Ts. Dr. Aslina Baharum is a User Experience Researcher and Associate Professor at The Design School School of Faculty of Innovation and Technology, Taylor's University. Previously, she is Associate Professor at School of Computing and Artificial Intelligence, Faculty of Engineering and Technology, Sunway University. Her research interests are in Human-Computer Interaction (HCI), Visual Informatics, Multimedia, User Experience (UX), Mental Models, Eye-tracking, Software Engineering, Mobile Application, Information Technology, E-commerce, and Entrepreneurship. She was appointed as a member of the Young Scientist Network, Academy Science Malaysia (2019-2022).