become Head of Industrial Design in 2010.

In connection with student education and development of design issues Mike has had long associations with Canon, Xerox, Samsung and particularly Imagination, the leading UK Brand Experience agency, as well as links in the product design business. Mike's primary research area has been the investigation of intelligent products, and the study of interdisciplinary design in the relationship of design process methods used by creative design, engineering and management. In this he was a member of the Design Council Interdisciplinary Design Network between 2007 and 2011, with whom he was part of delegations to Europe, Korea and China resulting in reports published by the Design Council. Mike is an elected member of the Chartered Society of Designers and Fellow of the Royal Society of Arts.


  • M.A. by Research, University of Hertfordshire
  • B.A (Hons), Industrial Design (Eng), Central School of Art and Design

Selected outputs:

  • Goatman, M. (2010) 'Opening up the teaching and learning debate'. In Assessing Creativity in Design: Emerging Themes for Engineering. Higher Education Academy
  • Rajkumar, R., Goatman, R., and Khangura, K. (2008) 'User-centric design and Kansei Engineering'. CIRP Journal of Manufacturing Science and Technology
  • Goatman, M. (2004) 'Can Personality Categorisation Inform the Design of Products and Interfaces?'. In Design and Emotion, The Experience of Everyday Things. Ed. by McDonagh, D., Hekkert, P., van Erp, J., and Gyi, D. London, USA, Canada: Taylor and Francis, 82-86
  • Goatman, M. (2002) 'Research exercises'. In Empathic Design Tutor. Cranfield University
  • Goatman, M. (2001) CREAC What is it? Held 2001 at the University of Hertfordshire, UK
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University of the year shortlisted
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