Dr Kriti Krishna is an Assistant Professor of Marketing and a practising UX Researcher. She holds a PhD in Marketing from the Indian Institute of Management Lucknow (IIM-L), specialising in human-computer interaction and user psychology. Dr Kriti’s research has been published in the European Journal of Marketing (EJM), a renowned international refereed journal. Her work explores the intersection of human behaviour and information technology, employing data-driven, evidence-based methods and socio-cognitive sciences to understand how consumers in different shopping mindsets are influenced by various gamification strategies while shopping online.

Her research interests include human-computer interaction in emerging technologies, cognitive and affective processes in user experiences, and technology-mediated behaviour and decision-making. She is particularly intrigued by user adoption and adaptation to novel interfaces, social media dynamics, and the application of gamification strategies in digital platforms. Her work also examines the ethical implications of persuasive technologies and the cross-cultural aspects of user experience design.

Committed to advancing the field of UX research, she adopts a multidisciplinary approach, integrating insights from marketing, psychology, and information systems to enhance user experiences in digital ecosystems. Currently, she is exploring innovative methodologies to analyse and predict user behaviour patterns, contributing to the evolving landscape of human-computer interaction and user-centred design.

Beyond academia, Dr Kriti is a professional Kathak dancer and a disability rights activist.