This ESRC-funded project, led by Dr Mersha Aftab in collaboration with Prof. Mey Goh (Loughborough University) and Dr Irena Yevseyeva (De Montfort University) investigates the role of empathy in understanding emotional readiness during digital transformation processes within the built environment sector. The research focuses on how empathy-led approaches can support smoother technology adoption and improve long-term implementation success across architecture, construction, and design practices.
The project developed an empathy-led service toolkit (digital-adoption-uat.b13devops.com) designed to assess individual and organisational emotional responses prior to the adoption of digital technologies such as Building Information Modelling (BIM), Augmented Reality (AR), and Virtual Reality (VR). Through a systematic literature review and real-world industry testing, the research identified key emotional factors, behavioural responses, and external influences that shape successful technology integration.
By highlighting the human dimensions of digital change, the project challenges purely technical adoption models and instead promotes more socially responsive approaches to innovation. The research creates opportunities for interdisciplinary dialogue between architecture, design, construction, psychology, and technology adoption studies, with the aim of bridging the gap between people, organisational culture, and technological innovation.
If you wish to know more about the project or discuss about potential collaboration, please contact Dr Mersha Aftab Mersha.aftab@bcu.ac.uk.
Publications and Media:
Aftab, M., Yee Goh, M., Grant, R. and Yevseyeva, I. (2024) Design for manufacturing: Rehumanising digital manufacturing. In Proceedings of the Design Research Society (DRS 2024 Conference). 15 June 2024, pp. 1–4. Available at: https://dl.designresearchsociety.org/drs-conference-papers/drs2024/editorials/11/ (Accessed: 16 March 2026).
Aftab, M., Yee Goh, M., Yevseyeva, I., Uner, I. and Nassiumah, I. (2024) A systematic literature review on identifying readiness for digital adoption: An empathy-led approach to measuring readiness for digital adoption through individual psychological variables. In Proceedings of the DMI Academic Design Management Conference: Design & Innovation at a Crossroad. Design Management Institute, pp. 1122–1130.
Aftab, M. (2026) Empathy-Led Tech: Unlocking Readiness. People-Led Research Digitalisation Blog. Available at: https://www.people-led.org.uk/digitalisation/blog/empathy-led-tech (Accessed: 16 March 2026).