Dr Luciana Zaina is an Associate Professor at the Department of Computing of the Federal University of São Carlos, Brazil. She has expertise in empirical studies in both HCI and Software Engineering areas. Her research focuses on investigations about User eXperience (UX) work in industrial settings. She has been currently carrying out research on how to embed UX in the daily work of software teams. She has been coordinating research and R&D&I project sponsored by Brazilian agencies (FAPESP and CNPq) and collaborating with researchers from Brazil and Europe.