Dr. Aletta Smits is associate professor “Human Experience & Media Design”, a research group at Utrecht University of Applied Sciences in The Netherlands. As a linguist and a data scientist she uses the combination of those skills to develop tools such as Dabanga, but also questionnaires to aid teenagers in trouble. She pairs her research with being a passionate teacher on UX Design, Behaviorial Influence, and Data learning. Together with Erik Hekman, she has developed the master program Datadriven Design. With their students they develop datadriven concepts that are both practically applicable and rigorously rooted in academic research.