Dr. Leire Bastida is the head of the Advanced Interaction Platform in the eServices area at TECNALIA. She received her PhD in Science Computing from the University of Deusto in 2008 and a PMP certificate in 2011. She then obtained an Executive MBA from ESEUNE in 2012 and her Master’s degree in "Gamification and Transmedia Narrative" from IEBS in 2015. Dr. Leire Bastida’s research mainly focuses on Human Factors, User Experience (UX), person-centered design, gamification, and the Internet of Things (IoT).