Professor William Green

Professor of Technology and InnovationGREEN_William.jpg

Contact details

  • Tel: +44 (0)116 223 1233
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  • Office: Room 2.16, Brookfield House and New Build, Brookfield
  • Office hours: Please see office door
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Personal details


I research design and innovation management, human factors, and the role of new technology in the interface between people, technology, and their environment. Since joining the University of Leicester I have been awarded over £1M of funding. The majority of this funding has been for collaborative projects in conjunction with public, private and third sector organisations in the health and creative industries.

I am currently the Deputy Dean of Research for the College of Social Sciences, Arts and Humanities. My role has a particular focus on Research Impact and Knowledge Exchange activities. Within the School of Business, I have previously held a number of notable leadership roles having acted as Associate Dean for Research and also Associate Dean for Enterprise and External Relations. To support these roles, I have completed the Advanced Higher Education, Strategic Leadership Programme delivered by the Leadership Foundation for Higher Education (2019) and the Development Programme for Directors of Research delivered by the British Academy of Management / Chartered Association of Business Schools (2018/19).

Prior to my PhD, I gained a BSc in Ergonomics from Loughborough University, worked as a usability and user experience researcher and consultant at IBM Research and as a Research Associate at Loughborough University working on the DTI funded Intelligent User Interfaces project within the Centre for the Integrated Home Environment. My PhD at Loughborough University was awarded in Human Factors and Ergonomics; I studied design practice in the development of ubiquitous computing technology within twelve organisations focusing particularly on participatory approaches and user centered design. Subsequently, at Philips Research in the Netherlands, I was a Marie Skłodowska-Curie Post-Doctoral Research Fellow, studying social intelligence as an approach to development and as an attribute of home healthcare technology. I also worked as a senior design researcher within Vodafone Global Marketing in the user experience strategic design team. I have previously been a Trustee for Pedestrian, a creative education charity working who provide opportunities to young people. I am a Fellow of the Higher Education Academy.





I have taught Managing Knowledge in Organisations, Operations Management, and Critical Management in Practice on the BA Management Studies, and Knowledge Management on the MSc and MBA programmes. In the Medical School I have taught Human Factors and Patient Safety on the MSc Patient Safety and QI. I have been module leader for the postgraduate distance learning electives: Innovation for Managers, Knowledge Management, TQM and Project Management for IT. I have also conducted distance learning faculty visits and lectures in Dubai, Ghana, Hong Kong, Jamaica, Nigeria, Thailand, UAE, USA and Vietnam.

Administrative responsibilities

Deputy Dean of Research, College of Social Sciences, Arts and Humanities


Human factors (ergonomics) is a broad and holistic discipline that focuses on the needs of the human in the interaction between people, technology and the environment (organisation) in order to design for human well-being. The multi-disciplinary and holistic approach within human factors can lead to an improvement in the design of products, services, workplaces, technology systems, and operations. Most fundamentally, in the design process consideration for psychological, physiological and sociological needs of people are central, to benefit the wider system. Within this discipline Will’s interests are: Socio-technical systems design; organisation and design, design methods and practice and the flow of knowledge; user experience in human-computer interaction and service design.

Will is a member of the Institute of Ergonomics and Human Factors, and the Association of Computing Machinery: SIGCHI. He has also reviewed articles for a number of world leading journals and conferences including Journal of Human-Computer Interaction, Journal of Human Computer Studies and Applied Ergonomics.

Research Funding


I am happy to hear from potential PhD candidates with interests in relation to my research areas.


Published Articles (2014-)

Green W, Shahzad M, Wood SW, Martinez Martinez M, Baines A, Navid A, Jay R, Whysall Z, Sandars J, Patel R. (2020). Improving junior doctor medicine prescribing and patient safety: an intervention using personalised, structured, video-enhanced feedback and deliberate practice. British Journal of Clinical Pharmacology.

Gasparin M, Green W & Schinckus C (In press). Slow design‐driven innovation: A response to our future in the Anthropocene epoch, Creativity and Innovation Management, DOI:

Gasparin M, Brown SD, Green W, Hugill A, Lilley S, Quinn M, Schinckus C, Williams M, Zalasiewicz J (2020). The Business School in the Anthropocene: parasite logic and pataphysical reasoning for a working earth. Academy of Management Learning & Education. 2020 Sep 1(ja).

Patel R, Green W, Shahzad M, Church H, Sandars J. (2020). Using a self-regulated learning-enhanced video feedback educational intervention to improve junior doctor prescribing. Medical Teacher.

Gasparin M, Green W, Lilley S, Quinn M, Saren M, & Schinckus, C (In press). Business as unusual: a Business Model for Social Innovation. Journal of Business Research.

Green W, Cluley R & Gasparin M (2020). Mobile market research applications, a new approach to augment Voice of the Customer methods. Research-Technology Management. 63(1) 49-55.

Cluley R, Green W & Owen, R (2020). The changing role of the marketing researcher in the age of digital technology. International Journal of Market Research. 62(1) 27-42.

Price C, Green W & Suhomlinova O. (2019). Twenty-five years of national health IT: Exploring strategy, structure and systems in the English NHS. Journal of the American Medical Informatics Association. Mar 1; 26(3), 188-197.

Gasparin M, Green W & Schinckus C (2019). Shaping success through creative failure: A historical, sensemaking analysis of the computerisation of the UK financial market, Business History, DOI: 10.1080/00076791.2019.1686819

Cluley R & Green W (2019). Social representations of marketing work: advertising workers and social media, European Journal of Marketing, 53 (5), 830-847.

Wake M & Green W (2019). Healthcare employee engagement and healthcare service quality ratings: analysis of the 2012–2016 National Health Service staff surveys and the concurrent Care Quality Commission outcomes. BMJ Open, 9(7), e026472.

Gasparin M, Green W & Schinckus C (2019). Thinking outside the box to get inside the black box: alternative epistemologies for dealing with financial innovation. Social Epistemology.

Gasparin M & Green W (2018). Reconstructing meaning without redesigning products: The case of the Serie7 chair, Creativity and Innovation Management, 27 (4), 401-413.

Patsiaouras G, Veneti A & Green W (2018). Marketing, art and voices of dissent: promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement. Marketing Theory, 18(1), 75-100.

Gasparin M, Green W & Schinckus C (2017). Making sense of failure to give sense to organisational experiment. CERN IdeaSquare Journal of Experimental Innovation, 1(2), 47.

Green W, Jones C, Maltby J, Robinson S, Roland D & Stafford C (2017). Team situational awareness: Practitioner-centred design of a safety huddles toolkit. In Proceedings of the Annual Conference of the Chartered Institute of Ergonomics & Human Factors. London: Taylor & Francis., pp. 223-231, ISBN: 978-1-5272-0762-2.

Newsinger J & Green W (2016) The infrapolitics of cultural value: cultural policy, evaluation and the marginalisation of practitioner perspectives, Journal of Cultural Economy, 9(4), 382-395.

Patel K, Jay R, Shahzad MW, Green W & Patel R (2016). A systematic review of approaches for calculating the cost of medication errors. European Journal of Hospital Pharmacy, 23(5), 294-301.

Newsinger J & Green W (2016). Arts policy and practice for disabled children and young people: towards a 'practice spectrum' approach. Disability and Society, 31(3), 357–372.

Gasparin M & Green W (2016). Framing values in design. In Proceedings of DRS2016: Design + Research + Society - Future-Focused Thinking (Vol. 3, pp. 881-894).

Wood S, Burridge M, Rudloff D, Green W & Nolte S (2015). Dimensions and location of high-involvement management: fresh evidence from the UK Commission's 2011 Employer Skills Survey. Human Resource Management Journal, 25(2), 166-183.

Patel R, Green W, Shahzad M & Larkin C (2015). Barriers to engagement with mobile Clinical Decision Support (mCDS) software among junior doctors at a UK teaching hospital. Journal of Medical Internet Research mHealth uHealth, 3(3):e80.

Patel R, Green W, Martinez Martinez M, Shahzad M & Larkin C (2015). A study of Foundation Year doctors prescribing in patients with kidney disease at a UK renal unit: a comparison to other prescribers for the frequency, medicine associated, and nature of errors. European Journal of Hospital Pharmacy, 22(5), 291-297.

Green W & Cluley R (2014). The field of radical innovation: making sense of organizational cultures and radical innovation, Industrial Marketing Management, 43(8), 1343-1350.

Industry and Public Sector Research and Consultancy Reports

Green W, Rolland D, Robinson S, Shahzad MW, Ives C. (2019). Safety Huddles Impact Report. Report for NHSi, Patient Safety Collaborative and Health Education England.

Green, W, Shahzad, MW. Sloman, O. (2019). Outcomes of EPIFFANY JWA, review of approaches to adopt EPIFFANY nationally. Reports for HEE, Pfizer and Patient Safety Collaborative and individual NHS Trusts.

Green W. (2017). Barriers to the adoption of electronic prescribing and medicines administration (EPMA):  A case study of the implementation of SOFIA® EPMA on Ward 26, Leicester General Hospital, University Hospitals of Leicester NHS Trust in June 2016. Confidential report for University Hospitals of Leicester NHS Trust.

Green W, Iman F, Patel R, Maltby J. (2017). Transforming Root cause analysis Using The lens of Human Factors to better Understand and Underpin Lessons for Learning (TRUTHFUL). Report for Health Education England and Academic Health Science Network.

Green W, Jones C, Ives C. (2017). Adopting an electronic observation (eObs) system: A human factors evaluation of the pilot eObs system adoption in UHL NHS Trust. Confidential report for University Hospitals of Leicester NHS Trust.

Green, W, Newsinger, J. (2015). Disabled children and young people: Engagement in arts and culture in the East Midlands in an environment of restrained resources. Report prepared for EMBridge: The Mighty Creatives.

Patel R, Green W, Martinez M, Fores M, Jay R, Mandalia R, Lim M, Shahzad MW. (2014) Effective Prescribing Insight For the Future: A blend of face-to-face teaching and feedback with technology-enhanced learning to increase the prescribing competence and performance of junior doctors. Report for Health Education England.

Wood S, Burridge M, Green W, Nolte S, Rudloff D, Luanaigh AN, (2013). UK Commission for Employment and Skills: High Performance Working in the Employer Skills Surveys. Evidence Report 71, July 2013.

Conference Papers (2014-)

I regularly attend international conferences and recently organized the International Product Design Management Conference 2019 in Leicester. This is one of the leading international innovation and design management conferences affiliated with the European Institute for Advanced Scientific Management. My co-authored paper (Patsiaouras, Veneti & Green, 2019) at the Academy of Marketing conference 2019 won the Best Paper in the Critical Marketing track and Overall Best Conference Paper.

Patsiaouras G, Veneti A & Green W. Tear gas, visual brands and opposition: an exploratory study on the use of visual branding techniques by the 2014 Hong Kong Umbrella Movement. Academy of Marketing, 2-4 July 2019, Regent’s University London, UK.

Saren M, Gasparin M, Green W, Quinn M, Schinckus C. From Social Marketing to Social Innovation in a Transformational Economy. Academy of Marketing, 2-4 July 2019, Regent’s University London, UK.

Green, W., Christiansen, J., Gasparin, M. (2018). How punctuation facilitates reflection and decisions in the fuzzy front end of radical innovation. Proceedings of the 25th Innovation and Product Development Management Conference (IPDMC2018), June 10-13, 2018. Faculty of Engineering, University of Porto in Porto, Portugal.

Gasparin, M., Green, W., Saren, M., Schinckus, C. (2018). The creation and diffusion of social innovation value: a study in the context of an emerging economy. Proceedings of the 25th Innovation and Product Development Management Conference (IPDMC2018), June 10-13, 2018. Faculty of Engineering, University of Porto in Porto, Portugal.

Green, W., Jones, C., Maltby, J., Robinson, S., Roland, D., Stafford, C. (2017). Team situational awareness: Practitioner-centred design of a safety huddles toolkit. In Proceedings of the Annual Conference of the Chartered Institute of Ergonomics & Human Factors. London: Taylor & Francis., pp. 223-231. ISBN: 978-1-5272-0762-2.

Green W., Cluley, R., Gasparin M. (2016). Dealing with digital data: crossing the analogue boundary in market research and new product development. Proceedings of the 23rd Innovation and Product Development Management Conference (IPDMC2016), June 12-14, 2016. University of Glasgow, Glasgow, Scotland.

Gasparin, M., Green, W., Schinckus, C. (2016). Making sense of failure as a determinant of success: a case study of CREST, the Bank of England’s radical financial service technology. Proceedings of the 23rd Innovation and Product Development Management Conference (IPDMC2016), June 12-14, 2016. University of Glasgow, Glasgow, Scotland.

Ozkan, N., Saren, M., Green, W. (2016) Innovation Sans Frontieres’: A Study Of The Impact Of Fast-Fashion Product Design Across International Supply Networks. Proceedings of the 23rd Innovation and Product Development Management Conference (IPDMC2016), June 12-14, 2016. University of Glasgow, Glasgow, Scotland.

Newsinger, J., & Green, W (2014). Cultural practitioners and the politics of “impact”. VIII International Conference on Cultural Policy Research (ICCPR), University of Hildesheim, Germany 9th-12th September 2014.

Newsinger, J., & Green, W (2014). Counting culture? Evidencing creative and cultural participation. Creative Citizens Conference, Royal College of Art, 18th-19th September 2014.

Green, W. & Cluley, R (2014). Dealing with dissatisfaction: managing the tensions between innovation and creativity within a growing organization. Proceedings of the 21st International Product Design Management Conference (IPDMC2014), June 15-17, 2014. University of Limerick, Limerick, Ireland. ISSN: 1998-7374.

Green, W. & Cluley, R (2014). Tweeting about knowledge work: the case of #agencylife, digital natives and new forms of resistance. Proceedings of the 32nd International Labour Process Conference (ILPC 2014), April 7-9, 2014. King's College London, London, UK.

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